Every marketer knows that first-party data opens the opportunity to create highly personalized paid advertising campaigns that can target known customers. These lower funnel campaigns can be your most effective revenue drivers, but how can you use your first-party data to feed your top-funnel initiatives like awareness and acquisition? The good news is that today …
The relationship between brands and customers continues to grow closer… and more complex. Make no mistake: Your customers want to hear from you, and they want to engage on a more personal basis. But their expectations for meaningful, contextually relevant interactions have never been higher — and if your brand doesn’t consistently meet or exceed …
Sometimes, what’s appropriate for one audience is anything but for another. Take ads for sports betting, an estimated $40 billion global industry gaining even more momentum in the wake of a 2018 U.S. Supreme Court decision granting states the right to authorize commercial wagering on football, basketball, baseball and more. Nine states now offer sanctioned …
Sometimes, less is more — especially in digital marketing. Ask Marc Pritchard. Procter & Gamble’s CMO made international headlines in 2017 when he slashed $200 million from the CPG goliath’s digital ad budget, returning to the spotlight when the gambit boosted reach by 10 percent. “We were annoying the hell out of people,” Pritchard admitted, …
Sometimes, the ads your brand doesn’t send are just as important as the ads it does. Think about how consumers shop. A young woman may spend days, even weeks, hunting for the perfect bicycle. She scours the web at night, prowls local stores during her lunch hour and pores over mobile shopping apps on her …
If you’re not putting your first-party data first in 2019, then your brand is coming in dead last.
You thought you paid for real-time identity resolution. But that’s impossible when data files are onboarded via individual batch. You assumed you were continually enriching your identity graph. But you must constantly start over from scratch. Even now you’re still paying to re-onboard customers you already know. You wish you could own and control an …
A version of this article previously appeared in Martech Today. As U.S. marketers intensify their focus on customer identity resolution — an investment a Winterberry Group/DMA study projects will jump from $900 million in 2018 to $2.6 billion by 2022 — data onboarding is thrust into the spotlight. Why now? Sure, onboarding — the technical …
“Every business needs to tap into their inner Amazon.” Great advice from Tom Liantonio, CEO and founder of real-time bidding platform ClickCertain.com, during Signal’s recent webinar Data Onboarding: The Cornerstone of Identity Resolution. “It doesn’t matter how your business starts, you’re in the relationship business,” Liantonio explained. “Amazon is just leveraging that relationship.” Presenting alongside …
Data onboarding and activation extend customer engagement beyond basic targeting and remarketing use cases, enabling real-time content personalization that boosts both loyalty and revenue. But onboarding approaches vary greatly from one identity vendor to another — and those disparities can make the difference between delivering the right message at the right place at the right …