"Data-Driven Thinking" is written by members of the media community and contains fresh ideas on the digital revolution in media.
Today’s column is written by Tom Manvydas, vice president of integrated marketing services at Experian Marketing Services.
Marketers are increasingly taking advantage of the richness of CRM, purchase transactions and other offline data sources for online advertising. Yet, so far, it’s been a one-way street: There is very little being done with online data to improve offline marketing programs.
That will soon change. With the continued growth of data from the connected world, it is only a matter of time before we see offline marketing practices influenced heavily by online data.
There’s a ton of it. In May 2013, some estimated that more than 90% of the world’s data had been created in the previous two years. While the value and usefulness of all that data is debatable, Google has proven that too much is not a bad thing.
Data is the tool that is changing the marketing landscape. There are some great programs that measure the online impact of offline marketing, primarily by directing consumers to online response channels, such as email addresses or social media content. Broadcast advertising is becoming more like addressable marketing with the growth of digitally powered screens and satellite radio technology. And while the reverse – applying online data to offline marketing – is not widely used yet, some key drivers will accelerate this trend.