How Today’s Marketers are Using Data Enhancement and Analytics
First-party consumer data is essential for targeted advertising. But it doesn’t tell the whole story or provide the comprehensive knowledge that marketers need. In our latest research collaboration with Digiday, we asked brands and agencies how they’re enriching their data to improve their marketing outcomes. Our recent webinar uncovered what we learned.
Marketers understand that collecting and analyzing first-party data is crucial to reaching the right people in their campaigns. But high-quality third-party enhancement data from reliable external partners is also a key piece of the puzzle. It helps brands obtain a more comprehensive view of their prospects and customers. When marketers have this holistic understanding of how people are spending beyond interactions with just their brand, they can run more accurately targeted, higher-performing campaigns that produce more revenue.
So what does using different types of data to inform more targeted marketing look like in practice? We recently collaborated with Digiday to find out and published our report, The State of Marketing Data Enhancement and Analytics: How Brands and Agencies are Using Data to Improve Marketing Outcomes. On September 14, experts from both Wiland and Digiday came together in a live webinar to dive into the report’s key findings.
You can view it below to hear from Digiday’s James O’Brien (President, Custom) along with Wiland’s Drew May (Chief Client Officer), Michelle Harness (Division Vice President), Louis Rolleigh (Senior Vice President, Product Management), and Dennis Smith (Vice President, Data Success) as they discuss how marketers are using different types of data to drive more effective marketing now and also discuss the future of marketing data and analytics.
From this webinar, you’ll learn about:
How you can identify—and fill—gaps in your customer and prospect knowledge
The presenters highlighted the types of data that respondents to the report survey were most interested in obtaining as well as the expanding role of agencies in helping curate useful, high-quality third-party data for their clients.
How to improve your marketing outcomes by analyzing and enriching your customer data
The presenters noted the importance of finding high-quality data partnerships. The quality of the data itself is vital, but so is the quality of the partnership and the expert team helping lead marketers through strategic decisions.
The most important use cases for third-party data
While customer segmentation remains a prominent use case for data enhancement and analytics, the presenters outlined additional strategies that marketers are—or should be—employing, such as more dynamic personalization and creative decision-making.
The real impacts of AI and identity resolution for data-driven marketers
The presenters noted how, while the marketing industry is embracing the benefits that AI, machine learning, and identity resolution can unlock in predictive analytics, we have only begun to tap these technologies’ potential.
Watch our Webinar
The State of Marketing Data Enhancement and Analytics
How Brands and Agencies are Using Data to Improve Marketing Outcomes
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Tags: advertisers data analytics data collaboration enhancement data first-party data third-party-data