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Converting silos into data warehouse

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In late July, Craig Gugel was named chief research officer of LogicLab, a unit of Merkle Inc., which provides media measurement services and analytics. In his newly created role, Gugel will manage all research functions for the company, including consumer insights and data partner-ships. Prior to joining LogicLab, Gugel was senior VP-media analytics at the Advertising Research Foundation. Media Business: What initially will you be focusing on in your new role? Gugel: Primarily it's going to be the initiation of our SaaS [software as a service, which is being released this month]. It's a LogicLab CRM planning software, linked with Merkle's National Consumer Database. We're integrating data sets from syndicated research providers, participating clients and media companies, and appending them to the Merkle database so that their media planning agencies can conduct 360-degree communications planning from a single data warehouse, rather than from silos. MB: How is integrated marketing shaping up in terms of the ability among publishers to track such campaigns and the industry's ability to audit those campaigns? Gugel: The jury is still out. However, we're going to be leading in that direction simply because this is one of the first instances where you have an integrated data set populated by data from all parties. Media companies and agencies are still working within a lot of silos; we're putting together common variables and common information from all data sets. —M.S.
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