We spoke with industry leaders from Ampersand, Basis Technologies, Captify, Cuebiq, CvE, Fetch, Madhive, MiQ, and Samsung to gather insights on how innovations in data and identity are creating stronger consumer connections.
Here are five key insights to consider.
1. Build on trust with first-party data
Stricter privacy regulations and growing customer expectations mean businesses must rethink how they gather and use data. A robust first-party data strategy centers on gathering high-quality data, such as behavioral and transactional data. By using behavioral, lifestyle, and purchasing data, brands can craft personalized strategies that align with their goals. This approach balances effective targeting with building trust and complying with privacy rules.
Integrating identity solutions like Unified I.D. 2.0 (UID2) and ID5 into existing data strategies improves interoperability across platforms while keeping user privacy intact. These tools help create more effective campaigns.
“We’ve been preparing and leaning into educating our clients around the value of first-party data. These are very important and primary considerations in any of our campaigns.”
April Weeks, Basis Technologies
2. Align metrics with business goals
To demonstrate clear value, campaigns need to tie their outcomes to broader goals. Relying only on click-through rates or CPMs won’t cut it. Metrics that measure meaningful results, like driving sales or increasing customer retention, provide greater transparency than surface level data, like clicks or impressions.
A continuous feedback loop between targeting and measurement ensures campaigns can be refined to better align with business objectives. This feedback helps marketers understand who they are targeting and how those audiences are driving key business results. Shifting focus to metrics that resonate with stakeholders ensures that marketing efforts are evaluated based on their true contribution to the company’s objectives.
“The television industry has access to more data than ever before, and at Samsung Ads, our ACR technology helps us provide valuable insights about what content and ads are being viewed. This abundance of data enables us to support clients in aligning their campaigns with business objectives effectively.”
Justin Evans, Samsung Ads
3. Personalize experiences to boost engagement
Personalization drives stronger customer relationships by delivering tailored experiences to individual customer needs. Using data-driven insights to fine-tune offers and messaging makes interactions more relevant, strengthening brand loyalty. Combining behavioral, lifestyle, and transactional data provides a comprehensive understanding of the customer journey and ensures each touchpoint feels personal.
Testing and iterating on personalization strategies also helps identify which data and approaches yield the best results. Scaling these efforts means customers receive the right messaging at the right time, and businesses see better outcomes.
“Every business should be building a data strategy that thinks about the different versions of data that exist and how they bring that together. They don’t necessarily need to own all of it but have a clear rationale and strategy about where you’re using which data sets.”
Paul Frampton, CvE
4. Utilize advanced measurement tools for smarter decisions
Improving the effectiveness of campaigns starts with using sophisticated measurement tools to gain actionable insights. Using analytics like brand lift studies, foot traffic analysis, app download tracking, incrementality, and share of search allows marketers to understand the full impact of their efforts.
With these resources, teams can pinpoint what’s working, make real-time adjustments, and refine their approach. This adaptability ensures budgets are used as effectively as possible.
“We are playing a leading role in democratizing new tools for local advertisers. By mimicking the marketing funnel mentality, we’ve introduced solutions ranging from measuring brand lift to tracking foot traffic and app downloads.”
Luc Dumont, Madhive
5. Adapt quickly to stay competitive
The only constant in advertising is change. Adapting quickly to new technologies and consumer behaviors keeps businesses competitive. A culture of agility fosters innovation, making it easier to respond to industry shifts and discover new opportunities.
Companies that anticipate change and invest in modern data solutions position themselves for long-term growth. Whether it’s adjusting to privacy updates, exploring emerging tech, or staying flexible, businesses must continuously invest in adapting their platforms and strategies.
“Falling behind is not really an option. There’s always a change in advertising and in data where there’s a new horizon. The people who stay close to that and innovate will always follow it.”
Amelia Waddington, Captify
Shaping the future
Building meaningful consumer connections requires advertisers to combine robust data strategies with flexibility and innovation. By focusing on these five considerations, marketers can adapt to today’s challenges while preparing for what’s ahead.
