IgnitionOne Puts Focus On Machine Learning, Data Science

"It's the straw that stirs the drink," says Roger Barnette, president at IgnitionOne. "We started as a search company, so it seems natural to morph into more of a data business when you think about how the data impacts search." As Google and Bing build out their services, IgnitionOne will continue to focus on that data that supports ad-copy creation and ad targeting. It's also about modifiers based on a transaction and how search on a mobile phone in a specific geolocation supports clients like Bridgestone, Fiat, General Motors, LaQuinta, and Land Rover, which are listed as clients on the company's Web site. Perhaps the reason for the realignment shows up in the quarterly digital marketing report IgnitionOne publishes each quarter.