Data supply chain knowledge ‘crucial to success’

Effective marketing strategies need to involve understanding the supply chain, claims one expert.

Richard Gibson of the DMA Email Marketing Council, says this is crucial alongside a knowledge of the data landscape.

“The reason for this is that the supply chain is multi-faceted; there are data owners, compilers, aggregators, brokers and managers to name but a few,” he continues.

Mr Gibson claims different sources have their own strengths and weaknesses, with the merits of each dependant on what their goal is.

The success of data lists often depends on the source it came from, the industry expert adds, with it critical that data is targeted correctly.

A recent survey from Forrester Research found that online advertising is likely to grow by ten per cent this year, marking a decrease on figures from previous years.

Furthermore, it claimed rich media and video advertising would grow by 2013 to make up 59 per cent of European expenditure.