Has context pushed historical insights into marketing data obscurity?

By | August 20, 2019

Historical information has always been among the most important ingredients for any digital advertising and marketing campaign, but in the era of the customer does it still hold the same significance it once did?

Marketing Tech spoke to several firms at the recent TFM&A occasion in London and it seems that 2015 might not only be the year of the customer, but also the year where company’s move away from the information land-grab strategy of old.

1 advocate for this transition is Robin Collyer, marketing and decisioning specialist at software firm Pegasystems, who wishes to consign the way entrepreneurs search for retrospective tendencies to the noughties.

“I think that the important change has been the evolution from information to customer,” he said. “Throughout the 2000s, from 2000-2010, there was a real focus on,’must get information, obtained to have single customer perspective, got to get as much as I could, where can I go and get information?”

“The one thing you can do with this data is target that customer. You truly will need to admit that the client has a context and a want to become engaged in a certain way.”

Marketing renaissance?
Marketing practices have been subjected to a renaissance in the past four decades, though. It is not sufficient to simply collect as much data as possible, push it all through a marketing automation system and hope for the best.

Marketers should now be a good deal smarter because of the contemporary relationships clients can have with brands and Collyer believes that context is possibly becoming a more dependable way of reaching customers.

“To a certain extent, if there was a data focus it could all end up being a bit creepy. It would be all,”We know this, we have got this, are not we clever?” Rather than the context of you at the moment.”

There are, however, some digital marketing technologies which still rely on historical statistics to guarantee efforts are being pushed to the ideal customer at the ideal time, such as online retargeting.

Historical data’s importance to retargeting
Screen retargeting firm AdRoll’s senior director of marketing Jackie Lamping agreed there was a time when historic data was regarded as’creepy’, but this was no more true as customer are becoming more comfortable using the technologies.

“I think that is something we discovered a couple of years back in the nations,” she said. “When retargeting first became accessible and people didn’t really know what it was, there would be people searching for shoes and an ad about shoes could be following you around the internet.”

“We have actually seen consumers get much more comfy with it and familiar with it. I believe on the other side we have seen marketers get much more sophisticated in the way they deploy campaigns”

Although historical data is still used in some corners of online marketing, Collyer is convinced that it should not be the sole element for brands if they are wishing to keep existing customers and secure new ones.

“My view is that it’s the real-time context of now that things, together with all that [historical] information, but that information is wasted looking from the rear view mirror once I haven’t looked through the windscreen and noticed that I am about to hit another vehicle.”