More signal, less waste. Here are five ways your data can do more.
We’re in an outcomes era in which every marketer, media owner, and partner is judged on their ability to drive measurable marketing outcomes. Marketers are expected to be revenue drivers, and every dollar spent must drive measurable growth.
In an uncertain economy, the best marketers don’t slow down. They get smarter. Even as expectations get higher and budgets tighter, this isn’t the time to pause. It’s time to prove that smart marketing still performs. Whether you’re a publisher sitting on valuable first-party data or a brand trying to stretch every dollar, there’s opportunity if you’re connected to the right data and partners.
Here are five ways to lead with data and create growth in a climate of uncertainty:
- Drive incremental revenue by standing out with differentiated data.
Data-rich companies have a powerful opportunity to generate new demand from data-hungry buyers. Categories like travel, entertainment, rideshare, and many more have an abundance of unique first-party data, behavioral insights, and loyalty data that other brands crave. Making this data more discoverable and accessible can unlock new revenue streams.
TripAdvisor is a great example. With a large repository of user-generated reviews and travel insights, TripAdvisor offers targeted advertising opportunities to other companies looking to reach travelers more effectively before, during, and after their journey.
Similarly, Fandango has strategically leveraged its rich reservoir of first-party data to provide movie studios with insights into moviegoer behaviors and preferences, helping to predict audience propensities, optimize marketing campaigns, and measure the effectiveness of advertising efforts.
Hear how United Airlines, MGM Resorts, and Uber are using strategic partnerships to create unforgettable customer journeys.
- Find complementary partners and build new consumer experiences together.
The most effective partnerships today are data-driven, but don’t stop there. The best ones create meaningful and relevant experiences that increase brand exposure and drive measurable results.
Look for collaboration opportunities with companies that have relationships with your target audience. For example, tap into second-party data by collaborating with media companies like Disney or Netflix to build new audiences and create customer content that resonates. A beauty brand could team up with a rideshare app to reach consumers on the go, whether they’re heading to work, a night out, or a salon. Likewise, a credit card provider might partner with an online travel agency to connect with high-intent travelers as they browse flights and hotels, delivering timely offers that match their interests and spending behavior.
Reaching the right consumer with the right message at the right moment in their journey is one of the most impactful ways to improve ROI on new customer acquisition. Just ask the Albertsons Media Collective, Pinterest, and Mondelēz International.
- Consumers are everywhere. You should be too.
The path to purchase isn’t linear. It’s shaped by scrolls, swipes, and streams of content. While every interaction generates valuable insights, it’s only when those signals are connected that brands can get the full picture of the customer journey.
To run truly integrated campaigns, marketers need to deepen their partnerships with data owners to gain a clearer understanding of where and how to engage their target audiences.
To meet this need, retailers in particular have an opportunity to “think like media companies” by extending their reach through premium channels like connected TV and social platforms via offsite targeting. Meeting customers where they are requires real-time engagement. That’s why retailers should invest in transparent, performance-driven tools like CAPIs that help ensure every touchpoint drives impact.
- Make it easier to buy, and ad buyers will spend more.
Marketers are craving simplicity. Whether they’re advertising snacks or luxury goods, the easier it is to activate the same audience across multiple platforms, the more likely brands are to scale their investments.
Standardization – through self-serve tools and common definitions – is key to helping buyers move faster and scale smarter. Creating a standard framework for common use cases and legal terms helps partnerships get off the ground much faster while streamlining the entire marketing lifecycle.
LiveRamp’s Quick Start Insights are an easy way to get started. The solution simplifies clean room collaboration with premium publishers including News Corp, Snap, Spotify and others, delivering turnkey insights to advertisers looking to quickly access and deploy important media performance metrics like audience overlaps, optimal frequency, and last-touch attribution, cutting time-to-value from months to days.
- Deliver transparency or risk losing share.
With ongoing economic volatility, from tariffs to supply chain disruptions, consumers are at risk of pulling back on discretionary spending. Categories like apparel, dining, and electronics may take a hit. In this market, brands need every ad dollar to go further, and publishers must maximize the value of each impression.
These goals aren’t at odds when transparency is in place so that advertisers can prove the impact of their media investments. Transparency around targeting, pricing, and measurement is no longer optional. It builds trust, and trust builds spend.
Data collaboration wins.
The most innovative marketing strategies are built on data collaboration. It’s how brands and data owners unlock insights, build more relevant experiences, and deliver outcomes that no one company can achieve alone. In a tough market, agility and data fluency become your edge.
The LiveRamp data collaboration network responsibly connects your data, your partners, and your strategy – so you can not only weather uncertainty but lead through it.
Let’s make every dollar work smarter. Talk to us at [email protected].
