Third-party data is making a comeback, but how can marketers maximize sustainable audience insights throughout the customer lifecycle?
The Internet has long been recognized as the most measurable marketing medium in history, but it is also the most opaque in terms of how marketing messages reach their target audiences. The main culprit, third-party cookies, is being phased out and the use of third-party data is now heavily regulated, prompting marketers to stop using that data. But has the pendulum swung too far?
Data is more important than ever to marketing success, providing insights into the customer lifecycle that can make or break a campaign. But not all dates are created equal. Collecting proprietary data is a key strategic priority for many organizations. However, when marketers focus too much on this, they miss out on much of the authoritative third-party data that is still available.
A new report from Experian and The Drum explores how marketers can achieve better customer insights, more precise targeting and better scale using first- and third-party data. Great for your campaigns, more efficient than ever. only party data, leading to better results for the brand and the consumers they serve.
Your data is the engine, but you need other components to make it work. You need data from third parties to create your data. So say experts from Lotame, Samsung Electronics Europe, Finecast, Arcelik Global, Nestlé and Experian, who brought their opinions and perspectives to help shape the report.
Advertisers want to better understand their customers (and potential customers), communicate with them more effectively, and offer them better products and services. Agencies want this understanding, too, but they also need to place it in the broader context of consumer behavior. Therefore, scheduling and activation platforms need to understand what data and other information is available to serve the needs of advertisers and agencies.
By incorporating third-party data, all parties can gain consumer insights to run more effective and efficient campaigns.
To download the report and learn more about it, fill out the form below:
The important role that persistence, scale, activation and connectivity play in brand datasets
How third-party data can complement and add value at every stage of the customer lifecycle
How to combine first-party contextual data with external third-party data to ensure brands and consumers benefit from each other?
