Drive ROI With Better Targeting and Deliver Dynamic Digital Experiences
It’s impossible to talk about results in the ad business without focusing on audiences. Improved audience targeting and increased ROI are the top two benefits of programmatic. Getting the right message to the right consumer at the right time and in the right context to drive a conversion at the lowest price is the goal of every marketer. Accomplishing this goal means making use of all available data sources.
A data management platform (DMP) allows marketers to create audience segments based on their own website visitors and offline customer data, combined with partner data and third-party sources. Precise targeting of segments across channels, devices, and inventory sources results in improved ROI. The addition of multi-dimensional portfolio modelling, predictive modelling, and simulations further improves results through smarter budget allocation and bidding.
A highly targeted audience does not guarantee positive results without highly targeted creative research. When marketers use all the available data sources to better understand the customer journey, they can deliver relevant messages across channels related to the context and the stage in the buying cycle. Connecting data that has existed in siloes via site analytics, CRM, and POS systems to advertising and marketing data is the key to unlocking the power of programmatic – and the future of online advertising.