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The home stretch for the holidays is nearing as second wind for retailers is just starting as Experian Marketing Services analyzes the post-Christmas retail trend. Christmas Day 2012 saw a 27% increase in online traffic to the top 500 retail sites compared to 2011. The top retail sites received more than 115.5 million total U.S. visits. To date the holiday online traffic for the past 7 weeks to retail sites are up 10% for 2012 vs. 2011. Each retail holiday milestone day saw online traffic increases so far this season. Amazon remained the top visited site among retailers for this past week ending Dec. 22, 2012 and was also the top visited site on Christmas Day. Walmart, Target, BestBuy and Macy’s round out the top 5 most visited sites. The chart below includes the top 10 results: As tablets dominated our weekly top product search lists all holiday season it wasn’t surprising to see that the Apple iTunes site visits increased 193% and Apple.com visits increased 155% on Christmas Day 2012 vs. Christmas Eve 2012. The top product search terms sending traffic to the Apple.com site were iPod Nano, iPad Mini and iPad 4. Amazon.com visits increased 24% on Christmas Day 2012 vs. Christmas Eve 2012 as the top product search terms sending traffic to their site were Amazon Kindle, Kindle Fire and Kindle Also seeing growth were gift card searches as the year-over-year total search volume for "gift card" variations increased 6.1% this year compared to 2011. The big spike in searches happened last week (as online shoppers passed shipping deadlines). Below are the top 10 gift card searches for last week. We will continue to publish retail site data and insights through this holiday season. Please leave us a comment below if you have any specific questions along the way. UPDATE: The top 500 retail sites received more than 129 million total US visits on Dec. 26th, an increase of 1% compared to 2011 and 12% compared to Christmas Day 2012. Amazon was the top site followed by Walmart, Target, BestBuy and Macy’s. JCPenney, QVC and The Home Depot all moved into the top 10 on the day after Christmas. Learn more about the author, Matt Tatham
Hi, Dana here with an update on my holiday shopping post from before Thanksgiving. Like I thought, I was able to get most of my shopping done that Black Friday weekend. It was all pretty fast and easy, but I did have one not so great experience too. My sister knew I was going to get something for my niece, so when she got an email from Toy World that everything would be 50% off on Black Friday she forwarded it to me to let me know. I was thrilled. I had done some searching for good toys this year and had some ideas. While I normally would shop online, the Toy World coupon said the 50% off was in-store only so I braved the crowds for a good deal. Unfortunately, when I got there I learned that the email was wrong – only select items were 50% off and others were buy one, get one 50% off. I was pretty upset because the hottest toys were the ones excluded from the deal. I came all that way based on the email. I wound up getting a gift, but I could have saved myself the hassle and long lines, especially since I didn’t get a deal that was different from any other day. That was a rough start to the shopping weekend, but, no worries, things improved. I have to tell you about my best shopping experience – I’ve been telling everyone! This year I used Pinterest to see what my mom has had her eye on lately. One of her pins is a food processor and I think that’s a perfect gift for her. I’m a card holder and reward member at Aaron’s department store and I know they carry some really nice kitchen appliances. They also happened to send me great Cyber Monday coupons in the mail – it was perfect timing. I went online on Cyber Monday, used the promo codes from the coupons and not only got great deals, but got free shipping too! How easy was that?! They also sent me shipping notifications so I knew exactly when to expect the package. I am really happy that I got something great for everyone on my list and now have time to enjoy the rest of 2012. I hope you enjoy it too! XOXO, Dana Editor’s note: You can tell that Aaron’s knows Dana. They used their direct mail piece to send her online offers because they know that’s her preferred purchase method. They’ve won her over once again and created a brand advocate. Learn where your company stands in your marketing efforts today, and how you can help move efforts forward to ensure your customers have good experiences like Dana had with Aaron’s, and avoid bad ones like her trip to Toy World.
With the busy holiday marketing season in full swing, Experian Marketing Services has released its online retail round-up for the week ending December 8. The online traffic to the top 500 retail sites increased 5% for the period of December 2 – 8, compared to the same week in 2011. Additionally, Amazon remained the top visited site among retailers, followed by Walmart and Target. The chart below includes the top 10 results: Experian Marketing Services also tracks top product searches. Listed below are the top 5 product searches for the week ending December 8: Uggs iPad mini iPad Beats by dre Ipod touch We will continue to publish weekly retail site data and insights through this holiday season. Please leave us a comment below if you have any specific questions along the way. Learn more about the author, Matt Tatham