Data

People-Based Marketing: Targeting People, Not Cookies

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By Seth Garske

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In 2016, eMarketer reports approximately $16.2 billion was spent on digital media. With the promise of big data being able to provide true people-based marketing, the yearly spend for companies continues to increase. But is your data really as good as you think? Are you truly delivering the right message at the right time to the right person? The overpromise of big data being able to provide marketers with this solution can create waste — both with money and time.

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Headshot of Seth Garske

Seth Garske

Seth Garske is the executive director marketing science, analytics and targeting at HackerAgency. Seth has a strong analytics background, particularly on data lead marketing initiatives in both the B2C and B2B space and across all digital channels.  He has a proven track record of leading and implementing large scale and highly efficient data-driven digital marketing campaigns for clients such as Hulu, HP Enterprise, Honda, Xbox, Microsoft Office, T-Mobile and Best Buy.  Prior to Hacker he led the Data Science teams within the West region at Razorfish.  His team was focused on DMP management, along with reporting and analytics for client’s digital campaigns across multiple channels including online media, CRM, social, mobile, SEO, SEM, and site level optimizations.  Prior to Razorfish, he worked on the client side at Getty Images and T-Mobile.

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