Market Insights

Marketers have a lot of their plates. Brands today are developing content at regular intervals and deploying it across their social channels in order to be in front of, and connect with their consumers 24-hours a day, 7-days a week. Marketing automation and digital marketing makes it more possible than ever to track and manage these programs, and the ability to easily collect and assess customer data is truly a timesaver for many marketing professionals. But how can marketers get more out of their campaigns without putting more time in?

Marketers spend their days tirelessly capturing customer data. If you take a look at your CRM it’s likely a vast bank of customer information. But let’s jump off the data collection wagon just for a second. Our automated campaigns can take over for just a second; let’s think about the big picture. What are we doing with all this data? Are we nurturing those relationships? If so, are we doing it effectively? How can we activate all this data and leverage the information we are collecting?

In today’s digital-first and data-driven world, marketers are able to leverage a number of digital solutions to increase engagement and drive consumers to action. But with new technology brings new costs, and brands and agencies are under immense pressure to prove the ROI of their on-site activations. The ability to acquire and report on data during and after an activation is now commonplace.

Today, marketers are spending over $6BN a year on data-driven targeting solutions like data management platforms (DMPs) and demand side platforms (DSPs). However, the majority of marketing teams are not yet fully activating their data.