Results can be compared across channels and investments can be optimized to achieve the greatest possible benefit.
The procedure is as follows:
The pixels of each channel are checked philippines phone number list to ensure they are capturing the correct data.
A common taxonomy is being developed.
It is verified that the same patterns are followed so that the data can be compared even if it comes from different media.
3.
In this phase, the goal is to compare first-party data with data from the other two areas (advertising and site-centric) to get a more comprehensive and amplified vision of what's happening in the company at both an online and offline level. First-party data is most commonly found in CRM systems, call centers, or points of sale if the brand has physical stores.
Because the diversity of systems is so great, ad hoc solutions are often used to enrich the brand's data universe and improve sales attribution. In this sense, the quality of the data depends on finding the pivot that brings the two worlds together.
The phasing out of third-party cookies is also affecting this area of work. In the past, brands were able to retrospectively reconstruct users' journeys once they had registered. Without third-party cookies, previous information is likely to be distorted or incomplete, so many brands are looking for a formula that encourages users to navigate their ecosystem while registered to avoid losing visibility .