Data-Driven Marketing Tools | Allant Group

Marketers strive to understand customers by achieving single, unified profiles of them. When consumers began using multiple devices to engage with a brand, the goal became more challenging. Cross-device identification (XDID) changes everything.
The days of depending on web-based cookies to follow customer buying behaviors are over. Consumers in 2020 are using as many as five different digital devices for e-commerce; some may even switch devices multiple times in just one hour....

Customer data platforms (CDPs) emerged to offer marketers the single, real-time customer view that they need. The excitement over them quickly created many new technologies and oversized expectations.
As marketers, we know the challenge: When our focus is on making precise and personalized customer models, how can we evaluate the outcomes if the data is not properly integrated for a complete, unified customer view?...

The CCPA has begun the congressional tightening of borders around personal data. While it requires data-driven businesses to adapt, it also favors precise strategic marketing. California’s new privacy legislation is driving how we’ll need to approach...

Privacy: It’s becoming a much bigger presence within business data in 2020 and will only increase. California has taken the lead for what will surely follow. Keeping current with legislation will help position data-driven businesses for compliance, adaptation...