Gartner Research

How to Use Ad Tech for Customer Intelligence

Published: 02 May 2014

ID: G00260463

Analyst(s): Andrew Frank


Digital marketers and marketing technology providers are discovering new uses for the data generated by digital advertising. This report highlights opportunities for digital marketers to go beyond ad targeting and measurement to use ad tech data to gain new insights about customers and prospects.

Table Of Contents
  • Key Challenges



  • Make a case for ad tech-based data enrichment by identifying assumptions about personas that are lacking in solid evidence and which, if revised, could have a significant impact on marketing strategy.
  • Identify and work with an ad tech provider to tag Web pages and mobile applications to match profiles anonymously, and in aggregate with third-party data providers that specialize in your area of interest.
    • Step 1: Ensure that the solution proposed preserves user anonymity and can't result in data leakage in either direction between you and any third party.
    • Step 2: Evaluate the third-party data providers that are accessible through a proposed solution and look for differentiated sources of data.
    • Step 3: Consider how the data will be analyzed, presented and made interactive with dashboards: Usability is critical to success.
    • Step 4: Assess your provider support team and ensure alignment with internal stakeholders.
  • Look for third-party segments that over-index with your most desirable customer profiles and use these to optimize paid, owned and earned media strategies using a "5 W's" model.
  • Once you've established marketing effectiveness of new segmentation schemes based on third-party data, share findings with general marketing leadership, business intelligence and product development to maximize impact.

Case Study

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