Your Data is F**Ked - For Marketers: Growth Marketing, Strategy and Personalisation Handbook for Digital Marketers by Mark McKenzie

Author:Mark McKenzie [McKenzie, Mark]
Language: eng
Format: epub, pdf
Published: 2023-06-21T18:30:00+00:00

Source: MckTui Consulting.

In a nutshell: By implementing a Federated ID across marketing touchpoints and linking to data preferences, we can de-risk shoe-in.com from accidental leaks or misuse of first-party data and use first-party data to drive better ROI through more relevant communications.

Introduction of a Data Warehouse and CDP for improved syndication of toolsets and data.

The next step could be to include offline data as part of the personalisation strategy.

When we have identified a personalisation strategy to work towards, we can summarise our plan into Audience Action Cards. These cards can help focus our minds on what customer data points we have (these can be referred to as attributes) and what we need, how that data can be used to build personas, segments, or audiences (whichever terminology we’re most comfortable with).

Once we have this, we can work forward across and then down the card and plan what tools our data is going to be sourced or extracted from and what possible destinations might be part of our overall Solution Design and MarTech Stack that our data will flow into. The data is our target audiences, their attributes and segments, and other key metrics and dimensions that we want to activate across our marketing campaigns.

Download

Copyright Disclaimer:
This site does not store any files on its server. We only index and link to content provided by other sites. Please contact the content providers to delete copyright contents if any and email us, we'll remove relevant links or contents immediately.