How Marketing Can Avoid Getting Its Signals Crossed

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80 minutes ago

In a multichannel, multi-device world, theres more consumer data to parse than ever before. Marketing signals -- the clicks, social engagements and other responses to your marketing activity, along with performance indicators -- make up a solid foundation.

However, data is most helpful when advertisers understand the context of the signal against the objectives theyre trying to fulfill. Cookies are no longer the axis on which digital advertising rotates. Recognizing, differentiating and deriving insights from a variety of other data signals is becoming increasingly important.

How Marketing Can Avoid Getting Its Signals Crossed 02/08/2021
How Marketing Can Avoid Getting Its Signals Crossed 02/08/2021

Beyond the cookie

As the third-party cookie crumbles and other identifiers like the device manufacturers Identifier for Advertisers (IDFA) hang in the balance, companies are looking ahead.

Savvy companies are choosing to expand their view by diversifying the IDs they use to identify and market to individuals, rather than try to go all in on any one ID.

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In addition to matching and resolving these identifiers into a persistent view, marketers and media companies can identify and append more relevant signals to improve segmentation and targeting.

How Marketing Can Avoid Getting Its Signals Crossed 02/08/2021
How Marketing Can Avoid Getting Its Signals Crossed 02/08/2021

Disparate signals, missed opportunities

Heres a use case. Consider a web user who is searching for auto insurance rates in her zip code. Without a robust profile of this person and an understanding of her activity across channels, you might not know she also has a homeowners policy and previous auto policies with the same lender.

Without that more complete understanding, you might simply message this user as a first-time insurance prospect, versus a potential brand loyalist.

Understanding the individual consumer vs. a household

Today, companies must not only recognize and link data points to an individual, but also to households, all while understanding the difference.

The IP address becomes a good

How Marketing Can Avoid Getting Its Signals Crossed 02/08/2021
How Marketing Can Avoid Getting Its Signals Crossed 02/08/2021

entry point

to identify a household. But

How Marketing Can Avoid Getting Its Signals Crossed 02/08/2021
How Marketing Can Avoid Getting Its Signals Crossed 02/08/2021
How Marketing Can Avoid Getting Its Signals Crossed 02/08/2021
How Marketing Can Avoid Getting Its Signals Crossed 02/08/2021
How Marketing Can Avoid Getting Its Signals Crossed 02/08/2021
How Marketing Can Avoid Getting Its Signals Crossed 02/08/2021