How integrating and activating data empowers marketing

September 2016

For marketers today, success depends on taking advantage of as much of the rich data that’s out there as possible. Whether your goal is reach or engagement, acquisition or retention, better measurement or analysis, then linking together digital marketing platforms is a powerful way to make your ads work harder and go further.

Here are three examples of how joining up the dots produces deeper insights, enhanced optimisation opportunities and better campaign efficiency.

Say you’re looking for ways to enhance your creative messaging. By setting up a direct deal to obtain third-party data from another business, you can overlay their data with your own in-house database to develop richer insights about your target consumers.

Maybe your goal is to acquire new prospects and turn them into customers – in which case you might not want to show a particular campaign to people who already form your customer base. The ability to exclude existing customers from your acquisition campaign is essential to maximising efficiency.

When someone is exposed to a campaign online, it frequently generates a response that takes place offline. For instance, a person might see your contact details on their laptop, and then follow up with a call to your call centre. Or maybe a banking customer signs up for a new account on their mobile, but then needs to wait while the credit check takes place offline. In order for your analysis to be as complete possible, it’s important to be able to monitor offline events and feed them back into your system.

Of course, knowing what’s possible through data is one thing, but putting these plans into action is another. We’ve put together a new guide to take the guesswork out, show which tools do what, and explain exactly how to get them working together.

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