“Big data may be the buzz, but smart data is worth the investment.”
That’s according to our own Nate Byer and Evan Moody, who recently co-wrote a great piece on CQ Roll Call’s Connectivity blog.
The major takeaway? While big stockpiles of third-party data are extremely valuable for finding new audiences that will convert calls-to-action to advocacy, Byer and Moody argue that it shouldn’t be used in isolation. This information becomes much more powerful when it overlays with an organization’s first-party data—information collected in-house and largely for free, including how users interact with their site, email and social campaigns—to better predict user behaviors.
Get the full story and many others at the newly-launched Connectivity blog.