Data-Management Firms Creep Into Advertising Agency Territory http://bit.ly/19Dygst
The data-driven marketing revolution is revolutionizing data companies.
As marketers tie digital data to loyalty, CRM and transactional data, firms like Epsilon and Merkle are treading on agency turf, buying or building ad technologies and digital-marketing capabilities, from ad targeting to mobile-app development.
"We are competing more and more with the professional-services firms," said David Williams, chairman-CEO of Merkle, who now considers companies like Accenture and IBM competitors.
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