• MarTech Today
  • Sections
    • Ads
    • Marketing
    • Content
    • Sales
    • Analytics
    • Management
    • Resources
    • More
    • Home
  • Follow Us
    • Follow
  • MarTech Today
  • Ads
  • Marketing
  • Content
  • Sales
  • Analytics
  • Mgmt
  • Resources
  • More
  • Events
    • Follow
  • SUBSCRIBE

MarTech Today

MarTech Today
  • Ads
  • Marketing
  • Content
  • Sales
  • Analytics
  • Management
  • Resources
  • More
  • Events
  • Newsletters
  • Home
Martech: Advertising

The need to take a fresh look at consumer data

COVID really means rethinking customer data and journeys from the basics up.

Rodric Bradford on September 1, 2020 at 2:13 pm
  • More

Our understanding of data-driven marketing and advertising has changed in the last six months, evolving into a real reflection of what is occurring with consumers in the changing economic, health and social environment. 

Major life events. Previously, data collection often focused on major life events like marriage, birth of a child or purchase of a new house or vehicle. It’s just not clear right now that those familiar lifestyle patterns will necessarily be reproduced in the new society being created before our eyes. These simple, traditional milestones may need to be replaced with more in-depth data collection aimed at better understanding consumers’ current circumstances before reaching out to them.

That’s the message from David Zapletal, Chief Innovation and Media Officer for Digital Remedy, a data-powered technology and service provider for marketers, which recently introduced the AdReady+ platform. “Large faceless datasets really reflect an era that has passed,” said Zapletal. “COVID accelerated this move away from general data, and long drawn out processes, to more specific consumer data in an expedited process.” 

The new rules of data. Large scale data is readily available to most brands, but simplifying and developing specificity within datasets has been a challenge. According to Patrick Johnson, CEO of Hybrid Theory, a data-driven advertising platform, the complex world of consumer data can be made simpler by following some new rules:  

  • Analyze current consumer datasets to judge relevancy for current economic, political and social climates;
  • Separate any new data that has been retrieved in campaigns since the onset of COVID as the most relevant data;
  • Re-trace all consumer journey paths via data to make sure they are relevant to the current market; and
  • Verify all current data to ensure validity.

“We are asking each one of our clients what challenges they are seeing from collecting data, then modifying campaigns accordingly,” said Johnson. “Fresh data captured since the COVID outbreak is so much more relevant. Before we were using data to complete a person, now the right kind of data collection can help us build a picture of a new population right before our eyes.”

Why we care. Six months, the realization is growing that the world has changed, and among everything else that’s in a state of flux, traditional business assumptions are changing too. Crude demographics were already on the way out, but the need for understanding where consumers are in their lives, and the help they need, gets increasingly urgent. 


Opinions expressed in this article are those of the guest author and not necessarily MarTech Today. Staff authors are listed here.



About The Author

Rodric Bradford
Rodric J. Bradford is the Editor of MarTech Today and has worked in the marketing technology industry as both a journalist and corporate project manager. Prior to joining MarTech Today Bradford served as Convention and Technology Beat Reporter for the Las Vegas Review-Journal’s Business Press publication and worked as Technology Reporter for Global Gaming Business, the world’s largest casino publication. In the corporate world Bradford has served as Technology Project Manager for CNA, Cigna, General Dynamics and Philip Morris. Bradford is an alumnus of the University of Missouri-Columbia.

Related Topics

Channel: Martech: Advertising

Subscribe to receive daily martech news and expert insights. See terms.


We're listening.

Have something to say about this article? Share it with us on Facebook and Twitter.

Get the daily newsletter digital marketers rely on.
See terms.

ATTEND OUR EVENTS

MarTech 2021: March 16-17

MarTech 2021: Sept. 14-15

MarTech 2020: Watch On-Demand

×

Attend MarTech - Click Here


Learn More About Our MarTech Events

White Papers

  • Digital Marketing Report Q4 2020: Benchmarks and Insights for 2021
  • Data SEO – The Next Big Adventure
  • Getting Started with Email Marketing Automation
  • The State of Local Marketing Report 2020-2021
  • Quality CRM Data: The Key to Delivering Great Customer Experiences
See More Whitepapers

Webinars

  • How to Avoid the Digital Transformation Trap
  • How to Build a Marketing System of Record
  • Meet BIMI: The brand-boosting email security marketers must have for 2021
See More Webinars

Research Reports

  • Local Marketing Solutions for Multi-Location Businesses
  • Enterprise Digital Asset Management Platforms
  • Identity Resolution Platforms
  • Customer Data Platforms
  • B2B Marketing Automation Platforms
  • Call Analytics Platforms
See More Research

Receive daily martech news and analysis.
Martech Today
Download the Martech Today app on iTunes
Download the Martech Today App on Google Play

Channels

  • Advertising
  • Marketing
  • Content
  • Social
  • Commerce
  • Sales
  • Analytics
  • Management
  • Home

Our Events

  • MarTech
  • SMX

Resources

  • White Papers
  • Research
  • Webinars
  • MarTech Conference

About

  • About Us
  • Contact
  • Privacy
  • Marketing Opportunities
  • Staff
  • Connect With Us

Follow Us

  • Facebook
  • Twitter
  • LinkedIn
  • Newsletters
  • Instagram
  • RSS
  • iOS App
  • Google Play

© 2021 Third Door Media, Inc. All rights reserved.

Your privacy means the world to us. We share your personal information only when you give us explicit permission to do so, and confirm we have your permission each time. Learn more by viewing our privacy policy.Ok