FORT LAUDERDALE — As clients move deeper into data-driven marketing, the key is to look across the portfolio to understand which inventory is most valuable for using data in new ways, says Brent Gaskamp, business development SVP at Videology in an interview with Beet.TV. “We try to help our partners understand their business from a portfolio perspective. How to look at a portfolio and how to look at it when you apply data,” he says.

The challenge is clients don’t always have the right tools at their disposal to find out which inventory is most valuable for different needs, he explains. “They have data but it’s not always applied to media properly. They have sales tools to set up campaigns, but when you look at the ability to sell across multiple types of models, layering in inventory, and how are systems taking into account the overlaps of hundreds if not thousands of pieces of data, that is where we see the speadshseets of the world falling apart,” he says.

This video was produced at the Beet.TV executive retreat presented by Videology with Adobe, AT&T AdWorks and Nielsen.

You can find more videos from the Beet Retreat on this page.