What is User Intent Data?

Since the enactment of the Data Protection Act 2018, the approach behind data usage has changed dramatically. Our customers and customers not only want a great experience, they also want to make sure that they can trust us. And it makes perfect sense at the present time.

But as data is considered an important factor in a positive customer experience, the U.S. Brands and agencies have found that increasingly complex to earn customer trust remains to be seen. That is why companies are focusing more on data appending and enhancement services.

In an article by John Snyder, CEO at Grapeshot for AdExchanger, he states that GDPR will remove 75% of third-party data and that what’s left will be more expensive. This has over time created a dynamic of power between brands and agencies.

GDPR allows functional and financial incentives to unlock customer insights that they already have. The only reason most brands have not been able to do this is because of a discrepancy in their data repository, which causes agencies to lose ownership of their customers’ data.

To make up for the loss of these revenue streams, agencies need to be creative and strategic in how they work with brands in this trend. Digital agencies still play an important role in data — not just the role at hand. Once a brand collects a set of information through rewards, loyalty programs or more relevant offerings that consumers feel comfortable enough to share, the agency can take the lead in designing marketing plans that Are best suited for this.

Bringing Data-Driven Marketing to Work
Brands that are set to make better use of their first-party data often want more control and visibility than agencies typically get from agencies that do away with it ‘and easier. Cannot grant access.

To prevent brands from going with their in-house solutions, agencies must be prepared to show transparency and provide as much data visibility as possible. Therefore, it is important to bring value-added insights and analysis to the table.

Sizmek’s research studies have shown that 88% of marketers agreed that they would find it valuable for a colleague to take a consultative approach and help them understand and gain insights from the data.

While brand executives are able to get their hands on basic data services, implementing the proper infrastructure is a different story. The agency’s ability to interpret and strategize about data makes them valuable to the brand as they determine the right type of data and insights for their marketing efforts.

Typically, agencies can be left in charge of brand data because they have deep insights into data systems, interpretation, programmed buying, and more. The financial, operational, and resources required to bring in Program Financial as well as data strategy have been added. The house may be a little too steep for most brands; This is why they let their agencies be in charge of that function.

The biggest challenges for brands and agencies when it comes to data
Rafael Rodir of Ogury, an ed-tech agency, says, “For decades the industry has looked at the ways in which consumers obtain data. For example, today most of the data being used to fuel vendor technology has a layer of mystery. When, where, and how was it collected? Was it taken with the consumer’s permission, or not? It is no longer acceptable, or indeed legal. Being able to be disproportionately proven is an imperative of consumer consent. Any advertiser or agency that spends money with advertising technology partners needs proof that the vendors they work with all comply with global privacy laws. “

GDPR and CCPA require brands to mine their first-party data to pre-qualify audiences and it is difficult for agencies to accommodate this change. Because enhancing audience identification and targeting efforts with third-party data is a revenue-generating tool that no longer exists.

Third-party authentication data is a key asset if marketers are running ABM campaigns. In fact, 45% of the B2B buying cycle involves buyers searching independently, this important information that most brands do not reach.

Today, too much consumer data does not equal success. Instead, having a well-defined data strategy will ensure that brands are using the most appropriate data with their business needs. It is more about building trust and credibility among consumers. This type of strategy will allow you to refine your marketing efforts and message. To do this, agencies must ensure they have top data talent or partner with trusted companies that can support their data capabilities….Read More