Not long ago the buzz around making consumer campaigns “customer centric” was gaining steam and many marketers began exploring how to execute on this and reach their customers across multiple channels and on multiple devices. Once they began to go through the due diligence process of collecting the data a new problem emerged and that was the issue of attribution. While reaching the audience on multiple devices and multiple channels, having the ability to attribute the results back to other data used for the campaign was problematic. Third party data became more important to append data to existing data sets to create a complete view of consumers, and see which channels had the best engagement, and on which devices they have had the most success reaching consumers on.
Another new issue came up during the process as well. Many marketers realized they really only knew the online persona of their customers. They could likely reach them through a display, mobile and social campaign, but reaching them by email or direct mail (the areas showing the most engagement recently) was problematic. They realized their Omni channel campaign may be missing two of the most effective channels for distribution. In trying to solve this issue marketers are discovering there are multiple benefits they did not expect.

Better insight into custom content. With better attribution also comes better insight into what motivates a consumer to act and what they react to. This helps to direct marketers as to what content works best and will have the best ROI for specific consumers.  While some may react favorably to custom suggestions for products or services that compliment other products or services they have, others may be triggered by life events or offers of savings on a purchase price. This will help determine also if notifications via mobile or coupons via email or app or display ads will work best.

More Centralized Organizational Data for Marketing. In putting together a complete view of consumers, many organizations are realizing the data they are collecting needs to be centralized not only to make access to the various silos easier but because it is easier to see if there are any holes in the data they have.

A more inclusive attitude towards data. Many organizations are hung up on the importance of first party data until they discover the realities that it doesn’t always convert like they think it will and they may not have the scale they want for growth. This is forcing many organizations to seek out third party data providers and create a more inclusive plan for their data ingestion. At the same time, it is also causing them to take a second look at what they are collecting and the quality of the data they have on hand. Making sure they have up to date and accurate data, matching it to purchase behavior and then validating the deliverability of the data they have in house makes the data they get from third parties often more accurate as well because third parties can then validate it as well and build “look alike” audiences against it or point out differences in what they find regarding their Brand, product or services to avoid potential first party “tire kickers” or consumers that may not engage or be interested.

Better ROI and engagement. The ultimate benefit should be better ROI and engagement. Having the ability to know how your customers like to be reached, what products are of interest to them, possibly some of their web habits and routines and more ultimately help the campaigns become more integrated into their daily routines and appear to be a more natural connection. This, in turn, helps engagement and has a better chance of getting and holding their attention.

The bottom line. Organizations who can accomplish this with the help of IT will grow their companies marketing maturity by leaps and bounds, not to mention have a decisive edge over the competition when it comes to execution as only 8% of companies right now feel confident about their Omni channel view of consumers.

Datastreams’ Ingage 360 Allows you to have a complete view of your target consumer with records that are all opted in, and consumers can be targeted offline by postal and telemarketing efforts, online by keyword, interest, and intent. Audiences can be targeted by intent to purchase categories, IP Address (B2B & B2C), and by a device (desktop, tablet, and smartphone). Data can be licensed for append purposes, marketing purposes, and hygiene & verification uses. Datastream will also enhance and enrich a company’s existing records through their Ingage 360 platform.

Datastream has a competitive edge licensing their data because there is a large appetite in the current market for a marriage of digital identities to households. The Consumer Master File is built from active online consumer and business audiences and can be traced back to a postal address. You can also find our data on platforms like LiveRamp data store, Lotame, and others. For custom requests, or to find out more contact us. We specialize in helping you make sense of your data, engage and convert the right audience.. (bryan@datastreamgroup.com)