Brands are increasingly looking to bring their 1st party data to advertising, driving addressability in digital. Most brands have a range of physical and digital data sets which are valuable sources for audience building and for marketers to leverage for performance.
Whilst data from ecommerce and similar platforms generates powerful insights there are huge gains to be made through leveraging offline data sets. Omnichannel retailers naturally create data across physical & digital touch points but even the more digital pure play business will benefit from bringing data such as their contact centre logs into scope.
In the recent past the role of digital and digital data over that of physical may have been over weighted. As Meta Platforms CEO Mark Zuckerberg summarised, "At the start of Covid, the world rapidly moved online and the surge of ecommerce led to outsized revenue growth. Many people predicted this would be a permanent acceleration that would continue even after the pandemic ended.” But, he concluded, “I got this wrong.”
Benefits of omnichannel data sets include wider reach and addressability but also deeper behavioural customer insight as interactions across channels are identified and leveraged.
Customer identifiers such as email address and telephone number can be readily collected and consented within offline channels, ready for onboarding into digital advertising platforms. For omnichannel retailers, the role of loyalty and general registration for data and consent collection is amplified significantly when encompassing these physical touch points.
Further, if a brand is bringing together physical and digital data sets under a unified customer identifier they will be able to unlock concepts such as AOV (average order value) and LTV (lifetime value) on a holistic level, rather than siloed to channel. Often service and support actions are not completed in digital channels with refunds, cancellations, discounts, support tickets etc raised via contact centre.
A powerful use case for differentiated targeting of customers based on their channel engagement is detailed here and one for driving channel migration here.
Increasingly brands are building datawarehouse tables dedicated to these omnichannel use cases. In addition to more channel specific data sets, these omnichannel data sets are ideal for AUDIENCES to access in a security compliant and privacy safe manner.
Contact AUDIENCES to discuss how to accelerate activation of your 1st party data.