Personalisation and prospecting: A marketer’s guide to data enrichment
Kristina Prokop, CEO and co-founder at Eyeota, asks: How can today’s marketers understand more about who their customers are, and use that information not only to boost customer retention, but to increase new customer acquisition?
Marketers today have very specific data about their customers: what they purchase, where they live and other personal information. Beyond this, however, brands know very little about customer interests, lifestyles, wants and needs.
While 39 percent of consumers would prefer to purchase from a brand that provides personalised experiences, only 16 percent believe that companies they interact with properly understand their needs, according to 2021 research by YouGov.
Amidst shifting data privacy regulations, how can today’s marketers understand more about who their customers are, and use that information not only to boost customer retention, but to increase new customer acquisition? The answer lies in a savvy third-party data enrichment strategy. Let’s dig deeper into what that looks like.
Eyeota is a data transformation company serving the global enterprise. Leading brands, publishers and data companies leverage Eyeota to onboard, enrich, and activate their data assets across global markets and digital geographies. As the world’s largest data onboarding and audience intelligence firm, Eyeota brings a depth of experience in adapting data strategies to be consumer-friendly, addressable, and scalable in omnichannel environments.
