Today’s consumers expect more granular, personalized digital experiences. Thus, businesses looking to understand and connect with these users need to find ways to effectively leverage social data to customize their marketing efforts.
As interconnected as social data and marketing have become, however, most marketers struggle to practically apply this data to their efforts: 78% of marketers feel the need to become more data-driven, yet only 33% are consistently and strategically leveraging consumer data in their marketing efforts. (Source: Global Teradata Survey)
To help guide the data-driven marketer’s strategy, this blog post will go over how ROI is captured by using relevant social data to power marketing campaigns.
Social Data Means Authentic Relationships
Having access to users’ social profiles and behavior data is the key to relevant user experiences. For instance, a user who logs in with his Facebook account grants your business access to his profile information, which can include his social graph, profile photo, birthdate, location, and more. Your business can use this data to tailor your marketing campaigns and digital experience to that individual user.
Applying Social Data to Marketing
To start acting on your data, you’ll want to port it into marketing platforms such as email marketing software, recommendation engines, CRMs, ecommerce platforms, ad serving platforms, DMPs, and more. Integrating marketing platforms with first-party user data leads to personalized marketing efforts and more meaningful user experiences.
Learn how to translate social data into ROI by downloading our latest white paper: Path to ROI: Powering Business Applications with Relevant Consumer Data.
– Emma Tzeng, Marketing @gigya
By Emma Tzeng