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Lessons we learned from data-driven marketing in 2016

Zachary King, Vice President, Commercial (Southeast Asia, Hong Kong & Korea), MediaMath | Dec. 19, 2016
In 2016, the power and importance of "big data" finally started to pay off - everywhere around the globe, across all markets and industries.

Marketing has gone digital, because that is where the consumers are - and are likely to stay.

Untapped potential

While close to three-quarters of marketers globally said that they remain confident in the practice of data-driven marketing and its potential for future growth, going digital requires expertise that can unlock and generate more value from data-driven marketing efforts. In addition, marketers today also generally believe that the optimisation of campaign measurement would be most valuable if it provides deeper insights to inform future campaign planning, media mix modelling, and other optimisation efforts. This is where programmatic comes in, with APAC marketers citing better contextual targeting, faster and more efficient execution and real-time optimisation as the most important benefits of programmatic.

The lesson is that marketers need to not only know the data at their disposal, but also be able to smartly analyse and activate it to get the best return.

The task of navigating more complex data from different media channels, with increasing customer requirements and higher expectations, is a challenge. With digital marketing technology, marketers can derive meaningful insights, enabling marketers to execute better targeted campaigns. The more intelligent the technology, the better the consumer insights, and the more targeted the marketing approach - eventually leading to happier consumers and better business results.


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