By: Edward Ramsey, Vice President, Marketing Data & Tech Strategy, Valassis
Published Tuesday, Nov 22, 2016
Most of us can agree that reaching and engaging the right consumers with relevant messages is important in advertising. And that data – of any kind – is crucial to include. While some advertisers are already well down the path of intensive customer and database segmentation, others are just beginning to apply data and trying to use it to plan their media campaigns more effectively. Regardless of where you are on your data journey, below are a few tips that serve as good reminders for us all.
Go Beyond the Data Basics
Adults 25-54. Homeowners. Number of households in a designated area. As a starting point, these descriptors will begin to define the potential universe around a store or for a particular service. But what do they really tell you? Do they reveal consumer lifestyle or life stage? Buying propensity? Focusing too much on the numbers without truly understanding the nuances can be a recipe for failure.
Read more at: Direct Marketing Association (DMA)