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Marketers love data. Since the early days of Google Analytics, marketers have used data to take action and improve performance. Unfortunately, marketers now have access to enough data that they’re drowning in it. The need for metrics and the rise of available AI applications in the MarTech landscape have increased a marketer’s demand for data that is more easily actionable.
B2B marketers seek to make data actionable by extracting insights in three primary ways.
Marketers value these insights because they use them to run media campaigns that have the highest possible ROI based on hypertargeting and customization. They usually use recommendations or individual research to achieve both hypertargeting and customization and they usually must iterate to achieve the ROI they need.
The ML Data Cloud powers these insights with cutting-edge architecture. It also empowers Madison Logic’s solutions across multiple devices and media channels. This proprietary platform brings together data from varied first, second and third-party systems to create a best-in-class “Data Management Platform” for the B2B industry.
Madison Logic’s solutions make it easy for marketers to target audiences, customize content and measure campaign effectiveness. When this process is orchestrated dynamically and with agility across all stages of the funnel, you’re implementing a multi-channel ABM strategy. In order to support this larger goal, the ML Data Cloud was built from ground up to provide the following:
Using data to define and narrow audiences with a wide range of filters. Some of these filters are:
Utilizing data to choose and apply different content for different target audiences across different stages of the funnel.
Obtaining data insights into campaign effectiveness measured not merely against engagement, but also against volume, velocity and value of actual conversions. Marketers can view these engagements as:
Residing entirely on AWS, ML Data Cloud is a high performance, cloud-scalable, and GDPR compliant system providing privacy, security and multi-tenancy. Thanks to the adoption of this modern microservices architecture, our data cloud can perform at scale. Speed is crucial to ensuring that marketers can change hyper-targeting, customizations and measurements dynamically in mid-flight or mid-campaign. Furthermore, the ML Data Cloud is also the repository for Machine Learning and AI-based pacing, categorized scoring of campaign efficiency, and recommendations for hyper-targeting and customization.
The Data Gateway allows for easy import of first-party data and export of necessary engagement metrics to various client CRM and MAP systems.
Besides the 22+ data sources across Firmographic, Intent, Audience, Technographic, engagement, public, first party and other data providers, marketers can choose from more than 12 million companies across all company sizes, 40 verticals, and all regions around the globe. By virtue of tracking more than 15+ Billion B2B interactions monthly, these companies may also be filtered by over 5,700 intent topics, 9,000 installed products, 5000 vendors, 11 professional groups, 8 decision makers and thousands of job titles. Furthermore, audiences may be targeted over all device types for both lead generation and display advertising. The ML Data Cloud reaches 350+ million devices across the globe.
We want to make your ABM campaigns go from good to great! The powerful engine that is the ML Data Cloud fuels our solutions, enables Journey Acceleration, and ultimately enables marketers to convert their best accounts faster.
If you would like to learn more about how the ML Data Cloud can help accelerate your ABM Program, please contact us.