News and Analysis
What Does the Arrival of Approximate Location Mean for Granular Ad Targeting?
Tucked into Android’s latest privacy update is a change that many marketers didn’t see coming. Smartphone owners with Android 12 or higher now have the option to share “approximate” location instead of precise location, restricting app developers from accessing their exact whereabouts in real-time.
Heap’s Journey Maps Show How Consumers Navigate Digital Experiences
Heap is rolling out a new data science tool designed to help teams understand how users navigate digital experiences. The “Journey Maps” tool is the latest addition to Heap’s suite of data science tools, designed to surface high-impact insights about user behavior on consumers’ websites and digital products.
Shoppability is the New Black
But like many Covid-driven trends, shoppable content has been accelerated by shifting circumstances. And now it’s on a collision course with the holiday season. This means that the companies that are positioned to capture that spend will reap the rewards this year. We’ve seen much jockeying in the ad tech world for this very reason.
Commentary
Phone-as-a-Service?
It’s becoming clear that we’re headed toward a new vision for our devices: the Phone as a Service (PaaS). Yes, sounds crazy, but look at the parallels between your phone and how/why other “X”s have become services:
X-as-a-service (XaaS) is delivery of X directly via the internet, eliminating the need to use and manage multiple and independent solutions on locally hosted devices, right? So, PaaS is the delivery of personalized media via the phone, eliminating the need to use and manage multiple and independent, locally hosted apps. We’re already seeing that happen.
Consulting Firms and Agencies Are the Perfect Complement for Data-as-a-Service
External data is incredibly hard to use and make sense of. After all, it is just data. It is usually delivered via a big CSV dump or API call. Most data companies just hand off the data to their customers and say “good luck.” In fact, a decent amount of purchased data just sits on the shelf and is never used.
This is where the forward-thinking consulting firms and agencies come in. They have a massive opportunity to help organizations make use of external data.
Half of Organizations Send the Wrong Marketing Messages to Customers
The result of this data deluge? Organizations lack the insight into their customers they desperately need to deliver meaningful experiences, secure sales, and retain customers. New research estimates 48% of them struggle to gain these insights due to the data silos and more than half admit they don’t have a full picture of their marketing data and their customer journey.
Given the many challenges marketers are up against, it’s no wonder they struggle to define their customer journeys and optimize customer interactions. Below I offer some advice for those in this data struggle.
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