SEVILLE — Data, data everywhere. But now the top priority is making sense of it all. That continues to be one of the biggest challenges for modern marketers, says an agency’s programmatic exec.

Group M’s Xaxis data intelligence VP Kedar Patil tells Beet.TV, in this video interview, the top imperative is “how to capture them and tie it back to media exposure”.

Problem is, in a multi-device world, “each of those kinds of data exist in silos”. The compulsion, then, is to “put it in one unified format”, Patil says.

Collecting data is one thing. But mapping audience data to business outcomes is the next thing. “To figure out those links … helps tell that story better,” Patil adds.

Xaxis recently launched a programmatic ad sales solution for radio in the APAC region, and named Millennial Media’s Bob Hammond as its technology chief.


This interview was recorded at the I-com Global Forum for Marketing and Data Measurement in Seville, Spain, April 18 to 21. This video is part of a series from the Forum sponsored by Xaxis.  Please visit this page for more videos from Seville.