Gaining An Edge In Data-Driven Marketing

Gaining An Edge In Data-Driven Marketing
SHARE
THIS



Data for businesses has evolved from merely providing information, to giving answers and driving actionable insights. But in order to be truly data-driven, what are some of the key trends that marketers need to consider? Here, Saurabh Dangwal, vice president, APAC, MediaMath, discusses some recent trends in data-driven marketing that will resonate with marketers across the globe.

In a recent global research study done by the The Winterberry Group and Global DMA, 80 per cent of the marketers, technologists and service providers surveyed said that data is crucial to the deployment of their marketing and advertising efforts.[i]

It’s all about the consumer

As consumers increasingly expect better targeted and personalised communication, moving from a Channel-Centric approach to Audience-Centric marketing just makes good business sense. For evidence, the increased usage of ad blocking technology is a direct reaction of consumers being delivered irrelevant and inappropriate advertising messages.

To meet this expectation, businesses rely heavily on their marketers to know all they can about their customers, and to be able to interact with them effectively.

The demand to deliver more relevant communications is one of the most important factors driving the use of data in marketing today. Data helps businesses deliver better-crafted messages, delivered to the most appropriate members of an audience population, and also improves the customer experience across media touchpoints.

Digital channels are the new POS

Consumers from all demographics are now spending more time online. With almost half of the world’s internet users sitting in Asia and the Pacific,[ii] there is a huge opportunity for digital channels here to lead the pack in terms of touchpoints with consumers. Marketers are tapping on this by bridging the gap between traditional and digital in their media mix.

Web and e-commerce content, social media, mobile, paid search engine marketing and online display advertising all make up today’s marketer’s arsenal to achieve the holy grail – reaching the right customer at the right time with the right messages. In fact, the study by The Winterberry Group and Global DMA found that digital channels posted the most substantial performance gains compared to other media channels in the past year (prior to October 2014).1

Marketing has gone digital, because that is where the consumers are – and therefore, that is where the insightful data is.

Have you got the talent?

Going digital requires expert talent who can unlock and generate more value from data-driving marketing efforts. Many business managers are known to look across the globe for professionals with data analytics experience, demonstrating a clear demand (and scarcity) for these talents.

Within organisations, employees with data analytical skills, at all levels, across all functions, are valued today more than ever before. A recent study by IDC found that organisations with a strong analytics culture, supported by upper management, see significant improvements to organisational performance.[iii] With the right people and the right attitude towards data use, businesses can really reap the benefits of better, more actionable insights.

What next?

The task of navigating more complex data, several media channels, increasing customer requirements and higher expectations from business leaders for better insights creates a challenge – there is much more information to manage, even for the data-savvy marketer!

For example, on an average, MediaMath sees over 150 billion online advertising opportunities per day. For a marketer, managing these opportunities across multiple marketing campaigns every single day is unthinkable; there is too much data behind these opportunities that cannot be made sense of by the ordinary human mind. Synthesising these data points across a few million consumers and intelligently delivering personalised content can only be done through advanced technology powered by algorithms.

The solution – digital marketing technology that enables meaningful insights to be derived from massive, complex data sets. With these insights, digital marketers will be able to execute across many areas of digital including (and not limited to) programmatic advertising, data management, audience analytics, marketing automation and creative management. The more intelligent the technology, the better the consumer insights, and the more targeted the marketing approach – eventually leading to better business decisions and results.

[i] The Global Review of Data-Driven Marketing and Advertising, The Winterberry Group and Global DMA, October 2014

[ii] Internet World Stats

[iii] Fine Tuning for Performance: How Culture and the Right Analytics Drive Success for Leading Organisations in Asia and The Pacific, IDC, April 2015

 

Please login with linkedin to comment

Designworks

Latest News

Masculinity Roasted In Clever New Ad
  • Advertising
  • Campaigns

Masculinity Roasted In Clever New Ad

Think masculinity means drinking a case without chundering? Well, rediscover it (& possibly yourself) with this top ad.

by B&T Magazine

B&T Magazine
WPP AUNZ Partners With Career Trackers Indigenous Internship Program
  • Advertising

WPP AUNZ Partners With Career Trackers Indigenous Internship Program

Advertising and marketing network WPP AUNZ has joined the Career Trackers Indigenous Internship Program as part of its commitment to a diverse workforce, and the creation of opportunities that inspire excellence. As part of the program, WPP AUNZ has welcomed its first three interns: Abi-Leigh Dillon (WPP AUNZ), Amy Mccutcheon (MediaCom) and Jacinta Evans (Ogilvy), […]

Taboo Goes On A Hiring Spree
  • Advertising

Taboo Goes On A Hiring Spree

Taboo has gone a hiring spree. And when it comes to sprees, that's far better than a shooting one or a farting one.

Luke Kelly Becomes A Partner At HBT
  • Advertising
  • Marketing
  • Technology

Luke Kelly Becomes A Partner At HBT

B&T's not sure what's with that twirly thing in the press photo, suffice to say a vortex to an alternate dimension?

