Why is a data-centric approach important in marketing? For two main reasons:
- Cross-device usage is increasing: Who is the person on your site and what devices is she using? The average US consumer owns four digital devices and consumers spend 60 hours a week consuming content across all devices.
- Data drives performance: It’s hard to get the right data and use what’s effective—but it’s a must because data drives efficiency. Seventy-one percent of marketers say second-party data increases revenue. Personalized ads based on previous purchases are 92 percent more likely to lead to a conversion than static ads.
Enriched first-party data is the best data. But there’s limited scale and insights. You need to overlay it with other data from other activity from across the internet to get the right messages in front of the right consumers. Second-party data—other brands’ first-party data–is one way to do this. In the webinar “Top Four Approaches to Building a Data-Driven, Customer-Centric Strategy” with the DMA, Heather Blank, SVP of Helix, walks through how marketers can do more with their data. Watch the webinar below or here on YouTube.