Data strategy, your brand and the importance of first-party data

We all know that customer habits have changed in the last two years, causing a shift in marketing strategies and most of all – the use of data.

According to a McKinsey report the E-commerce sales levels are showing approximately 40% growth in the last 12 months. In Spain more than half (56%) of online shoppers spend at least 15 euros a month online. A quarter (26%) spend 120 euros or more. That’s a significant market growth and a customer habit that as marketers we cannot ignore.

The pandemic caused a loyalty shakeup – consumers are buying directly from brands and are not afraid to shift alliances in search of a better price, more personalized service and marketing, and a swift checkout that allows them to shop quickly without leaving their home. Among various reports about current marketing trends, for example from Kantar or Hubspot, the main conclusion is this: 2021 is the time for a change in marketing strategy, making it more about direct-to-customer approach and growing brand authenticity and awareness. Personalized marketing is key and the only way to do it right is by making the most of the data available to your company.

marketing campaign goals

Up until recently the number one channel used in marketing was website, but as of this year it has been trumped by social media. And that is because the social proof is vital for customers – first-time customers need it in order to trust in your brand.

canales marketing

So since the three pillars of contact are social media, website and email, that gives you a chance to use quality and trustworthy information about users. And in the new era of data privacy changes and near the end of third-party cookies, there is nothing more important than first-party data, combined with external data to fuel growth. In fact, the new name is Customer-First Data, because people give us explicit consent showing they want to engage.

Turning data into easily accessible insights makes it possible to understand the audience and competitors and ultimately drive performance. The numbers show it. According to Kantar 81% of marketers declare that we need to exploit the huge opportunities offered by our own first-party data.

Kantar importance of data

64% of advertisers believe that data quality will become more important in the coming years. And 80% of advertisers want their own in-house segmentations to enable media planning and activation.

Analyzing data correctly, efficiently filtering and drawing conclusions will be key to real-time targeting and speedily reaching insights that allow advertisers to reach their KPIs. That also means that simpler and more customizable access to data and its results through the use of dashboards and analytics platforms is a necessary step in any company.

At Data Innovation we are dedicated to helping Marketing & CRM teams increase traffic, sales and new activations and optimize their KPIs. As a data, CRM and optimization consultant, we work with companies that send more than 10MM emails, agencies, eCommerce or retailers, and ESPs. And as partners, we rely on Tableau, Sparkpost, Netcore, Litmus, although we adapt to the technological environment of each client. The objective of our service is for your Marketing & CRM team to have visibility and perspective, apply expert knowledge, learn and put into practice pragmatic and innovative growth tactics, integrate the most advanced tools with a focus on the final results: more sales, more active users, more ROI.



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