How to Leverage Customer Data to Maximize Programmatic Marketing

Companies understand the importance of collecting customer data. But, once that data is collected, most fall short of how they use it to influence their marketing efforts. This failure leads to less efficient advertising and overspending. However, when a company can leverage customer data to maximize programmatic marketing, it can provide a significant advantage over their competition.

Connecting Solutions to the Right Audience at the Right Time

Programmatic marketing uses automated bidding and data collected in real-time to segment customer data based on interests, demographics, and location-based behaviors. Programmatic technology identifies what resonates with each individual and chooses how and when to target them, increasing the likelihood that they will engage with the content.

The benefits of programmatic marketing techniques are huge. Besides being able to deliver ads to consumers at the right time and right place, it also eliminates the waste that can happen as a result of other marketing practices. Instead of pushing out content or ads based merely on pre-conceived information and hoping that it connects with who it was meant for, programmatic marketing only works when specific parameters are met.

Customer Data is the Key to Strong Programmatic Marketing

Real-time marketing data is something that companies have craved for many years, and now, due to mountains of consumer data becoming readily available to those who seek it, marketers have the insights to create and manage more effective campaigns.

Types of customer data include:

1. First-Party Data

First-party data is generated through a brand’s owned websites and through interactions between the consumer and the brand itself. This type of information is useful for creating insights about how current customers interact, but also for building lookalike models of potential customers to reach out to. Once an interaction occurs, it becomes easier to produce more content that continues a relationship with your brand.

First-party data can also help you to determine which audiences are least likely to engage with your content so that you can exclude them.

2. Second and Third-Party Data

Second- and third-party data is data owned by clients, suppliers, or advertisers and media owners, or by publishers themselves. A partner can often buy or get access to this data to shape and inform a well-rounded programmatic marketing campaign.

This information is useful because once you learn the behaviors of not only your customers but prospective customers who are searching for similar products or services, you can begin to understand why they might be choosing a competitor instead.

Programmatic Marketing with Mobile Data

For mobile marketing, leveraging customer data analytics can become a complicated process without the help of programmatic marketing. Mobile devices and their users can be more anonymous than other digital consumers and their behavior is more difficult to track and interpret. Managing the digital ad buying and optimization processes can become complex for advertisers with the high number of campaigns to manage, data points to observe, and time it takes to create and distribute ads.

Programmatic buying delivers additional value to marketers by aggregating audience insights and behavioral data into a single platform. Marketers can then develop advertising strategies on how to best engage specific audience segments.

Learn more: Navigating the Consumer Data Ecosystem - Part One

Mobilewalla is a global leader in consumer intelligence solutions, leveraging the industry’s most robust consumer data set and deep artificial intelligence expertise to better understand what drives the customer journey. Our proprietary solutions provide enterprises with rich insights into consumer behavior helping them to more effectively attract, identify, understand and retain their most desired customers.

To learn more about leveraging customer data to maximize your programmatic marketing, connect with a Mobilewalla data expert now.