If you are a marketer looking to optimize your advertising spend across multiple channels, you know the frustration of measuring and comparing all these different streams of data.
Measurement is being further complicated by the rapid rise of multiscreen viewing by consumers. How can you capture and address a constantly moving target?
It is critical for marketers to have a solution that brings together all data sources creating a “single source of customer truth” — enabling marketers to campaign more effectively across channels.
Forrester Research, Inc's May 2012 report for Customer Intelligence Professionals — “It’s Time to Bridge the Audience Data Management Divide,” by Author Srivida Sridaran, provides a comprehensive look at what is required to achieve a unified view.
In her report she states: ”Because marketers struggle with fractured audience data and complex vendor ecosystems, there is a need to use audience data intelligently for better segmentation and targeting.”
Forrester believes that the solution needs to comprise these six features:
The new term Forrester is using to describe this need is “unified audience data management – An approach that includes the collection, management and analysis of audiences across media platforms to: 1) ensures audience recognition; 2) effectively reach and target audiences; and 3) maximize media efficiency and effectiveness cross channels.”
The report also states that CI professionals are uniquely positioned to understand the intricacies required to make unified audience data management work, IF they can incorporate some of the “softer” sources of data, such as behavioral-based TV and video, and they can make sense of multiscreen viewing behavior.
Look for a solution that can seamlessly integrate online, offline and audience data while also providing an intelligent view to where their best opportunities are.