Advertisers and publishers are accelerating the rate at which they bring 1st party data to advertising and increasing the depth of intelligence which they can safely and securely leverage. As brands and media owners alike have gained confidence in their ability to select and connect customer data in a security and privacy safe manner to media platforms they have looked to the model outputs delivered through their use of artificial intelligence (AI) and machine learning (ML). This represents an exciting new phase for 1st party driven advertising with highly predictive and incisive intelligence being used at the sharp end of campaign delivery.
The data science & analytics teams within organisations are moving through the stages of building reliable single customer views (SCV) and looking to how their data can be used to predict customer value and intent. The resulting models and their outputs offer marketers the opportunity to be several steps ahead of competitors in attaining awareness and consideration from customers with a higher propensity for their propositions.
Use cases can range from acquisition, customer value or retention focuses. These are several recent client examples:
Creating seed lists of existing customers with high-projected LTV to generate look-a-like audiences at scale - Increasing reach and quality of new customer acquisition activities
Target customers with relatively high intent for adjacent products and at a suitable life-stage to receive the messaging - Improving cost-per-acquisition and overall conversion
Identify customers who are at risk of leaving and target re-enforcing messages or offers - Driving renewal and extension of contract duration
AUDIENCES inherits your existing data warehouse schema and continues to be extensible so as customer intelligence grows your ability to action it in paid media remains in lock-step. And all this whilst keeping this valuable data & intelligence within your enterprise architecture and remaining the data processor.
Activation of AI/ML driven audiences can be achieved with substantial platform interoperability, driving addressable and relevant advertising across all addressable channels throughout the funnel.
Leading advertisers & publishers are already using AUDIENCES to accelerate activation of 1st party data across advertising with zero compromise to privacy or security.
Contact AUDIENCES to discuss how to accelerate activation of your 1st party data.