CMO Handbook

Today's "smart" data management techniques (aka "Big Data") can make your online display advertising much more efficient than it's ever been. This approach allows your ad budget to work better, harder, faster and stronger, with CPCs up to 7 times higher than classical display ads and returns on your display ad spend comparable with those of Search.

Oh, and by the way, regardless of whether you embrace data-driven advertising or not, your competitors are already doing it. However, newbies: beware. Before you take the big leap, there are 5 things you should know... just 5.