Marketers today are striving to combine all forms of consumer information, from basic demographics to purchase behavior and even social and mobile activity, into a single, unified view of their customers. A comprehensive understanding of your customer across channels is the key to developing analytics that can better tailor approaches toward, and thus predict the behavior of, consumers, both online and offline. The quest to identify a single view is nowhere near complete, and while various tactics are adopted to suit the needs of marketers, there is a growing industry debate regarding the ethicality of these practices, especially when the methods of gathering consumer information are either unorthodox or involuntary.
Neustar conducted a study by surveying hundreds of marketers to hear about current practices marketers are implementing in attempt to gain a single view of their customer and how they are currently leveraging this data to efficiently reach their audiences across device and channel. In this session, Paul McConville, Vice President at Neustar will will discuss the effectiveness of optimizing your marketing efforts, the importance of data quality, identity linkages, data access and how the wider legal and moral narrative is shaping norms and realities.
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