Media Playground 2010: Targeting Technology – data is invaluable

“Publishers need to understand and respect the quality of their data… as an industry, data is not valued enough,” argued Paul Frampton, managing director of Media Contacts & MPG, at MediaTel Group’s Media Playground 2010 event in London today.

“A lot of publishers don’t understand the value of their data – and in that respect what Rupert Murdoch is doing is admirable,” he added.

Although Roger Williams, international marketing director at AudienceScience, added: “Data varies in value, so it’s not just about data ownership, it’s about data value at the time.”

Fellow panellist John Snyder, CEO of Grapeshot, explained why data is vital to the industry: “We need to get rid of wastage… I don’t want to read more about golf but I do want to see more of the World Cup.  In a digital world, it’s about creating a personalised experience [by using data to deliver the content that users actually want].”