How can Brands Ensure Their Data is Powering Effective, Performance Driven-Campaigns? (PerfomanceIN)

Not all data is the right data: Performance marketing, by its very nature, is all about delivering tangible outcomes, and so campaigns are only as good as the data behind them. Just because a brand has access to vast amounts of data, doesn’t mean it’s the right data, or that it is being used in the most effective way. If a brand doesn’t know who its customers are or possess the ability to identify what they want (ideally before people ask for it), those customers are unlikely to stick around. Marketers need to make sure that their customer database is fully up-to-date and always evolving. Customer preferences and needs don’t remain constant. Whilst their base details will largely remain unchanged, how and what they engage with will naturally change on a monthly, weekly, possibly even daily basis, depending on the service or products they are browsing…