Back in early 2020, brands and publishers faced a data problem even before Google sent them slow-walking away from third-party cookies.
Since publishers and brands have historically managed audience data in siloed systems, this has caused problems.
Thus, all of the critical information regarding ad revenue, subscriptions, content engagement, and customer profiles is associated with separate databases.
Any digital business that wants to provide truly relevant experiences for customers must have the ability to integrate all this data in privacy-compliant ways to get an accurate picture of the customer journey.
There has been a decline in the role of IT in governing data and analytics. Now that marketing, sales, and finance teams have expanded their influence far beyond their previous roles, they have a greater opportunity to make a decisive impact.
Before the expiration of third-party cookies next year, this year will be the final full one for brands and publishers. The timing for filling out your data analytics is therefore perfect.
To help you rethink your strategy, here are nine factors you should consider.
1. Customization Of Your Data Model
It is imperative to implement a unified data model approach throughout your organization before assembling data from multiple touchpoints. Having access to a 360-degree view of customer data that is properly tailored to cover a business's ultimate goals, as well as the goals of the different stakeholders within the company, is essential. Using this method, teams can access data quickly, improving
speed to market and an ability to respond to trends faster.
2. Better Data That Enables Deeper Analysis
Ensure that your data can be automatically corrected, enhanced, and removed using third-party metadata and advanced processing rules, without requiring you to retag the data. You will be able to explore different perspectives in order to improve your business decisions using your behavioural data.
3. Access To Live, Quality Data
To maintain data cleanliness and consistency, tag health is essential. Several tags are often running in enterprises. More server calls and more time is spent on tag management. You can duplicate traffic from various sites to a virtual site more accurately and at half the price if you use one universal tag instead.
5. No Data Sampling
By sampling your traffic data, you estimate the results of the overall experiment based on a subset of your data. In the end, you get access to only a small sample of data, instead of gathering all information. In the process, you lose the benefits of prospective analysis assumption based on existing patterns. By incorporating all available data, advertising accuracy increases and previously unknown
audiences can be discovered.
6. Compliance With All Privacy Regulations
Even though this might seem obvious, changing laws make it easy to violate data privacy rules. If you are using an online tool, ensure your consent model complies with all the global data privacy regulations.
7. Integration Across Your Stack
The value of your data depends on its applicability. It is likely that you will suffer data loss, inaccurate customer views, and non-compliance with privacy laws if you are managing and activating it from disparate systems. In order to streamline business execution and management, interoperability on all systems is crucial.
8. Democratization Of Data
Your business should make its data available to everyone who needs it to take action once it is clean and accurate. Choosing the right tools should take the end-user's experience into account. Dashboards, data exploration tools, smart alerts or direct API feeds should be user-friendly, whether they are data exploration tools, smart alerts when anomalies occur or direct API feeds for
personalization.
9. Professional Services Help
If you have an analytics team internally, it may be necessary to have additional support to make sure data properly flows through your system. An analytics strategy can be implemented with help from professional services teams at the best technology vendors. Using KPIs and measurement approaches can help you determine both compliance and results-driven best practices. Now is the time to pull your full
potential from the data you have at your disposal. With the right technology and talent, driving more traffic, subscribers, and revenue from your website is fast and simple.
