Valassis Digital Blog

Three Key Consumer Data Points to Capture for a 360 View

April 23, 2018 | Valassis Digital

Advertisable moments are everywhere. Today’s consumers can shop online anywhere and anytime with the constant availability of mobile devices, cellular broadband and Wi-Fi. They don’t distinguish between different channels of messaging or service delivery, as their home, work, leisure, online and offline activities all bleed into one another. Because consumers have so many digital devices and take them everywhere they go, advertisers have an opportunity to fully understand consumer behavior by looking at their cross-screen lives.

The ability to catalogue all this real-world consumer behavior offers the promise of greater engagement based on more relevant advertising. With all these opportunities to capture your audience, how can it go wrong? Unfortunately, there are many ways to derail your campaigns and waste your advertising dollars.

In fact, many advertisers are challenged to obtain a full online-offline view of their consumers.

Accurately deciphering between online-offline consumer behavior isn’t feasible for the majority of advertisers today. Too many of them use targeting that isn‘t based on real-world, comprehensive views of consumers. Worse, many advertisers rely on incomplete consumer profiles restricted to over-used cookie pools, retargeting profiles and syndicated data, which can prove to be completely out-of-date and no longer relevant.

As a result, brands unleash disjointed campaigns that don’t take into consideration consumers’ overall behavior, their holistic path to purchase, or how, when, and where they prefer to receive brand messages and offers.

How can advertisers be successful in obtaining a full online-offline view of consumers?

By utilizing data and platforms that reach and activate consumers across all channels. This can be addressed by capturing three consumer data points:

Location Data
Start by capturing key, consumer data points that include location data, but be cautious of fraud instances. Using a partner with a highly flexible technology platform can help by offering the ability to ingest massive amounts of data from multiple data sources and determine which data to keep or filter out, all while focusing on driving impact and providing real-time optimization of advertising campaigns.

Knowing details such as the unique needs and preferences of each individual consumer allows for tailoring messaging, channels and timing specifically to reach them. Also, confirm that any campaign creative is based on consumer signals that indicate the status and progress in their purchase journey. For example, advertisers should adjust personalization strategies to make sure they’re not sending consumers in cold weather climates ads for sunscreen or beach gear at the wrong time.

Consumer Graphs
Building a view of the consumer that can update in real-time is an essential first step in establishing a long-term understanding of customers. This profile can then influence campaign activation by filtering down to the optimal channel for each individual. Customer graphs can also be leveraged to track and measure the success of ad campaigns by displaying true, in-store impact, without relying on traditional, empty online advertising metrics.

Combining all this data provides advertisers with rich information that’s longer-lasting, more meaningful and more durable than simple cookies or other data that could be gone or obsolete by tomorrow. These diverse elements can work together and ultimately lead to better consumer experiences with measurable results.

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