To be able to speak to consumers with accurate and compelling messages, marketers need one view of them across all the channels and devices they own and engage with. In our white paper this month, we look at the five key issues that marketers need to be aware of to help them to connect with real people.
Consumers generate data every time they make a transaction. For marketers, as each consumer is surrounded by more and more data, across a numberof devices, building an accurate picture of the individual becomes their biggest challenge. Getting one coherent view, without compromising privacy, is not straightforward. Many brands end up working with a number of partners and combine data from a range of sources to compile an approximate profile, but too often this fragmented approach leads to a fragmented view.
Working with a fragmented picture can present a number of obstacles. It means marketers don’t have one view of each individual consumer. It often doesn’t take online and offline CRM data into account, which weakens the accuracy of the consumer identity. There are further problems surrounding the data in that it can offer only transient, snapshot views of customers that do not last.
How should marketers respond to this challenge? What is the solution to this fragmented approach? Conversant believes that to truly market at the level of the individual consumer, any approach must focus on five key categories.
Conversant has invested more than a billion dollars in research and development on a solution that excels in each of these five key areas. Over the coming month we will be looking in more detail at each of these key categories and assessing the benefits of Conversant’s coherent and coordinated approach.
Conversant is the leader in personalised digital marketing, transforming the industry through cutting-edge technology, bold creative and a staggering amount of data. Its roster of 4,000 clients includes 400+ blue chip brands and 65 of the Internet Retailer Top 100. Coupled with the world’s largest affiliate marketing network, CJ Affiliate, they drive incremental sales better than anyone. Conversant is a division of Epsilon, the global leader in creating customer connections that build brand and business equity.
For more information, please visit conversantmedia.eu