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Why first-party data collection should be a priority for marketers

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Why first-party data collection should be a priority for marketers


“No matter what your business objectives are, you need to understand your audience and leverage that data to fulfill your objectives,” said Pete Wootton, Chief Product & Data Officer for U.K. and U.S.-based Dennis Publishing, at our MarTech conference.

To meet their business objectives, many marketers have found that first-party customer data collection intersects uniquely with their brand offerings as each informs the other. But in today’s world, brands are relying more on customer data collection and activation to achieve their goals.

“They’ve always been linked, but there is definitely more of a focus on the collection of first-party data and the use of that data,” said Wootton.

first-party customer data unification and activation model
Image: Blueconic

Without a first-party data collection process in place, marketers will find it difficult to build relationships with their customers and meet their objectives.

The challenges and benefits of first-party data collection

“No matter what part of the business we look at, data is central to it,” Wootton said.

Collecting consented first-party data gives brands those extra insights needed to better understand their audience and map out their buying journeys. And, fortunately, there are plenty of tools available to assist in the process.

the benefits of first-party data
Image: Blueconic

“You need to make sure you have good insights into your audience,” Wootton said. “You need to leverage that data in order to maximize the opportunity. Understanding how they behave and what they’re interested in helps you sell products to them.”

Collecting data with a customer data platform

“If you need good quality data, you need to have a single customer view,” said Wootton. “Pull in all your different data sources to make sure you know who your audiences are and what they’re doing, then link that to offline data.”

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Wootton said Dennis Publishing could complete some of these collection tasks with a data lake, but it was missing the single customer view that could turn the information into actionable pieces. So, it opted to use a CDP to help meet its organizational goals.

“As our knowledge increased, and as we saw the possibilities, we realized we needed to talk to suppliers,” he said. ”We had a consultant working with us and did an exploration process — we saw the opportunity in certain areas that we didn’t when we began.”


Looking to take control of your data? Learn about trends and capabilities of customer data platforms in the latest edition of this MarTech Intelligence Report.

Click here to download!


The people and processes in data collection

A team isn’t complete without its players, and data collection isn’t complete without the people running it. In the same presentation, Jackie Rousseau-Anderson of Blueconic asked what Wootton’s organization would have done differently in revamping its data collection processes. In response, he highlighted the need for talented practitioners’ involvement in the whole process.

“I would have brought in some of that talent a bit earlier,” he said. “For example, we invested in some ‘superusers’ — people who are living and breathing it. We did that toward the end of the implementation, and I think in retrospect I would have brought them in much earlier.”

the people behind customer data collection processes
Image: Blueconic

Hiring talented professionals from the get-go can help your data collection stay on track. But more than that, it can provide insights to continually improve your brand’s implementation efforts.

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“They [the talent] would have helped shape some of our thinking and been a good foil for some of the ideas that we had about how it’s going to work in the real world,” Wootton said.

He added, “Get that resource in earlier instead of thinking it’s only a part of the delivery phase — I think they would be useful in the implementation phase.”

Watch the full presentation from our MarTech conference here (free registration required).

About The Author

Corey Patterson is an Editor for MarTech and Search Engine Land. With a background in SEO, content marketing, and journalism, he covers SEO and PPC to help marketers improve their campaigns.



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MARKETING

Is demand for ads on streaming services declining?

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Is demand for ads on streaming services declining?


As consumers sign up for more a la carte streaming apps and other on-demand TV services, they’re slightly less tolerant, on average, when it comes to watching ads, according to a new study by GroupM, the media investment arm of WPP. The research was conducted in December by GroupM’s Audience Origin (formerly LivePanel) and included 1,000 U.S. consumers.

Respondents to the survey were asked, “If it meant a lower monthly bill for your streaming services, how likely would you accept having to watch commercials?” In the previous survey, 76% agreed. This time, 73% agreed.

The GroupM study also concluded that access to ad-free and ad-light subscription services remained high, consistent with the figures they observed through public filings by streaming service operators.

Why we care. If the number of TV watchers who would tolerate ads for a discount on their services hovers around three quarters, that’s still sizable, and the reason why a company like WarnerMedia introduced an ad-supported version of their HBO Max app last spring.

Read more: 2022 Predictions: CTV and cross-channel advertising

WarnerMedia announced that combined HBO and HBO Max subscribers were at 73.8 million subscribers, but declined to provide a breakdown of how many chose the ad-supported tier of HBO Max, which is priced at $10, as opposed to $15 for no ads.

In an online press appearance, WarnerMedia’s President of Advertising Sales JP Colaco declined to provide the specific breakdown, but said that viewers did “sign up in droves” for the ad-supported tier.

As the streaming landscape continued to mature, ad-supported video, or AVOD, will remain a significant segment.

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About The Author

Chris Wood draws on over 15 years of reporting experience as a B2B editor and journalist. At DMN, he served as associate editor, offering original analysis on the evolving marketing tech landscape. He has interviewed leaders in tech and policy, from Canva CEO Melanie Perkins, to former Cisco CEO John Chambers, and Vivek Kundra, appointed by Barack Obama as the country’s first federal CIO. He is especially interested in how new technologies, including voice and blockchain, are disrupting the marketing world as we know it. In 2019, he moderated a panel on “innovation theater” at Fintech Inn, in Vilnius. In addition to his marketing-focused reporting in industry trades like Robotics Trends, Modern Brewery Age and AdNation News, Wood has also written for KIRKUS, and contributes fiction, criticism and poetry to several leading book blogs. He studied English at Fairfield University, and was born in Springfield, Massachusetts. He lives in New York.



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CORE Branding with Jeff J Hunter and Trisha Leconte [VIDEO]

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CORE Branding with Jeff J Hunter and Trisha Leconte [VIDEO]


Jeff J Hunter (owner of VA Staffer) recently partnered up with Trisha Leconte to run BrandedMedia. Trisha’s personal branding agency “HEROBrand” – which is an acronym for “Helping Entrepreneurs Realize Opportunities”- was absorbed by BrandedMedia and they are so excited to announce their partnership.

In this video, Jeff and Trisha talk about the CORE Branding Method focused around building your own personal brand!

https://brandedmedia.io/

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https://www.digitalmarketer.com/



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How to Make the Most of AI Writing Tools, According to Bloggers

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How to Make the Most of AI Writing Tools, According to Bloggers


AI writing tools have come a long way since spellcheck.

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