How Bloomberg is using data to sell advertising

Lucia Moses of Digiday writes about how Bloomberg is using its data to sell more advertising.

Moses writes, “Spearheading the effort is Bloomberg Media’s head of global media marketing, Zazie Lucke. Lucke said she saw a big opportunity to help CMOs who have no shortage of data but need help figuring out what to do with it.

“‘There were tons of data that weren’t being used to its fullest extent,’ she said. ‘The editorial side was looking at it, but the business side wasn’t using the data to sell.’

“Lucke put a Bloomberg data scientist, Hannah Diddams, in charge of a 10-person group. (And to show how seriously Bloomberg is taking this effort, Diddams named as her chief data scientist Pat Moore, whose previous job was identifying people who were trying to hack into the Bloomberg terminal).

“Together, they’ve created a suite of data-informed ad products, starting with a native ad offering that rolled out last May. The new, flagship product is BMATCH, which helps advertisers find their target audience and then bakes information about them into their media plan. It doesn’t come cheap: Bloomberg charges six figures for the program.

“Bloomberg said it’s working with several clients for BMATCH, and it declined to identify its clients on the record but gave some examples of how the program is working.”

Read more here.