4 Essential Elements to Building the Ultimate Data Cloud
In this increasingly mobile, data-driven marketing world, what do marketers need to do to build the ultimate data cloud?
In this increasingly mobile, data-driven marketing world, what do marketers need to do to build the ultimate data cloud?
With all of the buzz around big data and the cloud, marketers have become keenly aware of its advantages and the corresponding opportunities it offers a brand. By unshackling data from legacy systems and making them readily accessible in the cloud, marketers not only gain faster access to the data they need but can very often streamline traditional processes, shorten time to market, and grow their marketing performance. However, big data must evolve into smart data and marketers must quickly learn how to adapt and optimize their data by taking into account the growing number of interactions on mobile devices. So, what can marketers do today to build the ultimate smart data cloud for an increasingly mobile world?
We live in an omnichannel world, but the data doesn’t lie – mobile is increasingly the standard for all things digital. According to comScore, mobile platforms accounted for 60 percent of total time spent on digital media in May 2014. In addition, nearly one-third of shoppers now use mobile shopping apps at least once a week. For marketers looking to leverage data to power smart decisions and hyper-relevant marketing programs throughout the customer journey, understanding their consumer interactions in an Internet of Things (IOT) world is critical. Core to this understanding is the ability to tie users and their activities across channels and devices. As a result, marketers should look for data cloud solutions that incorporate a robust tag management system that can tie email addresses to cookies and Web activities, phone numbers, and app IDs. This is not only critical but essential in order to effectively operate in an IOT world.
The saying goes: garbage in, garbage out. As marketers look to build the ultimate data cloud for today’s IOT world, the sources, quality, and structure and what you do with it matters. This is where big data is ultimately shaped into smart data. While the mix of data may vary based on your particular brand, vertical, or situation, a smart data cloud often contains five key sources:
Once you’ve connected users via your tag management solutions and collected the critical data elements around known users to form a smart data approach, how you maintain, protecting and importing/exporting your smart data, should be addressed. Creating user IDs, hashing PII during transfers to third-party providers (ESP, DMPs, ad-tech providers), and managing permissions to get the most out of your omnichannel marketing efforts is paramount. Last but not least, review industry compliance requirements and get active in key associations such as the DAA, IAB, MMA, and more.
Consumers’ expectations are evolving in an IOT world. According to Forrester Research, today’s consumers expect to get anything they need immediately and in context. Forrester refers to these moments as mobile moments – and they represent a huge opportunity for marketers. However, in order to take advantage of these moments, marketers need to rethink the customer journey and invest in the technologies that can enable real-time hyper relevant messaging that leverages data and more specifically location signals. Cloud APIs should not only be secure, but be built to support real-time data transfers and integrations into omnichannel marketing digital marketing channels such as SMS, push, email, and advertising platforms.
The shift to an IOT world is dramatic, and as a result, marketers must rethink their data strategies and the customer journey overall. That requires a greater attention to identity management, incorporating and prioritizing mobile and mobile/location signals, and supporting the ability to respond to those signals in real-time to take advantage of each and every mobile moment.
‘Til next time,
Michael