Advertising clients now expect advertising campaigns to be measurable and much more data driven than they have been in the past, according to Dimitri Maex, managing director at OgilvyOne Worldwide in New York.
And there’s certainly a lot more data available to ad campaigns regarding consumer behavior that can be used by marketing and other executives to help guide decision making, Maex tells Data Informed.
Despite all the buzz indicating that customers are wary of how much companies know about them, they’re not really opposed to behavioral targeting.
In fact, just 4% of 1,000 adults express concerns about targeted advertising based on information about their behaviors, according to a recent survey commissioned by the Digital Advertising Alliance.
Additionally, 70% of consumers say they’d prefer to see at least some ads that are tailored to meet their interests, while 40% say they’d like all ads to be personally targeted toward them, according to the survey.
There are a variety of creative ways marketers and advertisers can use big data analytics to ensure that customer targeting is measurable.
The ability to measure digital channels also continues to unfold and with it opportunities to generate real-time insights, according to a recent Online Behavior post.
For example, marketers can get insight into what products are piquing the interests of consumers in a particular week or determine the geographic profiles of individuals who add items to their carts, but fail to convert.
Marketing and advertising leaders can use analytics to help determine the types of promotional efforts that are most effective with specific customer groups and across which channels (web, mobile, TV, SMS).
It also helps that digital campaigns can be tagged to help measure the effectiveness of different types of promotions in various channels.
Advertising professionals can also use analytics to measure the desired outcomes from targeted campaigns (e.g., click-through rates, conversion rates, etc.) and determine how they compare against actual results.
By doing so, analytics can help inform decision makers about the attributes of individual campaigns that resonate with target audiences along with the misfires. These insights can be used by advertising executives to optimize future campaigns, especially for those brands that have recurring themes or messages.
The payback from highly targeted digital advertising can be impressive.
Online ad campaigns using customer data nearly triples the return-on-investment for these efforts, according to a study by Nielsen Catalina Solutions.
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