Discussion after discussion with everyone from DSP’s, SSP’s, publisher and marketers makes one thing clear…….data is becoming more important in marketing, as is attribution. But sadly either no one is taking responsibility for the data that is used or really knows who is responsible for it, or is buried in peta bytes of real-time data they are struggling to make sense of for their clients. While having call after call to discuss making our data available to potential clients the resounding feedback is they know it is important and they are either just at the beginning stages of building use cases or are leaving the responsibility of data and how it is used and productized to someone else. Some are even still trying to make sense of the data they have to make it more readily available to their clients and make is useful.

The Challenges – If you are a marketer be prepared to take on the responsibility of finding the data you need and validating it. In talks with DSP’s, most are saying they are data agnostic when asked by the client who they should use for data. They may have suggestions, but then provide a disclaimer that they are not responsible for the success or lack of it should the data be flawed. SSP’s are often in the same boat sighting publishers who can give basics around demographics and segments based on probabilistic data, but when pressed for attribution or how “in market” their audiences are, most are not that far along or that sophisticated yet. Things like defining mobile vs. set top boxes in video delivery are still a challenge. Cross-device attribution for many is still a ways off. As for data providers, many are just now beginning to offer a way to link consumers offline and online identities. The challenge here is that many started with a base of online data using IP or latitude and longitude to provide attribution back to verified household data instead of the other way around. It means it is more of the “close enough” that many marketers settle for when it comes to audience delivery. If you are verifying identity back to a +four zip code them you need to market to three extra households in order to hit your targeted customer. While this may not seem like a big deal, if you are marketing at scale and want the best data, expect it to be somewhat costly.

Data is evolving with the market – Two things are working against you when it comes to buying data. They are time and the way the market is constantly evolving. Time because you want the most recent up to date data on your targeted consumer. The way the market is changing is more of a moving target. Today people are aware of the inherent issues with IP’s but still use them to get “close enough” when it comes to location data and building audiences around people who frequent certain locations. A lot of it depends on your use case and how much slack you have built into the model and KPI’s for success. As data evolves with the market new things like in app data and how it is used or how often has become more important. In-app purchases for games and even event type (GPS, Wifi, beacon and more) have become important information for marketers in understanding their potential customers and patterns they have and how best and when best to reach them.

The bottom line – As it becomes more important for marketing to become more transactional and location based you will see even more emphasis grow on location accuracy and timeliness of the data. Being able to deliver a message to a consumer while they are in store will become the norm as opposed to the nice to have. You don’t have to look any further than Disney and Marriott to see how this might play out and will evolve in other markets. In areas such as retail having the ability to push offers and how they compare to say buying in the brick and mortar store vs. on Amazon will become a value add for consumers and a way for them to integrate into their daily routines to increase sales and business. Shop and compare is one way where IoT will force retail and others to up their game when it comes to marketing in general and with data.

Datastream’s OneDB records are all opted in, and consumers can be targeted offline by postal and telemarketing efforts, and 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 OneDB 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 datastore, Lotame,  and others. For custom requests, contact us to build audiences for you using keyword and or location data. We specialize in that. (bryan@datastreamgroup.com)