Data plays an increasingly central role in marketing strategies and programs:
- Media, audiences, channels and devices are always more fragmented,
- Marketers need new approaches to reach elusive consumers and provide them with relevant messaging,
- Media will continue to provide the reach, but data will provide the targeting value of the media campaigns. Targeting data will make the difference. It drives higher performance for advertisers and publishers by turning low cost, untargeted media, into targeted high performance impressions.
- Data allow to tailor content to individual users’ characteristics or preferences. Data allow to meet the customer’s needs more effectively and efficiently, making interactions faster, easier and more adapted. Personalization sustained by relevant data increases the value of each interaction for both customers and brands.
Data savvy marketers create significant competitive advantages as they do:
- Focus their marketing investments on most valuable customers and engage with those who are likely to buy their products and services,
- Develop specific data strategies to segment their acquisition programs and target profitable traffic,
- Accurately manage campaigns attribution and manage consumers’ media exposure by segment or even individually,
- Increase media performance by systematically tracking, measuring and optimizing media interrelations,
- Segment viewers, personalize customer experience, and increase conversion,
- Manage segmented customer lifecycle and trigger programs leading to increased customer engagement,
- Increase return by understanding relationship between consumer profiles and marketing and media investments performance.
In the new digitally connected world, data strategy has become as important as brand strategy: Data is the new creative.
“Where the data guys were once an afterthought in a marketing presentation, now they are at the core of the online strategy”New York Times, 31th May 2009
