Both regulators and consumers are demanding changes to data protection , and the marketing world is caught in the Marketing budgets increase middle of a back-and-forth.
Fortunately, those in charge are aware of this and are giving their marketing teams the budget they need to try out alternative measurement and advertising solutions.
Nearly half (48%) of marketers say their budget has changed this year to accommodate data privacy measures, with 71% saying their marketing budget has increased.
But, to quote Uncle Ben, a wise old man, a big budget also brings with it big responsibilities —and sometimes a host of challenges.
The use of proprietary data and associated challenges
“Building and deploying data across different environments has n’t always been easy or seamless ,” admits Combette.
Often, marketers need to collect data with one toolset, analyze it with another , and then use those insights in a third .
So it is perhaps no surprise Marketing budgets increase that our research reveals the following:
- 60% of marketers say that collecting telegram data and tracking visitor data is becoming increasingly difficult.
- Almost half (48%) of marketing professionals cite increasing changes and regulations in data protection as the biggest challenge in developing an understanding of their target audience.
- On the other hand, only half (56%) of marketers believe that the data they have about their target audience is of high quality .
- No more than 16% have all the data they need to reach their target audience.
- In addition, 47% say that consumers have become more suspicious and less willing to share their personal data .
So while marketers want high-quality data, their audiences are now less inclined to provide it . Even when they do receive it, it’s often in a variety of places, and many aren’t sure what to do with it.
Fortunately, we have a roadmap —created by Christophe using our own data—for fast, powerful, and easy collection and use of first-party data.
7 steps to building a privacy-focused strategy using proprietary data
1. First, ask yourself what data you actually need
Don’t scroll past this. This isn’t just a casual comment; this is actually the most important step .
If you’re familiar with using third-party identifiers to drive your marketing, you know that you can’t just collect them haphazardly and then handley has emerg as an icon hope you’ll remember what to do with them later. It always starts with a specific use case in mind .
Maybe it’s targeted social media advertising orhttps
Why should proprietary data be any different just because it’s freely available? However, if you collect all kinds of proprietary data without considering its intended use, you’re more likely to violate privacy . It also easily creates a data clutter that helps no one.
Instead, start with your business goals and work backward to the data you actually need.
Check your data sources
Now that you know what data you need, you need to consider where it should come from.
“We are all consumers ourselves. We use apps, the internet, we make phone calls, and we send text messages. Sometimes I even chat online,” says Combette. “We have a wealth of online touchpoints .”
Each of them tells you something unique about your potential and existing customers.
“So the key to everything is having a technical review business infrastructure that provides a 360-degree view of each customer.”
This means collecting data from multiple high-quality sources . Below are the touchpoints that the marketers surveyed believe provide the best quality for proprietary data:
- Customers who register with your company or create an account to sign up for content, discounts, or newsletters (36%)
- Information collected during the purchase process (28%)
- Customer interactions with customer support channels (20%)
