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The marketing performance optimization environment has changed substantially and will continue to do so over the coming months and years. And while some traditional data sources and formats are no longer available, we are seeing new ones emerging, like data clean rooms.
Three forces are driving these market changes:
- Regulation
Laws and judgments at national and European levels are establishing boundaries around user-level tracking (via the collection of personally identifiable information) and the use of cookies and other identifiers - Browser developments
Browsers are limiting tracking, especially the use of third-party cookies - The walled gardens
Social media platforms are also limiting tracking, particularly around views and in-platform engagements, while driving users and advertisers to use “zero-click content”.
As the impact of these changes became more evident, many advertisers and market players have become pessimistic, seeing little future for modern analytics and optimization.
Today, new heterogeneous data has led to new tools emerging that offer basic media mix modeling (MMM) on high-level data. But this “lowest common denominator approach” delivers limited insights for today’s digital marketing and ignores the potential of new emerging data sets and modeling approaches.
Since 2019, Exactag has been developing a new approach to data collection that allows marketers to realize the full power of all new data sources. Our data collection follows the principles of
a) Completeness
By taking into account data from every user and all their touchpoints, we help marketers eliminate the bias introduced by using incomplete or imprecise data.
b) Depth
We measure the critical marketing dimensions that control digital media, including at the campaign (line item), partner (publisher), creative, and placement levels. We also provide advertisers with crucial data and insights into their customer journeys.
c) Data privacy
Marketing teams can benefit from the completeness and depth of data necessary to optimize their marketing by taking advantage of our innovative, balanced approach that adheres to today’s privacy regulations.
The result is a wealth of data that allows our customers to gain the maximum insights from it, including attribution, customer journey analysis and customer lifetime analysis.