Lisa Ferry

Marketers have always used data points like where customers live, how old they are or whether they like pets and gardening. This is static data. It's captured once and rarely changes. And it works. However, the power of static data is limited. The most predictive data—and traditionally the hardest to capture and organize—is how customers behave. This is dynamic data. It changes every week, day, hour and even minute. Behavioral data is the perfect fit for targeting. It also offers many more pieces to the puzzle than just online behavior.

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