There’s a revealing and thought-provoking interview professionals toiling in digital, native, data, and related fields should read. eMarketer recently talked with Omar Tawakol, former BlueKai CEO and now Oracle’s Data Cloud honcho (and the company’s Data as a Service for Business).
Highlights from the conversation include the fact that Tawakol believes cross-linking is critical. In fact, he says, it’s the biggest trend out there.
“Cross-linking everything across screens and devices is the biggest and most important trend this year. Marketers have these first-party data assets: data tied to email, data tied to a physical address, data tied to cookies—and they’re all massively disconnected,” explained Tawakol. “Linking allows you to target across devices and measure whether an ad on a mobile device or PC drove an in-store sale. These types of insights will be important for advertisers, particularly those in the automotive, retail, and travel industries, where a lot of transactions happen physically in the real world.”