Data-driven marketing is about more than just addressability. It’s about using data to inform media planning, storytelling, creative execution, media buying tactics, and the full spectrum of the advertising process—not just individual targeting.
As more and more standard user identifiers disappear from the advertising landscape, marketers are looking for new, privacy-proof means to identify and target consumers across all channels. However, many are missing the big picture.
By hyper-focusing on one-to-one addressability, marketers may be hitting those standard user IDs but still missing out on their true audience. This is because they often lack the granular insights needed to understand and better define their audience while fine-tuning their marketing tactics.
For example, brands using cookies to target 25-34 year old women could achieve acceptable accuracy in today’s ecosystem. But they may never know that their true audience is actually 25-34 year old business travelers watching online video streams between 8pm and 10pm. It not only opens up new avenues for customized messaging and creative design, but also eliminates wasted advertising dollars.
App Insights as a creative differentiator
When marketers want to stop chasing ever-scarce user IDs and instead tap into their real audiences, app insights are the clearest route. Today’s consumers are locked into their mobile devices and spend most of their time in apps.
Herein lies the key to data-driven marketing and creativity in a world where privacy is paramount: app ownership and engagement data that can be segmented into highly relevant personas while providing valuable insights into consumer interaction patterns.
App Insights represent a powerful source of audience intelligence that can deepen understanding of consumer interests, intentions, and consumption patterns. Here’s how:
Creative messaging and scheduling optimization: By helping marketers understand who their audiences are and how they spend their time with media, app insights can help better attribute media spend and inspire creativity.
For example, a McDonald’s marketer might use app insights to discover that their customers are coffee lovers who are also late-night movie buffs. The marketer could then compare this data to Burger King’s customers to determine that they are more likely to be middle-aged homeowners who frequently use on-demand and home improvement apps.
McDonald’s marketer could then create unique, coffee-centric messages for women and serve those ads during the after-9 p.m. cinema experience to homeowners and reach them through on-demand and home improvement apps.
Storage and reintegration: As consumers, we often download apps that we only use for a short time. In fact, most apps (more than 90%) see a precipitous drop in users after seven days. That means all the hard work acquiring a new app install might not result in much (or no) actual revenue beyond the initial engagement.
Savvy marketers realize that user acquisition is just a heuristic or proxy metric of ROI. It’s re-engagement marketing and incremental engagement growth that actually drives ROI. App Insights make retention marketing possible by identifying app usage patterns and giving marketers insights on how to drive deeper engagement.
In order to develop more effective marketing strategies, it is crucial to maximize both accuracy and precision. And it’s important to understand which metrics are moving the needle over time – such as: B. Repeat brand engagement.
By prioritizing solutions that deliver insights and measurements, the advertising industry can unlock creative tactics for engagement and more relevant messaging opportunities even in the absence of cookies and cross-platform identifiers.