Digital advertising is being held back by the current siloed approach to consumer data, which is failing to give marketers a complete picture of the customer journey, writes Harvey Sarjant of Sirdata.
He believes a new generation of intelligent data modelling holds the key to enabling advertisers and marketers to target consumers more accurately based on intent.
Consumer data is the lifeblood of modern marketing and it’s currently undergoing dramatic shifts, driven largely by an increased demand for transparency around how consumer information is processed.
Despite the increasing amounts of ‘Big Data’ at their disposal and the growing investment in data management technology, marketers lack the resources to harness its full potential in accurately targeting the desired audience at the precise moment when they intend to make a purchase.
This means that although the digital advertising industry is growing rapidly, campaign performance has stagnated to the point where it’s threatening to undermine a sector that’s predicted to top traditional TV advertising in terms of spend in 2017.
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