AdTech vs. MarTech
The fundamental difference between AdTech and MarTech is their respective target audience. AdTech targets anonymous audiences via digital channels, whereas MarTech generally targets known customers across digital and offline channels. These environments have historically operated in separate environments at the expense of the firm’s return on ad spend.
Marketing Services Challenges
Consumer behavioral shifts accelerated in the pandemic. Brands and their service providers face significant pressure to embrace digital transformation to support growing consumer expectations. While also driving profitable revenue growth. Yet, the biggest challenge for most firms is ecosystems of technology, personnel, and measurement skill gaps that exist for unifying and using the underlying data to drive these transformations.
Specific Impact We Provide for Marketing Services
Data that enables the implementation of omnichannel customer journey management at the individual level. This results in eliminated ad spend waste associated with digital audience profiles and/or bot traffic through exclusive targeting of people-based audiences.
First-Party Identity Graph
Development of brand-specific first-party identity graphs that result in persistent, people-based, audience member profiles for customers and prospects.
Employ real-time identity resolution and lead scoring to direct consumer engagement and retargeting focus on inbound inquiries according to resemblance to ideal customer profiles.
Activation of the offline customer and prospect data for use digitally and/or enabling digital engagement to be the precursor to offline follow-up, without suffering data leakage.
Improve ability to engage and convert individual consumers. Develop comprehensive profiles that enhance an individual’s brand-specific consumptive and engagement behavior with their broader consumption behavior across 15 categories including property ownership, vehicle ownership, transactional behavioral, and digitally observed behaviors.
Enable 1st party data collaboration that results in precise target audiences at scale. Operate in full compliance with all privacy legislation.