Keep your eye on the prize. Ensure your data strategy and roadmap both measure the metrics that matter against key business objectives. It’s also important to make certain these metrics are aligned from the top-down, within your organisation.
Before initiating cross device tracking, ensure that your customer database is comprehensively up to date. These useful attributes can then be imported into your analytics platforms, enriching the existing analytics data. In some platforms, it may be used for remarketing purposes.
Before diving into second-party data, set clear outcomes. You need to know what you expect to see from its use – that will inform the most relevant brands and/or publishers to partner with.
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Web analytics vendors have reported significant differences in conversion rates by devices as well as by different operating systems on the same device. This, coupled with the ever-expanding ubiquity of mobile, will mean cross-device tracking is becoming increasingly important. We’re going to see much more of it when it comes to deciding how to allocate budgets and where to provide rich content.
Using first-party or third-party data to better target your paid digital activity is a constant dilemma that brands face in today’s digital landscape. Choosing between the two forces compromise between the quality and scale of the data. This is where savvy brands will begin looking towards second-party data. It can grant both the quality and amplified reach. In fact, an Econsultancy survey found 77% of marketers received highest returns on data-related investments when leveraging second-party data.
When it comes to data analysis, 2016 will be the year to focus even more strongly on quality over quantity.
You might think that the more data being collected, the more informed and insightful we can be. However, collecting vast amounts of data from multiple sources is actually making it hard for marketers to get the most relevant and useful information. That’s why the focus for brands this year will involve a lot of work up front to make sure they are clear on the best sources and insights to meet business goals.
We’re going to start to seeing the role of ‘Marketing Technologist’ exist within many businesses.
This is someone who is well versed in not only in the technical side of marketing, such as information gathering and analysis, but also the creative side. This combination of skills is critical in the transformation of data into actionable insights that are noticed for all the right reasons.