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BizReport : Advertising archives : August 21, 2015

What are your top 3 tips for brands to connect their data?

Some businesses continue to have a disconnect between the data they collect and the data used to target and optimize their marketing messages. One expert offers his top 3 tips to connect data.

by Kristina Knight

First, make data a two-way connection.

"Brand marketers should ensure a two-way data connection with all their partners and enforce their DMPs to create a mutual data-exchange with key media and technology partners, such as marketing and advertising technologies. For example, the DMP organizes the brand's data and will send customer behavioral data to the CRM system. The CRM system should in turn send data back to the brand to further enrich this user-by-user data profile the brand is creating and maintaining," said Mark Flaharty, executive vice president of advertising, SundaySky.

Second, look for the right partner.

"The two-way data communication is not enough, and often a traditional DMP stops here. Brands should look for a marketing tech partner that can apply the learned analytics from customer interactions to predictive modeling to forecast customer probabilities such as purchase propensity," said Flaharty.

Third, make sure the partners chosen aren't biased.

"The CMO should look for and favor a data partner that is not biased, to help with her data strategies. To better the digital marketing ecosystem for all, technology players should generate value to the brand, which in return should generate value for the entire ecosystem," said Flaharty.

Tags: advertising data, data, data connection, SundaySky

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