Merkle (www.merkle.com), a leading customer relationship marketing (CRM) firm and the nation’s largest privately-held agency, announced that it will host a new Digital Data Workshop and cocktail hour. The complimentary event will be held October 30, 2012 at the Interactive Advertising Bureau (IAB) Ad Lab in New York City from 3-7pm.

The theme of the workshop is "Revolutionizing Digital Targeting Through Big Data Optimization." The workshop will focus on the strategic nature of dealing with Big Data in digital CRM applications. Attendees will hear from Merkle and IAB thought leaders about their perspectives on the Big Data explosion in the marketplace and learn how to find success with truly data-informed digital advertising.

With more online and offline data sources than ever before, the only way to bring together an effective mix of data is with an “agnostic” approach. Utilizing advanced analytics to examine available data with impartial scrutiny, “Big Data” is now “Smart Data.” The workshop will show how this method of data sourcing creates more effective online audience targeting. The sessions will address the digital data industry, Brilig and Merkle’s digital strategy, the Digital Data Exchange platform and feature a case study on data information display advertising success.

“Everyone is trying to evaluate the power of Big Data. The Digital Data Workshop will be a great opportunity to discuss our revolutionary approach to optimizing this data for digital targeting” said Ozgur Dogan, vice president and general manager, data solutions group, Merkle. “We will explore strategies for achieving superior results by obtaining the most valuable digital data in the industry, driven by advanced predictive analytics and performed with an agnostic view of all available data.”

Merkle noted: Because of the intensive educational nature of the workshop, the material is best suited for existing Merkle clients and potential clients, and is not open to vendor organizations.