Data is a strategic asset for companies. It must be collected by overcoming silos; analyzed to generate insight; distributed within the organization; used and protected to create significant interactions between companies and consumers and keep them a step ahead of the competition.

An intertwined Upper & Lower Funnel approach has become an effective way of reaching goals and promoting efficiency, guaranteeing relevant experiences for consumers, and increasing marketing ROI for companies. Paid and owned media works in conjunction with data insights and enables fluid, integrated and circular marketing ecosystems.

Orchestration between multiple sales channels and AI-based campaign automation and optimization processes drive marketing towards being more effective and efficient, which relieves marketing operations from having to deal with low-value assignments.

Measuring campaigns agnostically and holistically allows paid and owned initiatives to be progressively optimized. That also makes marketers aware of how specific elements affect the marketing mix, and allows for efficiency.