Successful marketing today is all about the data. As manager of display media operations and analytics at Adobe, Matt Scharf would know.
As a Digital Trailblazer, Mr. Scharf is outspoken on key industry topics such as attribution and viewability. Because today's marketers are inundated with information, he says it's essential to know how to isolate meaningful data from information that could move companies in the wrong direction. By pulling out thousands of small, essential insights, marketers can create an effective strategy to push their businesses forward.
Last year, Mr. Scharf helped drive customer acquisition of Adobe's Creative Cloud, the company's innovative subscription-based strategy that sparked conversation in the marketplace. Before joining the global leader in digital marketing and media solutions, he managed digital media operations and performance measurement for his clients at Razorfish and Universal McCann.
Here, he talks about the overarching importance of data in everything marketers do and why they need to understand it.
About the Sponsor
Today's trendsetters are also today's digital leaders. The Digital Trailblazers Series profiles some of the industry's most visionary digital executives—those pushing the boundaries in digital marketing. For more on this series, including intelligence and insights from Quantcast, visit the Digital Trailblazers Hub.
Quantcast is a technology company specialized in real-time advertising and audience measurement. As the pioneer of direct audience measurement in 2006, Quantcast has an in-depth understanding of digital audiences across the Web, allowing marketers and publishers to make the smartest choices as they buy and sell the most effective targeted advertising on the market. More than 1,000 brands rely on Quantcast for real-time advertising. More information is available at www.quantcast.com.