Automated data integration creates trust

Cookies save information about users to enable easier and faster use of websites - but according to the GDPR, this is not in the interest of user privacy. The imminent abolition of third-party cookies is therefore creating a lot of buzz: companies will soon be reliant on first-party cookies and will have to develop new competencies and strategies in order to be able to offer their customers personalized content. Only by means of transparency in both communication and the range of goods offered can companies build trust with their customers and ultimately thus obtain valuable first- and zero-party data - and build long-term customer loyalty.

Personalized offers and target group targeting

Companies face the challenge of managing and analyzing their own data and creating personalized content from it. It is therefore not surprising that, according to a study by Adverity, provider of a marketing analytics platform, the biggest challenge for companies in 2022 will be campaign reporting - while the focus of strategic priorities will be on target group building and the provision of personalized content. The survey also shows that respondents who say they see their strengths in campaign reporting tend to provide better personalized content and have an easier time building audiences - and are three times more likely to do so than the comparison group that rated their campaign reporting as needing improvement.

At the same time, respondents who give high priority to campaign reporting are about twice as likely to see their own strengths also in the areas of personalized content and audience building and targeting. As a result, it is fair to say that strong campaign reporting helps to strengthen content personalization and audience building.

Manual data reporting is time-consuming and error-prone

But what are the hallmarks of strong campaign reporting? There are two ways to integrate data into reporting: Manual and automated. Manual data integration is both time-consuming and labor-intensive, and prone to errors and inaccuracies. Alarmingly, 41 percent of respondents in particular said that it is precisely this manual integration that poses a significant challenge. As a result, marketers do not trust their own data - which in turn means that efficient data-driven decision-making on marketing strategies can hardly take place.

Automating data integration, on the other hand, provides undeniably accurate data, saves resources, and puts the insights of brand diagnostics, campaign planning, and reporting front and center. In addition, decisions can be made efficiently and, most importantly, based on valid data: Marketing managers can see at a glance which measures should be pushed further and which may not. This not only improves the success of their campaigns, but also strengthens their position within the company.

Data integration platforms can help restore trust in marketing and improve relationships within the organization and with customers. Unbiased and coherent marketing data provides a real solution when it comes to addressing emerging industry challenges. They also provide material benefits, such as better visibility into marketing spend and ROI, which are critical to understanding and targeting key audiences. This assessment is especially important as the use of third-party cookies becomes increasingly less important across all major browsers and companies rely on first- and zero-party data.

Read the full report Marketing Analytics State of Play 2022: Challenges and Priorities. on the Adverity website.