The tides of marketing are changing. Brands are working against many factors that make reaching their customers exponentially harder: Disjointed channels, the reduction of third-party cookies on the open web, reduced media budgets and rising walled gardens.
Consumer data has emerged as a titan against these headwinds. According to new Epsilon research, 60% of brands surveyed said they are looking to first-party data strategies to combat third-party identifier deprecation.
But it is not a silver bullet.
Brands need a comprehensive, thoughtful data strategy that goes beyond merely collecting data. To understand their best and next best customers, marketers need a holistic understanding of who each person is, not just how they engage with you. A complete data strategy, powered by the right technology, uses first-party data, enhanced by zero-, second- and third-party data to drive better customer experiences and higher performing campaigns
Our whitepaper, "Building a data strategy that engages the consumer and drives revenue," explains why brands need to think differently about data, and helps guide marketers in crafting their own data strategy.
Key takeaways:
- Digital transformation starts with data and identity resolution: When data is used effectively, brands open the door to more cohesive, connected digital marketing across channels.
- A fully realized data strategy draws from all types of data, and understanding their individual origins and uses (as well as how they intersect with other types of data) gives brands the ability to see their customers and prospects more clearly.
- Data creates a roadmap, and the right martech and adtech tools can help you collect, organize, harmonize and activate it.