80% of customers would rather engage with brands that deliver targeted marketing messages. Audience data is a critical data set to deliver these experiences. But first, what exactly is audience data? Audience data is a group of consumers you can target for specific campaigns, based on criteria set by advertisers. It aggregates your target audiences’ …
Today’s consumers are spoilt for choice. One Google search about a product, or even a website visit, and a million new options come their way, thanks to how digital advertising works in terms of contextual marketing. Take the example of CPG brands in our times. It has been a tough few years for them, due …
Data enrichment plays a key role in the modern marketing and advertising ecosystem. There is no dearth of customer data available to today’s marketers. But to draw reliable insights from this data and to run truly data-obsessed campaigns, marketers put great emphasis on data quality and quantity. There are three key questions marketers need to …
Practical data enrichment applications in Marketing. Read More »
80% of customers around the world would rather engage with brands that offer hyper-personalization. Much is said about personalization in the world of data tsunami but not many brands have been able to get it right, despite all the customer data they have at their disposal. In this article, we discuss the key barriers on …
Roadblocks to personalization and How you can solve for them. Read More »
The consumer consciousness has never been more alive than now. The new consumer is privacy-conscious and yet, demands deeply personalized experiences in their brand engagements. They are happy to share data with brands as long as they know two things for sure – that the data sharing has a value exchange for them and that …
Treading the fine line between privacy and personalization. Are you prepared? Read More »
The way organizations identify and market to their customers in the digital landscape is undergoing a massive shift. We are in a new privacy-first digital landscape, and with the deprecation of the cookie, marketers are grappling with new techniques to track and target their consumers. The future is going to be all about finding optimal …
Audience Addressability In The New Normal – How The Industry Is Responding Read More »
The advertising industry is going through a time of deep flux and change. Many of the critical marketing capabilities that brands have relied on are crumbling as we speak. The deprecation of third party cookies puts into danger brands’ ability to target audience, measure impact, and deliver hyper-personalized experiences across the customer journey. Many of …
How Identity Will Drive Customer Centricity in a Post-Cookie World Read More »
The data that your customers share with you – name and address, product preferences, purchase frequency among others – tells you a lot about them. This first party data is valuable, but it is not enough. There are blinding gaps in this data that prevent you from getting a holistic view of who your customers …
Ready to discover who your customers are beyond your universe? Read More »
Today’s data-driven marketers have a significant challenge facing them – humongous amounts of siloed data. While data in itself is a useful tool to make the right business decisions, siloed data sets create more challenges than they solve. Imagine the modern marketing data stack. It has data from a variety of online and offline sources …
3 data integration challenges that modern marketers face Read More »
Mobile apps sit on large amounts of first party data. While this data is mainly used for in-app functionality and driving engagement, there are still quite a bit of opportunities to unlock more user value, especially with becoming a strong media property for brands. The answer lies with external data enrichment. What’s external data enrichment …
How data enrichment empowers mobile apps with higher engagement and ad revenue Read More »
