Go deep with audience insights.
Not all insights are created equal. That’s because the quality of the insight is based on the quality of the data. Often times, that data is incomplete. But when you can merge together all your audience data from browser cookies to customer IDs and fill in the gaps with third-party data, you’ll have one of the key components for better insights — the coveted 360-degree view of your customer.
After that, you’ll need best-in-class, comprehensive reporting. Tools that can cover everything from highlighting audience segments and overlaps to comparing DSPs for optimising programmatic media buys to following media performance across disparate data sources.
Combined together, you can gain deeper insights from behaviours on both traditional and emerging channels, like retail beacons, IOT and OTT devices, set-top boxes and more. This allows you to make smarter optimisations and targeting decisions to move customers through the conversion path.