2011 Krux CIDM White Paper
July 18, 2011 - Krux Digital
The Consumer Internet Data Management Imperative
All new technologies begin with some small swirl of new possibility, and Consumer Internet Data Management (CIDM) is no different. While it traces its origins back to the simple beginnings of behavioral advertising, CIDM is now emerging as a durable new layer in the web architecture stack.
In today’s market, consumer data is both media’s exhaust and its precondition: as users engage with media, they leave behind valuable data signatures that hold the possibility of energizing more relevant - and thus more valuable - consumer experiences. You can no more weed out data from media, or media from data, than you can decouple heat from sunlight.
Media begets data. Data begets more valuable media. They exist together in a virtuous circle, which savvy publishers exploit to improve revenue from audiences and savvy marketers use to improve relationships with consumers.
Krux Digital’s strategic framework for CIDM helps website P&L holders and web technologists:
- Identify and anticipate important vectors for data-driven revenue and profit growth
- Define key areas for continued capabilities development and operational improvement
- Connect long-term strategy with short-term investments
- Assess important technology gaps and opportunities
We hope you find the report informative and thought provoking, and we look forward to your feedback on its findings. - Team Krux