Using Data to help you achieve Marketing ROI.

There is a lot of debate about how programmatic is helping to feed or give urgency to the ad blocker market. With so much promise held in programmatic the beginning it now seems marketers are more and more worried about the new technologies coming out that prevent them from "enticing" potential new customers to view their campaigns. Casting a wide net is quickly going away as a strategy to reach customers and potential buyers. By using a more data driven approach you are more likely not only to reach more customers, but reach the ones that matter with much more intent than those you would reach using relevancy or other forms of branding on programmatic. While it seems counter intuitive that drilling down using data would really help you get more customers, you must stop and have a moment of honesty when looking at the numbers. Sure your ad may have been seen by hundreds of millions of eyes. But it those eyes are not in the market or have no interest in your product or service that would be the same as paying for a fake click or unopened e-mail. Compare that to targeting using data to at least hit the audience that has give buy signals and shown intent, with remarking part of the mix if they don't engage and the odds of getting more business are much higher. Data driven marketing has two advantages, it helps you reach those that are in the market, it makes sure you get to only them without the waste and potential fraud involved with other methods. 

So how do you use data effectively to reach these customers? Here are some of the more interesting solutions we have discussed recently  that are in the market right now and can be used;

IP matching for 1 to 1 display marketing. - By taking your lists of site visitor IP's or taking those that have signed up for newsletters or given their e-mail address in exchange for more information, you can append IP addresses to most information and use that to then append to consumer profiles and offline data as well. This can then be used to create "customized" campaigns based on demographics like past buying history, geolocation, age, past browsing history and more. The iP's are then used to serve ads directly to those individuals through the RTB's when their IP shows up in available inventory. The ad is served and you have the peace of mind knowing your target audience is reached 100% of the time using this method. No budget waste, no fraud and as much as 2-3 times better engagement and ROI than most other programmatic campaigns can be achieved this way.

Social (almost) real time marketing. - Much like the days of search Keywords and cookies have found a new way to play together to allow marketers to "watch" social sites to see what is being said and if the "keywords" they are looking for match any of their clients brand names or products. For instance Apple may want to watch laptop, mobile phone, phone, tablet, etc. to see what people are posting in their statuses about these products. This then allows them to leave a response with possibly a product suggestion within the hour. Also they can then use the profile information to append with offline data to re-market and follow up with the potential customer. 

Beacons and mobile data for remarking. - On the meds of nearly every marketer that has finally realized their audience is now mobile, is wondering how do I reach my customer on their mobile device as close to the decision time as possible? With Wifi and Bluetooth beacons getting better and better at closing the last meter marketers are now using data to market to you right at the shelf level. The possibilities are endless with this if you think of the example being used in Sears where consumer profiles are being accessed to help determine what consumers might be there to purchase and then send that information to floor associates to help them with that decision, or the walls at the Tokyo airport that can sense your mobile device and then access consumer profiles to serve ads to you that are customized to what you might be interested in as you walk. This type of technology is not far off in airports here in the US either with more and more airports adopting beacon technology to begin pushing flight information, maps and more to mobile devices to make travel more enjoyable.

Bottom line. - What it is coming to is the ability to deliver customized real time campaigns to you at the exact moment you will likely want to see them. It will eventually become so seamless that things like frequency will not even be noticed under most circumstances. Taking steps now to get as close to that state as possible, is the best advice for any marketer out there. As the technology gets more and more advanced we will start to seat becoming easier and easier to reach the holy grail of the right message, to the right person, at the right time.

Is this something you are struggling with? -You need data that will help you reach the right customers every time. No duplicates, outdated listings or non compliant fillers, that beef up a list but waste your budget. You want that data to match your needs, and get you to the customer, to engage them 1 to 1, and you want to cast a wide net with as many exact leads as you can get. Datastream does that by providing you a number of power databases with millions of NCOA and CASS verified in house leads. Our files are guaranteed accurate and are updated monthly, or ask us about live leads updated throughout the day.

With over 260 million Opt-in email records, 205 million Auto VIN records, 69 million Payday Loan records, 40 million Insurance, over 20 million Diabetics, 12 million Mortgage Refi, 5 million Investors and many more! Datastream offers full coverage of telephones, with over 133 million landline numbers and 220 million wireless numbers. Landline data is sourced from our Consumer and Opt-in files, while our wireless numbers come from self-reported, opt-in sources. In addition, all of this data can be combined with any of the over 300 demographic selections on our 280 million record Consumer File, the possibilities and matches are endless.

Don’t just buy a list! Datastream is customer service oriented, which is rare in Big Data. These files are available for installation/licensing and Datastream will customize a database and update schedule to fit your needs. Don't pay for what you won't use! We will help you every step of the way get the data you need.

Want to reach customers 1 to 1 by appending phones, email, IPs, or Cookies to your list? We can do that, too!
Need Data Hygiene, Secure data Storage, Data Management, Data Processing for your Big Data or Company Lists? We do that too!
Need fresh Real Time Sales leads? We have them too!
Need Exact IP Targeted advertising to create leads and brand awareness? We do that too! Consumer & B2B, domestically or internationally! Want to break into markets like China? We specialize in that. (bryan@leadsanddata.net)

Thoughts? Feedback? Feel free to engage each other here and keep this an open forum. Comment here so we can keep the conversation going. If you enjoyed this article please see my others at https://www.dhirubhai.net/today/post/articles/650596?trk=mp-reader-h

Need help? - Bryan Gissiner has been in Digital Advertising for over 20 years in everything from retail to Founding his own tier two ad network. Currently, he helps companies utilize the right mix of current advanced technologies and marketing to outperform all of the other available alternative solutions in their target markets. He is a regular contributor on LinkedIn, with a large following of other experts from a number of different areas.

Bryan Gissiner has worked on both the publisher and advertiser side helping them to find ways to save budget and increase return on those budgets, often making them 2-3x more successful.

Connect with me! - , please go to www.dhirubhai.net/in/bryangiss, @bryangiss on twitter or contact directly bryangiss@gmail.com and send me an invite with specific requests, to discuss how he can bring his experience to add value to your company and help it continue to grow revenue and ROI.