Everyone loves a good dashboard full of data, but, put bluntly, not all data is the same! Learning what data to build your brand strategy upon is critical.
There Are Four Basic Types of Data:
This is your customer data that you can validate. Trust it the most.
This is purchased data from another first-party data owner. Trust it as much as you trust them.
This is aggregated data that is modeled, packaged, and sold. Trust it as far as you can track it and understand its validation process.
This is anonymous unvalidated data from the web. Trust it only if you can tie it back to your first-party data empirically and measure it.
Diving deeper in the virtual world of digital and social marketing will subject you to more and more virtual data that is self-reported, subject to bot engagement, and difficult to tie back to spends and marketing Key Performance Indicators.
Clean up the mess.
Using online identity resolution as an intrinsic ingredient in your marketing plan allows you to tie every data point back to your own first-party data of which you can trust and validate. It’s really a return to people-based marketing but doing it in the virtual age. Check out this chart and think about marketing 1:1 people as individuals on addressable TV.
source: eMarketer, July 2018
> Big returns come from the right data. Big messes will evolve from the wrong data.
Blu is Looking for three bold partners who want to take the Churchill Challenge to dare and endure!
Blu will. Listen and understand your goals and opportunities. We will then take a deep dive into your data that we call a customer portrait analysis as it paints a clear picture of core customers and their needs. We will then design an addressable-channel comprehensive marketing strategy that will make sure you not only endure but thrive. It’s a $35,000 value that will only be extended to three brands. It will include answers to and strategies for the issues raised in this book, and it will ensure your brand is prepared and ready to make the most of what’s next.
To accept the challenge, contact: