Defining data for your CDP: Wednesday’s daily brief

At Martech Today, I always try to sniff out a good story. And the best stories come from the data and are supported by it. The numbers roll the ball and you quickly come to insights, changes, and, ultimately, transformations. To take the first step, however, the story must be relevant and compassionate.

With all the technological advances helping us to collect and manage data, the importance of an efficient language can be lost. Joel Eaton, the data architect at Red Hat, reminds us that language remains at the center of a world-class marketing strategy. Using technology, in the form of CDP, an efficient language can help important customer data to send different systems and domains to all levels of the funnel. A CDP does not remove restrictions, but it does remind marketing and sales teams that are working towards common goals. But at the heart of these goals, and the key to marketing success is the customer.

CDPs bring teams together and protect your data investment

 these platforms can help bridge the gap between marketing and sales, especially in the B2B domain, where customer contacts and data can be more confusing and time-consuming than their B2C counterparts.

Joel Eaton, the data architect at Red Hat, an open-source enterprise software entrepreneur, took the time to map MarTech’s CDP technology and demonstrate how it can facilitate communication and data exchange between marketing and sales teams.

 To take advantage of this opportunity, members of the sales and marketing teams must follow some guidelines for defining their data.

1. Define your data in terms of limit. The after-sales marketing guidelines should contain information relevant to the sale. What data are sales looking for?

2. Keep the same settings to update the flow. When marketers obtain contact information from ads, landing pages, social media platforms, and other sources, they need to clearly define the data for all domains.

3. Provide the details. Each data field must describe exactly what the data is, without omitting anything. For example, the field for a phone number must be defined without any mystery. It is not just a number, it is a “fixed-mobile number”.

4. Use clear definitions to respect privacy. An ambiguous status field can be misunderstood in the fields of sales or marketing. Instead, the data associated with a particular customer at a CDP should leave no doubt that the individual has chosen to leave or consent to share more data.

If you cannot control the flow of your data, you will lose your investment. “CDPs are ideal for organizing customer data at the beginning of the funnel,”  “

Google is testing a new feature that automatically detects products on videos and displays them, and related products, to viewers as a list that the company posted yesterday on its YouTube experiment and test page. YouTube sometimes tests new tools and features with a small group of people for a limited time. They are known as YouTube feature experiments, but they are also called “beta” or “experiments”.

Why do we care? The experiment description is sparse, but it can be assumed that the product entry contains links that allow YouTube viewers to search further or go directly to a product page where they can purchase the item.

Choosing the right podcast

If marketers are looking for a sign that podcasts have grown, consider the case of Podsights. Provides pricing, platform reports, and competitive information to advertisers and podcast publishers. Yesterday they announced a $ 4 million Seed + funding round. Earlier this month, they launched Podsights for Publishers, a series of integrations following the acquisition of the podcast link pod. link platform.

We asked Sean Creeley, CEO and Founder of Podsights, about the maturity of this channel, and he said, “Podcast ads are now measurable. When podcast ads are full of digital, television, or social marketing.

Because we care. There are still many consumers in the United States who do not regularly listen to podcasts. According to Podsights, 63% of the US population didn’t listen to a podcast last month. There may be more growth before the podcast reaches its peak. Meanwhile, Creeley suggests marketers are suspending personal taste when choosing the best podcasts for their brand. They now have the data to confirm the effectiveness of a podcast in promoting a campaign.

Keep up to date with your CMO colleagues

The competitive intelligence platform BrandTotal announced the results of a survey of 550 marketers last month. Unsurprisingly, this data suggests brands need to do a more competitive analysis. But what are the specific insights marketers want to gain by studying the competition?

A quarter of the respondents wanted information about competitor advertising materials. That was the main answer. Second, there was information on specific prices or quantity promotions. This perception is mentioned by 23% of the respondents. Here are the other main answers:

• See periods of press releases (19%)

• Demographic information about the participant’s intended consumer (19%)

• Information about consumer behavior, feelings, and engagement (plus CTR / CPM) (18%)

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