A unified data model approach helps create immediate value

New Ideas in MarketingEssential news for marketers, summarised by YouGov
September 29, 2021, 1:13 PM UTC

Practice ideal tag health by adopting a universal tag.

For a business to be able to tie all data together and deliver relevant experiences, getting data analytics in order is a must. As third-party cookies would phase out soon, this is the right time for marketers to get data analytics right.

For starters, introduce a companywide unified data model approach to allow various teams to access data to create immediate value and react to trends faster. Ultimately, this will make denormalised, real-time data accessible in a streamlined fashion to improve targeting and personalisation.

Marketers are advised to implement integration across the stack to avoid data loss, privacy non-compliance and inaccurate customer views. Ensure any data tool being used is privacy compliant globally and wherever it isn’t, the issue must be resolved.   

Read the original article

[4 minute read]