See why third-party data is still an invaluable resource that retail marketers can’t afford to ignore
In recent years, third-party data has come under a fair amount of scrutiny. As Martha Stewart would say, “And that’s a good thing.” And by the way, we agree. Why? Because all of the increased focus reigned in the data providers, gave consumers greater privacy controls, and ultimately armed marketers with more useful—and cleaner—data sets.
As a former programmatic practitioner, I can tell you that third-party audience data isn’t just something you set and forget. To really use it right, a marketer needs to fully understand the ins and outs of it, how it was collected, and how to understand its worth. It might take a little more effort to figure this stuff out, but it can be really worth it.
Our own Crissi Cupak, senior director of product, has penned this new piece for Internet Retailer. In it, she provides marketers with a broad overview of how third-party data went from the Wild West to a new era of respectful data usage.
Check out Kenshoo’s Crissi Cupak’s post in Internet Retailer
In the article Cupak covers:
- How third-party data can help marketers in a variety of verticals—including CPG, Entertainment, and Financial services—be more efficient with their budgets
- How to work with third-party data providers to ensure their data has been collected in a permissible way
- How Facebook advertisers can benefit even more by using third-party data
Check out the full article on Internet Retailer for all of the details.