These insights can present significant opportunities to create meaningful engagement with consumers.
With data being crucial to strategising, creative development and delivering personalised experiences, marketers must also use it to better understand their consumer’s purchase behaviour. The author recommends looking at a brand’s own data to understand how consumers engage with and shop for their products or services.
Insights from this process could be combined with industry research and data to understand purchase decisions better. With actionable data, marketers now will be able to provide consumers with the ability to make personalised decisions based on their preferences and attitudes.
These insights can also help marketers and their strategic partners address gaps in their understanding of how audiences engage with the brand. Testing strategies and creatives that were developed based on these insights allows marketers to identify significant opportunities of creating meaningful engagement with consumers.
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