Achieving a cross-channel understanding of the customer is challenging with constantly evolving technologies and an infinite choice of data providers. Data is a powerful tool for marketers and advertisers, enabling an in-depth understanding of consumer behaviors and opportunities, but many marketers struggle with integrating the right data into their strategy. As customers move between channels, from mobile to desktop to purchase, marketers lose transparency. Here are a few tips on attaining the right data for your cross-channel marketing strategy:
Use Authoritative and Deterministic Sources
Third-party data is a must for enhancing first-party data with additional demographic, automotive, political, financial, and interest information. Be leery that not all data sources are equal in terms of methodology and quality, requiring you to be critical of your data providers.
Is probabilistic (modeled) or deterministic (not modeled) the right data provider for you? Ask yourself, when it comes to your customers, would you rather guess or know? Would you rather know your customer is 35 years old and drives a Mercedes, or estimate they are between the ages of 30-40 and drive a luxury vehicle because their household is located in Beverly Hills 90210? Probabilistic data will model, estimate, and make assumptions. Assumptions are dangerous things to make in your marketing strategy. Deterministic data makes no assumptions. If the data is self-reported that means the data is collected directly from the individual, making it the best choice for any campaign. Self-reported, authoritative, and deterministic data will give you accuracy in your targeting efforts, and in addition, you will also realize the cross-channel customer view every marketer dreams of.
Know the Individual
Since advertising attributes vary greatly between many individuals within a household, it is essential to go beyond the household level and require data at the individual level. While deterministic individual-level data can be more costly and exclusive, marketers find increased accuracy, confidence, engagement, and revenue in their purchasing funnel and lead generation strategies by including the right targets and customers matched to the right attributes.
Mobile devices not only enable marketers to understand the customer through real-time behavioral data but also expand cross-channel strategies and awareness. By going beyond mobile message delivery and developing an understanding of the customer through behavioral data, you can deliver targeted messaging and advertising. Mobile IDs not only allow you to reach customers utilizing in-app ads and mobile browsing but also to react and understand specific mobile behavior. This understanding allows you to integrate insightful attributes, such as political, hobby, and demographic information, and PII into your cross-channel strategy. Look for a third-party data provider that combines mobile and online methodologies so you are able to expand your customer understanding and reach across multiple channels.
Optimize, Measure, and Repeat
Once you have integrated the right data intelligence into your marketing strategy, proactively address the evolving customer journey. Create a baseline for conversion and continually measure your results over time. In addition, since data is continually evolving as well, be sure your campaign data is consistently updated and refreshed with the best data quality. Frequently evaluate your cross-channel data sets to identify new personas, behaviors, or identifiers to achieve your marketing strategies.
Learn more about Webbula’s authoritative, deterministic, and self-reported data for online ad serving and where it comes from, contact us, or call 888.993.2285.