Twitter Chat: Measurement in Our New Era with Croud
#AWChat returns with our first Twitter chat of 2022! This week, Gabriela Carlos, Media Measurement Director at Croud, is on-hand to discuss how measurement works in a cookie-less world, business intelligence, and more!
Measurement will look very different than it has in the last decade. Instead of relying on third-party data and cookies, we’ll look to data modelling, deterministic data, and first-party data to target users and measure performance. #AWChat
— Croud (@CroudMarketing) April 5, 2022
Initially – absolutely. However, at this point, the industry has had the opportunity to develop new solutions. Whether that looks like new tech or partners and platforms collaborating, brands and agencies alike have the tools to navigate through anticipated challenges. #AWChat
— Croud (@CroudMarketing) April 5, 2022
They should be capturing any and all consumer behavior data, either on-site or transactional. The key is to have the proper infrastructure so that they can analyze and take action against their data effectively. #AWChat
— Croud (@CroudMarketing) April 5, 2022
Q4: @CroudMarketing, how will marketers leverage business intelligence to not only identify new audiences but retain the audiences they already have? #AWChat
— Advertising Week (@advertisingweek) April 5, 2022
(2/2): Using this information, brands can re-engage customers who they predict may go dormant in the future. #AWChat
— Croud (@CroudMarketing) April 5, 2022
From a performance perspective, this is where attribution and incrementality is increasingly important. Especially with the deprecation of cookies, we’re relying more on modelling to measure the impact of upper/mid-funnel media and social. #AWChat
— Croud (@CroudMarketing) April 5, 2022
First-party data can be used for optimization, targeting, closed loop measurement, etc. We typically develop a complete plan for clients to maximize their first-party data. At the base is a robust, fully integrated, data infrastructure, ensuring complete connectivity. #AWChat
— Croud (@CroudMarketing) April 5, 2022
You May Also Like
What the World Cup Reveals About Effective Sales Promotions
Any global event, whether sport or entertainment, creates the same temptation for brands to prioritise presence over purpose. But the biggest lesson from this World Cup is not that brands need to shout louder, it is that promotional activity performs best when it reflects how people actually experience the tournament.
First Came the Beards, Then Came the Coffee Shops
The brands that succeed over the next decade will be the ones that rediscover the simple truth of why they exist, and stretch towards the dream of how they can add more to the world, then express that clearly and consistently in everything they do.
Predictive ROI Is Becoming Marketing’s Most Valuable Currency
When agencies are able to demonstrate likely outcomes before campaigns launch, conversations become less speculative and more evidence-based.
