Magazine article Editor & Publisher

Cxense Unveils a Gusher of a Data Management Platform: Expanded System Gathers Big Data in Real Time for Improved Targeted Content and Advertising

Magazine article Editor & Publisher

Cxense Unveils a Gusher of a Data Management Platform: Expanded System Gathers Big Data in Real Time for Improved Targeted Content and Advertising

Article excerpt

It's being said that big data

is the new oil with its ability to help generate new revenues. It's generated by users, renewable and valuable once refined. The question with the recent advent of the use of big data in the newspaper business has been this: "How do we harness all of that data and best use it?"

Cxense believes it has the answer with its just-released Cxense DMP (data management platform), an expanded version of its Big Data solution that, the company says, offers publishers improved aggregation, segmentation, and use of customer data to better engage and monetize visitors across all digital channels, including mobile phones and tablets.

According to Lauren Pedersen, Cxense's vice president of global marketing, the Cxense DMP improves engagement and monetization capabilities on media websites and applications while leaving the data in control of publishers. She says the software-as-a-service (SaaS) based products provide site visitors with better experiences across mobile and desktop devices, while helping publishers increase digital revenue through precisely targeted advertising and personalized content.

The Cxense DMP employs a three-pronged approach--aggregate, segment, and action--all in real time: Aggregate: According to Pedersen, the Cxense DMP understands what types of data are most valuable to collect and instantly secures them from multiple sources such as websites and applications, content management systems, subscription data, analytics systems and third-party data.

Segment: The Cxense DMP understands in real time which trends, indicators and segmentation methods are the most powerful for creating actionable insight from the gathered data. …

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