Many marketers are still struggling to be present where their customers are paying attention, but attention and devices are fragmented. Vital data is often siloed and underutilized, and the walled gardens restrict insights that would inform decisions and improve personalization.
“…marketing is no longer a guessing game when you are a people-based marketer.”
However, marketing is no longer a guessing game when you are a people-based marketer. People-based marketing offers the ability to reach real individuals and to deliver the seamless, personalized experiences that today’s consumers expect.
Kerel Cooper, SVP, Customer Journey at LiveIntent discusses this and the importance of giving data a day job in his recent Q&A with LiveRamp on, “Giving First-Party Data A Day Job“. Giving data a day job first starts with breaking down the silos between adtech and martech.
Here’s an excerpt of the article:
How does breaking down these silos benefit people-based marketers?
When you bridge the gap between marketing and advertising, you can use your first-party data to reach known customers in channels you historically couldn’t for services like remarketing. And when you use the probabilistic “exhaust” data (clicks, conversion, location, device, etc.) from those services to continuously inform campaigns and improve performance, you get even more value out of your first-party data. You are giving it a day job.
What does giving data a day job really mean? If I’m using the data for targeting customers, doesn’t it already have a job?
The truth is, yes—but a lot of targeted marketing happens behind walled gardens like Amazon, Facebook, and Google, where marketers can’t access it. Instead, it’s put to work improving these platforms’ ability to resolve identity, optimize performance, and measure attribution. As a result, marketers have become reliant on these platforms to the point where any changes they make can have significant impact on their business.
To control their own destiny, marketers need to have their own source of rich first-party data and be empowered and educated on how to make it work overtime to deepen their understanding of their own audiences and derive insights that can be applied and activated across different channels and programs.
But that’s not enough. They also need to be able to effectively tie their deterministic first-party data to probabilistic data. And to do that, you need an identity graph.
To learn more about how probabilistic data, deterministic data and identity graphs tie into all of this, read the entire article first published on RampUp here.
If you would like to discuss how you can put your own data to work, contact us here.