How Audience Intelligence and Data-Driven Marketing Drive Superior Results


Consumer expectations are higher than ever, and for many, the desire for a personalized experience when shopping online is high on the list. For advertisers, deploying personalized ads while engaging consumers with the highest propensity to take a desired action can help reduce media spend, increase conversion rates, and improve campaign ROI. To maximize advertising impact and performance, a solid data-driven strategy is crucial.

Audience intelligence capabilities continue to improve and data signals have emerged as a powerful way to re-engage, re-engage and retain target audiences. As advertisers move toward a cookie-free future, leveraging powerful first-party data and data signals can be the key to superior multi-channel advertising campaigns that engage and convert audiences.

The importance of building data-driven consumer journeys

Consumers are unlikely to convert the first time they interact with a brand. Instead, they embark on a consumer journey that ultimately ends in a decision. For brands to maximize the likelihood that a consumer will choose their products or services over those of a competitor, it is crucial to create data-driven consumer journeys, allowing advertisers to target the right people with the right messages. at the right time and in the right place to encourage action.

Data signals can help improve data profiles by alerting an advertiser when a consumer in their database is actively shopping. But, for data signals to be actionable, they must be in real time. For example, a data signal could alert an advertiser that a consumer visits a particular web page, clicks on an email, or submits a form. This real-time data is incredibly powerful and can include web activity, including competing websites. DMS, a leading data-driven service provider digital performance advertising solutionsleverages its proprietary data resources to more effectively connect consumers and advertisers to deliver strong advertising performance.

Audience intelligence helps improve lifetime value

Audience intelligence has positive implications for advertisers and consumers. The collection and use of data, especially real-time data, should result in a more personalized and relevant advertising experience that the consumer appreciates and that converts better for the advertiser, leading to improved click rates. conversion, campaign ROI and lifetime value. Data signals, in particular, help advertisers better engage consumers at the right time because they provide an indication of what consumers are doing right now. The more detailed and up-to-date a data profile is for a consumer, the more personalized the experience the advertiser can provide, keeping the consumer satisfied and more likely to come back and buy again.

Preparing for a world without cookies

With the advent of digital advertising, cookies have been a game changer, helping advertisers target audiences more effectively. Although cookies are still in play, they are being phased out and digital advertisers need a new game plan. Not only is the era of cookies coming to an end, but cookies tend to be less effective compared to real-time data strategies because they rely primarily on what happened in the past. A data signal program, such as the one that DMS offersgives advertisers more control and provides visibility into when consumers are actively buying and therefore have a higher likelihood of conversion.

Regardless of when cookies officially disappear, digital advertisers are better positioned to succeed by leveraging real-time data strategies that give them more control and more information to better target their advertising efforts.

Real-time data strategies optimize monetization

Real-time consumer intent data helps brands improve advertising performance in three distinct areas: reactivation, re-engagement, and retention. Advertisers can maximize monetization opportunities by focusing on all three.

  • Reactivation: Instead of relying solely on cookies, data signals can alert advertisers that a consumer is actively shopping right now. By reaching consumers while they are actively in the market for a product or service, advertisers have a better chance of reaching them at the right time to encourage them to take action. This reactivation may also include the reactivation of consumer data that was inactive, such as former customers or consumers who inquired in the more distant past.
  • Re-engagement: Consumers won’t always convert right away. Data signals help advertisers re-engage consumers who haven’t yet converted to take a desired action (like submitting a form or making a purchase). Once a consumer converts, real-time data can trigger another signal to stop re-engagement efforts, creating a more positive user experience.
  • Retention: Data signals can help brands increase customer retention and LTV by alerting advertisers when current customers are back in the market. Coupled with other data like a customer’s purchase history, advertisers can get their best deals or personalized recommendations in front of those customers while they are actively shopping.

Digital advertising continues to evolve, and audience intelligence helps advertisers better identify the right people with the right message at the right time and in the right place to drive action. Data signals represent the next chapter in digital advertising, informing advertisers when their target audience or current customers are actively buying. Leveraging data signals to re-engage, re-engage and retain audiences maximizes monetization and helps drive the future of digital advertising.


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