It’s the first day of RampUp 2017 and what a day it’s been. Not only was #RampUp17 trending on Twitter, but a number of topics were also trending during today’s sessions.
One of the biggest topics was how much data is in the marketplace and what to do with it. Chris Yatrakis, VP of Business Development at Factual, summed it all up when he said, “Never in human history has there been more [people]-based data.”
So much data is exciting, but it’s also overwhelming.
Melissa Yang, Data & Audience Partnerships of Facebook, admitted that a lot of their user data is not even being used within the walls of Facebook. As such, they’ve shifted their focus not on gathering more data, but identifying what data is useful to marketers.
So what data is useful to marketers?
When discussing one of the new, data-driven use cases he is most excited by, Yatrakis brought up context-based marketing that Waze is running: through information pulled from their mobile app, Waze can tell when a person is driving or stopped, and will only show ads when a person has stopped and engagement is not only more likely, but safer.
Moreover, Lewis Gersh from Pebblepost talked about targeting users when they’re most predisposed to convert: when they’re at home. By identifying when a prospect is sitting in their living room, marketers can serve them an ad to strike while the iron is hot, and push them to convert.
On top of contextualization is personalization, and Tom Noyes, Founder & CEO at Commerce Signals, used the example of being shown the same commercial every eight minutes while streaming a television show online. By not attempting to identify him and serve him an ad that was relevant, he was left with a distaste for that brand and their product.
But brands know more about their customers than anyone else, and by using their first-party data, they can stop impersonal ad experiences. In his walkthrough of a case study with AT&T, Noyes demonstrated that brands can leverage their own data and identity resolution platforms to identify if a site visitor is a customer, and what kind of products that customer currently has or would be interested in. From there, they selected the most relevant of their videos to show the site visitor and direct them to a specific offer.
While data has the power to improve every part of a customer’s experience, brands need to start being smarter with how they use it, and always remember there are real people on the other side.
Want to learn more about bringing a people-based approach to your marketing? Take a look at our slideshare, People-based marketing, everywhere.