Penton Launches 'SmartReach' Marketing Data to Enhance Audience File
About the Penton SmartReach Database
The Penton SmartReach file is particularly rich in five core sectors: agriculture, transportation, natural products/food, infrastructure, design and manufacturing.
Penton has been aggressively investing in building its deep self-reported, rich sets of business data for digital marketing—a clear competitive advantage for Penton in the market. Penton's deep industry knowledge and first- hand understanding of what audiences want is becoming increasingly important to businesses. This is especially
true as digital marketing and big data converge and businesses search for the most targeted and granular business data to help drive more effective marketing and lead generation. With over 1,000 data points to choose from, Penton's data is a competitive differentiator.
Speaking about the shift in marketing skill sets throughout the digital marketing industry, Kropp said, "Marketers are now required to be technically savvy and analytics driven. Penton has built an experienced in-house team focused on driving maximum value from its data assets, developing data products and marketing solutions, like day-parting, that are based on user habits and strategic marketing tools."
Kropp, who joined Penton in 2008, offers over 20 years of direct marketing expertise. She had served as president of the Walter Karl division of infoUSA.
Kropp said, "Our all-star team consists of eleven professionals including Rosalie Garcia who has over 20 years of experience in direct marketing agencies and Toni Cumberbatch, formerly of the Direct Marketing Association, who brings over a decade of integrated, multichannel marketing expertise to the team."