Control Your Marketing Data — or Google, Facebook and Amazon Will


Published: 29 December 2017 ID: G00345707

Analyst(s):

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Summary

Marketing leaders who leverage marketing technology or advertising programs from Facebook, Google and Amazon must assert control over marketing data. Capture customer identity using disciplined campaigns to protect marketing performance and customer insights.

Table of Contents

  • Introduction
  • Analysis
    • Use Technologies That Help Capture and Manage Customer Profiles
    • Invest in Campaign Activities That Motivate Consumers to Self-Identify
    • Power Personification Using Key Events Across the Customer Journey
      • Activate Event Tracking to Reveal Personas
      • Use a Personified Measurement Approach to Maximize Data-Driven Performance
    • Align Marketing Activities to Audience Personas Across Your Marketing Technology Stack
      • Maximize Customer Data Collection When Dealing With Walled Garden Creative Units
      • Connect Purchase Data to Browsing Data
  • Gartner Recommended Reading
© 2017 Gartner, Inc. and/or its Affiliates. All Rights Reserved. Reproduction and distribution of this publication in any form without prior written permission is forbidden. The information contained herein has been obtained from sources believed to be reliable. Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartners research may discuss legal issues related to the information technology business, Gartner does not provide legal advice or services and its research should not be construed or used as such. Gartner shall have no liability for errors, omissions or inadequacies in the information contained herein or for interpretations thereof. The opinions expressed herein are subject to change without notice.

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