Bob Garfield

3 ways your data can set you apart

Most companies are swimming in data, but they're getting vastly different results depending on how they put the information to work. Here are the methods that are delivering the biggest returns.

Data, data, data. If we can just segment, analyze, and act on our data the right way, our whole sales funnel will improve. But common sense and traditional methods won't get you ahead of your competition. iMedia's Bethany Simpson asks Media6Degrees president Penry Price about the not-so-common ways companies are getting more out of their online and offline data.

Conversation highlights
0:00 — Activating data in more effective ways
0:40 — First-party data
2:45 — New methods for segmenting data
3:20 — 3 reasons your data will set you apart
4:30 — 2 tactics for reporting
5:00 — Fraud fear
6:10 — Penry's top advice
Run time is 7:40

Penry Price joined m6d in June 2011. He spent the prior seven years at Google, where he managed business strategy and global partnerships with advertising agencies (representing 30 percent of Google's global revenues). He took on this role in 2009, after managing Google's 750-person North American sales and account management teams. Under Penry's leadership, this group's revenues grew from $250 million in 2004 to $3.3 billion in 2009. Prior to Google, Penry was advertising director at Us Weekly, following sales management positions at Wenner Media and Hachette Filipacchi. Penry has a BA from Hobart College and was named to the AAF Advertising Hall of Achievement in 2008.