How to use own data – 3 basic things

2017/11/16

Would you like to properly know your customers or potential customers and target them advertising to get them to buy your products? Data driven marketing is the direction where marketing as a whole is moving towards.

A lot of data is lying in the corners of many companies or it is possibly not even currently collected. With a relatively small effort, that data could be collected, analysed and put in use to improve marketing and user experience. As an example, a website could be personalised to create better service experience to users by collecting and using general website visitor data. Building new processes in a company always requires investment, for example skills, appropriate technologies, and awareness of what to do.

Get started with basics – how data can be used, what kind of risks are associated with using data and how to get started easily?

1. How data can be used?

There are many ways to utilise data, but and here are a few examples of what you could do:

nuoli When we notice that people are coming to the service through a specific channel or when we identify them with CRM data and you can personalise your service so the most relevant information for the visitors will immediately come to the front page. Depending on the customer, this may be, for example, a product to sell or information about a business area of the company.
nuoli By analysing the data we can recognise who are the company’s best customers. After that we can use the data to target them specifically with relevant advertising.
nuoli You can also use the data from websites, newsletters or elsewhere to recognise users who are in a specific point in their customer journey and target them with communications that are relevant to them.

By executing better targeting and marketing the company is in a better position to serve its existing customers, gain new customers and gain competitive edge over its competitors.

2. What kind of risks are involved in using data?

All data is not equally useful so you should know where to collect it and after that use it appropriately. By starting out with own data it is easier to make sure that right interpretations are made and correct visitors are reached. Afterwards this data can be supplemented with third party data. In this case, however, it is good to be cautious and only use trustworthy service providers who are willing to explain the origins of the data.

3. How can I easily get started?

If a company aims to start data driven marketing the right way, it may have to go through many hurdles before getting good return on its investments. The cost of acquiring technology may be high and require technical knowledge and resources, which even experienced marketing professionals might not possess. In addition to that, data driven marketing requires analysts to interpret and use the data and all of the aforementioned issues require time to implement.

By buying data driven marketing services, a company is able to avoid these significant investments in the beginning and gain return on its investments faster. Buying data services also brings companies flexibility to increase their marketing resources while scaling the practices. Relevant wants to enable the growth doing marketing in the right way and therefore we will deploy the systems, start the processes, train your people to do it themselves and offer extra hands when necessary.

We can help advertisers directly and enable the growth of data driven marketing services for others as well by providing media and advertising agencies technology and support services. In addition, we train people to get the most out of these solutions and will be able to help them improve services to their customers.

If you have questions about how to use the data or want to get started, do not hesitate to contact us.

Share this:

Read also:

My first weeks with Relevant: Samuel Palmér

2017/12/11

Samuel started working for Relevant as an System Architect in October. He is working with our development team to bring our up-and-coming Relevant Apps product to the market. With this new product, data providers for Relevant Audience will get full insight on their data selling performance – per day, site and audience segment. We asked Samuel some questions about his first experiences of being part of Relevant team.

Read more

Programmatic – where to pay the most attention right now?

2017/12/11

Programmatic ad buying has changed the face of online advertising. There are lot of talk about programmatic and here we share, what we think are the most important trends to pay attention to right now.

Read more

Relevant Digital Expands Swedish Operations

2017/12/08

Relevant Digital started our new Swedish venture with one employee in Stockholm in October. Now we’re adding more power to fuel our digital services and we’re happy to announce that we have welcomed Mikael Roupé to the family, as our new Digital Business Manager.

Read more

Top 3 growth drivers in the market for DMPs – Private Data Marketplaces and Data Co-ops

2017/11/25

We asked Petteri Vainikka, VP of Product Management at Cxense to list what top 3 drivers will catalyze growth in the market for DMP’s. Here we go with the second part of a series of 3 blogs – Driver #3: Private Data Marketplaces and Data Co-ops.

Read more

Relevant CEO Petri Kokkonen is joining IAB Finland’s board of directors

2017/11/24

IAB Finland, the association of digital media and marketing industries in Finland, has elected a new board at the general assembly on Wednesday 22th November. Relevants CEO Petri Kokkonen was elected for the period 2018.

Read more