To truly differentiate towards consumers and outperform in digital marketing, a unified approach to not just analyzing but especially activating marketing data across media, content and creativity seamlessly, has to be front and center.
The opportunities for AI to really come and amplify marketing returns relies heavily on choosing the right approach and making the right investment and infrastructure decisions, which requires modern marketers to think ahead and actually create a roadmap on how to unlock this value.
The most logical starting point for unlocking value through this process is by focusing on more seamless activation of customer data. And a few key ingredients should be considered:
1: Privacy-Conscious Decisions
A privacy-centric, consented approach to not just storing customer data but also activating it across different platforms, channels and applications.
2: Reliable Data Infrastructure
A market-owned data infrastructure in which customer data sits within a brand’s technical infrastructure, not on servers far-far-away or hidden behind a media agency contract. Additionally, data needs to be clean, harmonized and actionable. AI and automation can never perform if data is not structured and labeled correctly. The right audience segments need to be mapped out to the right media strategy taxonomy, brand personas, and conversion funnels.
3: Omnichannel Optimization with Technological Investments
A world in which different media channels, creative platforms and on-site performance are not just operating in parallel but working off the same data set for personalization and customization. It’s great to nail personalization and AI-driven optimization for a single channel but if consumers are not exposed to consistent messaging across not just different media channels but across paid vs. owned channels, the impact is massively diminished and opportunities and time are wasted.
4: Interconnected Metrics
An integrated world takes stock of media and creative performance KPIs but only works when optimized to interconnected metrics. This requires an overhaul in stacking channel metrics to overall metrics like (predictive) LTV or propensity to purchase/convert.
5: Always-On Measurement
The role of always-on MMM modeling as well as brand tracking allows for an ongoing pulse on not just the performance of marketing, but also the wider context in which these results are generated. The right use of technology and integration of data means these activities do not have to be treated as once-off learnings but as always-on underpinning of an ever-evolving marketing strategy.
Data unification is the key to having an accurate understanding of customer behaviour and the future value of customers. Without an organized and unified data strategy, businesses lose visibility – inhibiting their potential, and limiting profitability.
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