Creative Use of Information needs to have information available from somewhere. Information is what happens when somebody applies some intelligence to data. The ability to find the data, steward its accuracy and apply intelligence is all part of the combination of Oomph and our partner Tangible Data. Tangible Data provides database management and development services for many of its clients and we work together on the analysis of these databases to determine how our clients customers think. This activity is becoming increasingly centralised around web-based data, which in turn can incorporate knowledge of the customer journey all the way from prospective online marketing sources.

The Tangible Data team can use sophisticated analytics techniques to mine data from the ugliest of data sources and it combines well with the knowledge of ad-serving (with support from the likes of TangoZebra) and data tagging for web and online marketing within Oomph.

The only question then is whether we're intelligent enough to do something valuable with what comes out of the analysis.

We believe we are.