Data standards improve ad tactics

New Ideas in MarketingEssential news for marketers, summarised by YouGov
July 30, 2021, 2:03 AM UTC

Marketing teams should collaborate with external and internal stakeholders to create data taxonomy.

Establishing data standards can help the ad industry lay a solid foundation for advertising strategies like collecting first-party data, contextual targeting, scaled personalisation and more. Data standards act as  a framework for creating and managing common data formats across locations, teams, campaigns, and use cases in an organisation.

Determine which data points to include, add metadata and hierarchy, document common data language, and more, in collaboration with stakeholders to establish data taxonomy. Examine components like creative attributes, campaign configuration, and inform the executives and employees of the benefits to get their buy-ins for data standards.

Brands must practice privacy-safe targeting strategies without cookies by implementing a marketing data governance policy and conveying it to the staff. Conduct learning and development (L&D) sessions to help employees adhere to the new data standards.

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