![]() ![]() This data is going to be people-based, and I believe transactional data is best placed to serve as the alternative. Instead, they’re going to shift to new types of data. When I speak to marketers, it’s clear they’re not going to give up on a decade of best practices in audience buying. But as digital IDs deprecate, brands are starting to ask the question “What’s going to come next?”Ĭhange is inevitable, and we’ve already seen adtech shift investment to categories like Customer Data Platforms (CDPs) and clean rooms, which are built around connecting data about real people in order to reach real people. Huge investments have been made and hundreds of businesses have been built on that foundation. Trend 1: Brands need an alternative to digital dataĭigital IDs, like cookies, have been foundational in adtech for years, and instrumental in helping brands communicate with their customers. Let’s explore the three trends I mentioned above. ![]() It will be privacy safe data about what’s on people’s grocery lists, which models of car they’re buying, and how much they spend on streaming entertainment services. The transactional data we’re going to see more of in 2022 is ‘big data’ from third parties, often industry-specific providers, that helps fill those gaps. Or even about transactions happening in other categories that can provide you with insights to inform your next marketing move. It won't tell you about the transactions your customers are making with your direct competitors. Every business has data about how their customers are buying from them, but this first-party transactional data will only tell you so much (assuming you're able to manage and use your own transactional data effectively, for starters). You might be thinking, “Don't brands already have transactional data?” Yes. Information about the who, what, where, how (and how much) of purchases or other relevant transactions. Transactional data is what it sounds like: data about customer transactions. A drive for brands to get more strategic with their use of data, given it's likely they’ll have less audience data to play with in future.įor me, these three trends define the new reality facing brands today, and they highlight the growing relevance, power, and untapped potential of transactional data.The management of people-based IDs and associated data on platforms purpose-built for this new reality. ![]()
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