Gartner Research

How to Minimize Your Marketing Data Dependence on Amazon, Facebook and Google

Published: 18 July 2019

ID: G00390191

Analyst(s): Benjamin Bloom

Summary

Walled gardens offer precise segmenting and targeting, but shield valuable customer data insights from view. Marketing leaders advertising on Amazon, Facebook and Google can assert control over their marketing data and capture customer insights through a disciplined use of tools and campaigns.

Table Of Contents
  • Key Challenges

Introduction

Analysis

  • Invest in Campaign Activities That Motivate Consumers to Self-Identify
    • Broaden Your Data Sources to Overcome Walled Garden Insight Gaps
  • Use Technologies That Help Capture and Manage Customer Profiles
    • Assess the Targeting Silos of Proprietary Platforms
    • Strengthen Technology Assets to Identify Unique Customer Signals
  • Power Personification Using Key Events Across the Customer Journey
    • Activate Event Tracking to Reveal Personas
  • Align Activities to Audience Personas Across Your Marketing Technology Stack
    • Connect Purchase Data to Browsing Data

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