Intent Data in the Age of Data Regulation

Since the implementation of the Data Protection Act in 2018, the way behind data usage has changed dramatically. Our customers and customers not only want a good experience, they also want to make sure they can trust us. And it makes perfect sense in modern times.

But when data is considered a key factor in the positive customer experience, brands and American agencies have found that it becomes increasingly difficult to gain customer loyalty while remaining compliant.

In a copy of John Snyder, CEO at Grapeshot, for AdExchanger, states that the GDPR will remove 75% of third-party data and the rest will be more expensive. This has caused the power between the brand and the agent to change over time.

GDPR allows operational and financial incentives to open up the awareness of customers they already have. The only reason many brands have been unable to do so is because of differences in their data storage, causing organizations to lose ownership of their customers' data.

To compensate for the loss of these revenue streams, agents must be creative and strategic about how they work with brands in this situation. Digital agents still play an important role in data — not the role of hands. Once a brand has collected a lot of information through rewards, loyalty programs or more important offerings that make users feel comfortable enough to participate, an agent can lead in designing marketing programs that are most relevant to it.

Putting Data-driven Marketing to Work

Products that are determined to make the best use of their first-person data often require more control and anonymity than they would normally receive from agents who 'leave' it and cannot provide easy access.

To prevent branding going with an internal solution, agents must be willing to show transparency and provide visibility of as much data as possible. Therefore, it is important to bring additional comments and analysis to the table.

A study conducted by Sizmek revealed that 88% of retailers agreed would find it necessary for the partner to take the advice approach and help them understand and gain insights from the data.

While brand executives are able to get their hands on basic data services, implementing the right infrastructure is a different story. The Agency's ability to interpret and strategize against data is what makes them valuable to brands when determining the right type of data and understanding of their marketing efforts.

Typically, agents may want to be left in charge of branding data because they have in-depth knowledge of data systems, translation, advertising purchases, e.g. The money, performance, and resources required to deliver a software and data strategy in-house may be slightly steep for most products; that is why they left their agent to oversee the work.

Brands and Agencies’ Biggest Challenges When It Comes to Data

Raphael Rodeir from Ogury, a retailer 's agent, says, "For decades the industry has turned a blind eye to the ways in which consumer data is available. Was it taken with the consent of the users, or not? those who work with them obey all the laws of the land. ”

Advertisers can still make multiple sales without using third-party data. GDPR and CCPA require brands to extract their first-person data to eligible audiences and it is difficult for an agent to adapt to these changes. Because increasing identity and efforts to target third-party audiences and data is a revenue-generating tool that will no longer exist.

Third-party intent data is an important asset if retailers are running ABM campaigns. In fact, 45% of the B2B shopping cycle involves buyers voluntarily searching, which is important information that many brands have no access to.

Today, having a lot of user data is not the same as success. Instead, having a well-defined data strategy will ensure brands are looking for and using the most relevant data and their business needs. It is more about building trust and trust among consumers. Such a strategy will allow you to improve your marketing and message efforts. To do this, agents must ensure that they have high data talent or form partnerships with reputable companies that can support their data capabilities.

Building Trust and Credibility

The best way for agents to obey is to say what they will do and maintain that transparency. The Agency's performance standards must adhere to the GDPR and CCPA guidelines which include legitimacy, fairness, transparency, accountability, and accuracy, in law and regulation.

Brendan Greenwall from the Initiative, a global media organization, says, "This is to ensure that what we do is not only legally correct, but also the right thing to do, from a cultural and regulatory point of view. This is not a new challenge though. When you look at traditional advertising advertisements, most of them need an independent regulatory body to approve the advertisement before it is made public. Then, when and where the placement of advertisers needs to be carefully considered following specific marketing rules. and the effort required to get live broadcasts in a completely controlled online video space nafasi ”