3 reasons marketers should learn to love data

By Ahsan Khalid, director of technology at Centric

The market needs to stay ahead of the every evolving behavior of its product buyers, as the retail sector grows. To cut across the fragmented touchpoints in digital, close to half the marketers we deal with in the Middle East have adopted programmatic media buying, with the other half midway through picking a demand side platform.

What makes programmatic so powerful is the cookies it has access to, both from a legacy perspective and from the data management platform a new user brings forth for integration.

Data has, in the past decade, been empowering companies with meaningful business decision-making. So it begs the question, what role will programmatic media buying play in leveraging data as the means to raise marketing campaigns to the next level? In this article, I will discuss illuminate how data can be leveraged to create marketing messages that consumers are actually seeking.

Consumer intelligence as an asset

Seasoned brand journalists have noted that with customer-centricity at the core of marketing success, brands have to be in-tune with the changing tastes and preferences of consumers, foresee future scenarios that will play out, and execute their campaigns accordingly.

There is no doubt that customer data now serves as the primary source for marketers to generate insights that will result in brand messages that resonate better with target audiences, driving better business outcomes.

Many marketers in the region have understood this and increased their investments in data- driven marketing. In fact, data has become such an indispensable marketing asset that a recent global survey highlighted that 79.6% of marketers believe customer data is critical to their marketing and advertising efforts.

At the same time, marketers cannot neglect the importance and value of humans in this era of big data as the marketing world revolves around human behavior. The synergy between humans that know how to make intelligent sense of data and machines that can manage various data sources will deliver the deepest understanding of today’s complex consumers.

Putting data to work

With the value of data within marketing, the role of marketers has now changed tremendously, and it is essential for brands and agencies to understand how they can transform legacy processes for the better use of data.

For instance, with information traditionally trapped in Customer Relationship Management and Point-of-Sales systems, data silos have to be eliminated through anonymising customer records and matching data to online devices in order for digital marketing applications to establish target audience groups.

The combination of both online and offline data using a single Data Management Platform allows brands to aggregate, segment, analyse their data and6 to develop highly sophisticated user and audience profiles.

To fully leverage this data, brands can integrate a demand-side platform with their Data Management Platform to deliver highly targeted media campaigns against those audiences. With this architecture, online behavior can also be fed back into the other channels in your marketing mix, therefore supercharging your marketing activity right across the board.

The future of intuitive marketing

In our increasingly connected universe, the demand for data-driven marketing will continue to be on the upward trend as consumers get more and more exposed to information and a variety of choices.

As such, strategies, tools, and human experts that use data effectively will continue to spearhead marketing by transforming raw information into immediate and actionable results for campaigns and business success.

Ahsan Khalid is the director of technology at Centric. He is a trusted partner for clients as well as internal cross-disciplinary teams to ensure quality relationships. He can be reached on ahsan.khalid@centric.ae

The views expressed by the author are his own and do not necessarily represent those of Gulf Marketing Review.

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