Audience Enrichment combining first-party data from your website with third-party data gathered from other sources to get a complete picture of your visitors is a hot topic right now amongst enterprise-level businesses. Less common is then leveraging that audience data to improve your other digital marketing channels. So, how can we marketers match that intent to audience data and integrate ourselves into the mix? I expect to see most businesses employ a data stack similar to the above, with multiple audience enrichment data sources in the very near future.
- Audience enrichment — combining first-party data from your website with third-party data gathered from other sources to get a more complete picture of your visitors
- Evidence of its impact is clear in channels such as programmatic, which continues to rampage through paid marketing budgets, hoovering up the dollars left and right.
- Being UK-based, the above overview from eMarketer struck a chord on that progress to channel dominance for programmatic within paid channels.
“Paying for third-party audience data (via Atlas, say, to integrate Facebook’s audience data with your first-party site data) is a common tactic within programmatic and paid social. But less common is then leveraging that audience data to improve your other digital marketing channels.”