Women In Media Profile: Alison Michalk
  • Media

Women In Media Profile: Alison Michalk

If B&T's Women in Media profiles were an animal they would be a gazelle or lioness, or even a lioness eating a gazelle.

by B&T Magazine

B&T Magazine
Grant Broadcasters Makes Several Changes To Senior Executive Team
  • Media

Grant Broadcasters Makes Several Changes To Senior Executive Team

Independent media company Grant Broadcasters has announced a number of changes to its executive ranks. Grant Cameron will move up to become non-executive chairman for the company, and Alison Cameron (pictured above) – currently the chief operating officer – will assume the CEO role. Dugald Cameron remains responsible for the family’s investment portfolio and is […]

Shopper Media Group Partners With Mist To Offer New Tech & AI-Driven Capabilities
  • Advertising
  • Media

Shopper Media Group Partners With Mist To Offer New Tech & AI-Driven Capabilities

Australian retail out-of-home (OOH) business Shopper Media Group (SMG) has announced a partnership with AI-powered wireless networks provider Mist. The partnership will see SMG offer new WiFi, analytics and location-based services across the company’s portfolio of Australian shopping centres. Mist currently provides WiFi and location services using virtual Bluetooth LE technology to businesses across all […]

Indy Agency This Is Flow Wins Cruiseco’s $5 Million Media Account
  • Advertising
  • Media

Indy Agency This Is Flow Wins Cruiseco’s $5 Million Media Account

Travel organisation Cruiseco has announced the appointment of Sydney independent agency This is Flow (TIF) to handle its $5 million media account. This is the first time Cruiseco has appointed an agency, having managed its communications internally. Cruiseco is the largest and broadest distributor of cruise products in the Southern Hemisphere. With a membership base […]

Women In Media Profile: Naomi Shepherd
  • Media

Women In Media Profile: Naomi Shepherd

Need a Monday morning pick-me-up? You could stand naked next to the office fridge or read these inspiring words.

by B&T Magazine

B&T Magazine
APN Outdoor Takes Off With Queenstown Airport Contract
  • Advertising
  • Media

APN Outdoor Takes Off With Queenstown Airport Contract

Out-of-home media business APN Outdoor has won the tender for New Zealand’s Queenstown Airport. As part of the new agreement, APN Outdoor has flagged extensive development plans for Queenstown Airport’s advertising assets. The new contract adds Queenstown Airport to APN Outdoor’s existing portfolio of Auckland and Christchurch Airports. The media company will hire a South […]

Havas Secures Exclusive ‘Fight Of Champions’ Broadcast Rights With Foxtel For Australia & NZ
  • Media

Havas Secures Exclusive ‘Fight Of Champions’ Broadcast Rights With Foxtel For Australia & NZ

Havas Sports & Entertainment ANZ, a division of the broader global full-service agency Havas, has confirmed an exclusive deal with Foxtel to showcase the World Boxing Association (WBA) Welterweight Championship across the trans-Tasman. Billed as the ‘Fight of Champions’, Manny Pacquiao and Lucas Matthysse will square off for the WBA Welterweight belt this Sunday. Havas […]

The Question On Everybody’s Lips At Cannes: How Did Tesco Win The Grand Prix Media Lion?
  • Media
  • Opinion

The Question On Everybody’s Lips At Cannes: How Did Tesco Win The Grand Prix Media Lion?

In this guest post, PHD’s Chloe Hooper (pictured below) analyses the campaign that claimed top honours in the Media category at Cannes this year. I sat in the auditorium as the Cannes Media Lion winners for 2018 were awarded. One thing became instantly clear to me: it is all about taking home Gold or the Grand Prix. […]

Opinion

by B&T Magazine

B&T Magazine
MINI Australia Showcases New ‘Connected’ Vehicles Via Vizeum & Posterscope
  • Advertising
  • Campaigns

MINI Australia Showcases New ‘Connected’ Vehicles Via Vizeum & Posterscope

An integrated campaign by Vizeum Melbourne for MINI Australia’s new ‘Connected’ vehicles will see digital out-of-home (DOOH) served via Posterscope’s Liveposter platform. Delivered centrally, the campaign will showcase the flexible qualities DOOH provides via multiple creatives targeted with specific data overlays such as location, traffic, time of day, and weather triggers such as rain. The […]

Women In Media Profile: Lisa Sheehan
  • Media

Women In Media Profile: Lisa Sheehan

The delightful Lisa Sheehan straps into B&T's "cage of truth" we actually prefer to call our Women in Media profiles.

by B&T Magazine

B&T Magazine
News Corp, Storyful & Fox Sports Join Forces To Support AIME Hoodie Day
  • Advertising
  • Campaigns
  • Marketing
  • Media

News Corp, Storyful & Fox Sports Join Forces To Support AIME Hoodie Day

News Corp Australia, Storyful and Fox Sports have joined forces in support of 2018 AIME Hoodie Day with a creative advertising, PR, social media and editorial campaign across print, digital, and broadcast media. Fox League presenter Hannah Hollis (pictured above) fronts the AIME Hoodie Day campaign, conceptualised, designed and created by News Corp’s trade marketing […]