To make the most of top-level data, brands can

Unlocking the Potential of Data at Australia Data Forum
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rmsh47
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Joined: Tue Dec 24, 2024 4:41 am

To make the most of top-level data, brands can

Post by rmsh47 »

Create registration forms: Offer valuable content, such as eBooks, webinars, or discounts, in exchange for users sharing their information.
Implement loyalty programs: Encourage customers to sign up for rewards programs to collect data on their preferences and purchasing habits.
Use surveys and feedback: Ask your customers to share their opinions and preferences through online surveys or after a purchase.
2. Contextual targeting
Contextual targeting is a strategy that involves showing ads advertising database based on the content the user is currently viewing, rather than their browsing history. For example, if a user is reading an article about travel, they may see ads for airlines or hotels. This technique doesn't require cookies, as it relies on the context of the page rather than user behavior.

Contextual targeting is especially useful for brands looking to reach specific audiences without invading their privacy. Furthermore, this strategy can be more effective in terms of engagement, as the ads are directly related to the content the user is interested in at that moment.

3. Identity-based marketing
Identity-based marketing is an emerging alternative that uses anonymous identifiers to ethically track users. Platforms like Unified ID 2.0 allow users to log into websites and apps using a unique identifier, which can then be used to deliver personalized ads without the need for third-party cookies.

This strategy requires explicit user consent, making it a more transparent and privacy-friendly option. Furthermore, because it's based on anonymous identifiers, it reduces the risk of data breaches and improves consumer trust.
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