November 2017

Mohammad Anas Wahaj | 23 nov 2017

Customer data is key for effective decision-making in marketing and advertising. Even though technology has provided tools to collect and analyze data, and obtain valuable insights, both brand marketers and agency buyers are unsure of the transparency and effectiveness of the data their partners are providing. According to the recent study, 'More Data, More Problems: Trust, transparency, and Targeting in 2017' by Bazaarvoice and Ad Age, more than 75% of survey respondents admitted they are not fully confident that the data they're utilizing is hitting consumers who are in-market to buy. Additionally, 65% of respondents claimed they do not fully understand the origin of their data sources. Here are 10 important questions that one should ask the advertising data provider before embarking on a marketing campaign and get the best value from it - (1) What are the sources of your data? (2) How far does your data reach? (3) What percentage of your data is created from a look-alike model? (4) Which intent signals or behaviors place a user into an audience segment? (5) How do you maintain your audience segments? (6) Can you explain the process behind how you define your audience segments - and the data that feeds into them? (7) In which categories does your data best perform, and why? (8) For which metric(s) does your data best perform, and why? (9) Can you reach the same user across their multiple devices? (10) Does your data drive brand consideration and/or sales, and can you accurately attribute the performance lift directly to your campaign? If so, how? Read on...

AdAge: 10 Questions You to Need to Ask Your Advertising Data Provider
Author: Toby McKenna

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