The future of advertising is all about meeting the right customer with the right content at the right time on their preferred channels. Data is the key to connecting with customers this way.
The sophisticated and successful campaigns of the future will continuously use data to integrate relevant content throughout customers’ ongoing journeys with the brand — with artificial intelligence and automation optimizing content for different audiences in real time, based on customers’ actions, to ensure the best outcome.
Today, campaign planning always calls for alignment with business outcomes and KPIs, supported by data. When building a data-driven campaign, you can begin by analyzing the journeys your customers are currently on, and measuring the success of different content and channels throughout those journeys.
One customer might prefer to learn about a new subscription through social media before eventually signing up online, while another might prefer to learn about new products through email before eventually buying in-store. Advertisers are reaching customers through a multitude of channels and formats. With cross-channel measurement, advertisers can better understand customer preferences and ensure that every message is relevant, authentic, and personalized.