Audience data: Marketing hurdles & accomplishments

By Anton Ruin

Even though collecting audience data has become easier, much due to the cookie analysis in the first place, there are still a lot of challenges for world’s marketers today.

Mobile Data

Ascend of mobile advertising and the gradual increase of its profitability raise the question, whether it is even possible to collect the correct mobile audience data, given the absence of “cookies” in the segment. The issue may sound really serious to marketers, who aren’t sure if there’s at least a probability to target mobile customers, but, fortunately, things aren’t as bad as they seem. To start with, a wide range of mobile-specific targeting capabilities, offered today, is absolutely impressive and includes mobile geotargeting, OS, browser, language, vendor, carrier, and device type/model targeting, etc. All of these options enable marketers to reach the high-value mobile audience, even with no precise behavior data at hand.

Complex Audience Data Analysis

A lot of experts speak of a vital need to combine the collected audience data in a right way to be able to work with a unified audience image, not just the segregated customers’ characteristics. In this respect, the fresh approach presupposes the complex analysis of audience data, like cookies or location and the more unconventional information, which is rarely researched by online marketers and advertisers.

The latter, in fact, includes data, usually stored in CRM or billing systems, for instance, and is usually attributed to as the “customer data”. According to analysts, a potentially successful ad campaign should definitely start with the complex data analysis in its pre-launch stage, if a company is interested in maximizing ad profits.

Unlike marketers might suggest, the described analysis is possible to conduct, yet, it requires the cooperation between all company’s departments, without any doubt.

Search Data Analysis

Although the notion of search engine optimization is currently expected to lose its essentiality, much because of the recent updates in Google Policies, the analysis of how customers usually find a company’s product and which channels work well in terms of online purchase rates isn’t likely to decrease its marketing weight.

The main challenge, in this respect, is related to the term “Last Click Attribution”, which, actually, excludes almost as many as 90% of audience engagements during companies’ ROI calculations, as the research reveals.

As opposed to a “Last Click Attribution” approach, a lot of reputable experts nowadays speak of a necessity to move to the so-called “Multi-channel attribution” that presupposes consideration of all parts of a marketing chain (e.g. SMS, mail (direct), e-mails, TV, radio, print sources, video/audio marketing, websites/blogs, etc.)

All things considered, today’s challenges, related to audience data aren’t as disastrous as one may think. Nonetheless, they can be overtaken only if a company is willing to develop a complex marketing strategy, which will reflect all possible risks, potentially effective channels and advertising opportunities.

About the author

Anton Ruin is Epom’s CEO.

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