Hasta La Creative!

Marketers are finally starting to connect their offline data dots to the web, and some of the biggest names in digital and data including Google, AOL and Acxiom, see dollar signs. All three companies made acquisitions this month in the hopes of capitalizing on a burgeoning trend: turning offline consumer data into a tool for digital marketing.

Most marketers with data from retail transactions, call centers and CRM and loyalty programs have yet to take it online for ad planning, targeting and campaign measurement. But it’s on their minds.

“This is in every conversation I’m in with a client now. Everybody wants to know what’s really driving sales or transactions,” said Bob Ivins, chief data officer at media agency Mindshare.

Continue reading at AdAge.com