Profiles, Sales & Marketing
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ownerIQ and Getting the Right Data for Your Marketing Toolkit

ownerIQ was excited to participate in NewCo Boston 2017 as host company. NewCo is an innovative and motivational program that inspires attendees to hear from founders and top executives of local Boston companies while giving them an inside look at their offices. ownerIQ opened their brick and beam headquarters in Boston’s trendy Fort Point area to a sold-out session of participants looking to learn all things ownerIQ, or “the Q.”

Jay Schaufeld, the Q’s SVP of HR welcomed the group and introduced Jay Habegger, CEO, who opened with a quick company overview. Habegger has seen the Q through its humble beginnings in 2007 to where it stands now as the leading programmatic solution for digital advertisers, retailers, and brands; achieving record revenue growth in 2016 and included in the BBJ’s Fast 50: Fastest-Growing Private Companies in Massachusetts in 2017. Previously, Habegger was the CEO and president of Bitpipe, steering the company through to its sale to TechTarget in 2004.

Today, ownerIQ is the industry’s largest and most transparent shared data economy with over 1,500 partners fostering data partnerships and transactions through a cloud-based custom built Data Marketplace. The Q is driven by the belief that marketers at retailers, brands and ALL company types should operate in a more transparent data economy.

“All marketing today is being informed by data,” emphasized Jay. The Q provides better data for supporting marketing and decision tactics – invaluable in today’s day and age of both data overload and data opaqueness. “Historically, and especially in the age of ad tech, most marketers have had access to only two types of data (first or third-party data), which limits their effectiveness.”

Backtracking, Habegger explained the difference between the two data sets:

First-party data is often used for the purposes of retargeting, or the process consumers recognize when they see ads from companies they’ve visited popping up online. First-party data is essentially a company’s very own actionable and relevant data – but the data set also doesn’t scale, so as a marketer, you can only have so much of it.

Third-party data is collected by data providers without direct relationships with consumers and then sends this data to marketers via opaque data segments, such as “auto intenders” or “New parents,” as just a few examples. But just how is third-party data created? Marketers can only guess…In fact, according to a recent article from Digiday, a ChoiceStream study found that “a particular data vendor had identified 84 percent of users as both male and female.”

With the advent of CoEx, the Q’s permission-based data sharing platform and the industry’s first transparent second-party data marketplace, ownerIQ solves the problem of both scalability and obscurity found in the aforementioned data sets. CoEx brings data to market in a secure and transparent way; sourcing data from brands, retailers, and advertisers who join the platform to partner with noncompetitive data providers of choice to get to the bottom of the what’s in my data dilemma for better marketing decisions and tactics.

With the right data in your marketing toolkit, the right consumer is easier to reach. “MVD’ is the most valuable (consumer) data. Period. ownerIQ brings better data to marketers,” underscores Habegger.

The session wrapped up with a round of Q&A. Following, the attendees were invited to tour ownerIQ’s brand new space.

Didn’t attend the presentation but are interested in learning more about ownerIQ? No problem. Check out our website and explore more of what we have to offer, including our incredible culture and current job openings:

Big thanks to NewCo Boston for the opportunity to host and participate! Until next year.

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