Media & Marketing


Carlos Barge

Data Activation is the concept of unlocking value in data through development of insights and turning those insights into action. Data-driven marketing is not a new concept. But using (DMPs), marketers are using big data to inform their marketing activity.

After a long history of optimizations based on fragmented, non-substantive visitor data plagued the web, organizations grew tired of missed monetization opportunities. Thus, an era of traditional hunch-based marketing transformed into an obsession with data-driven approaches, transforming consumer and business facing industries alike.

But with any new trend marketers aim to adopt, what’s great into theory doesn’t always translate into desired outcomes. Instead, brands limited by data trapped in siloed legacy systems practiced ineffective “data activation” and were met watered down results. Because when there is no single source of truth, not all data that can be activated should be.

Customers today want information in an instant, but that doesn’t necessarily mean they will convert. And since the consumer’s journey today is anything but linear, marketers must be able to respond to customers’ interests as well as behaviors at the moment. And this can be done only via access to connected, real-time data, enabling marketers to deliver the contextually relevant message at the best time to individual consumers via their preferred channel of interaction.

Without a cohesive dataset based on all available customer information, how can a brand achieve actual precision? In order for real meaning to be derived from data, data must first be accurate and fresh. This can only occur if the right technology is able to ingest data from multiple sources, allowing for it to flow freely as customers interact with a brand, and rendered up-to-date upon “actioning” on behalf of the marketer.

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