The early days of advertising may have revolved around storytelling, but the industry's future is unequivocally data-driven. And while most marketers understand the important role data can have in growing their businesses, a substantial gap remains between expectations and reality.
A new Advertising Age/Bazaarvoice survey found 95% of marketers are employing first-party and third-party data in their media plans. Yet 64% do not completely understand the sources of their data, and 76% are not confident the data is hitting in-market consumers.
This webinar will reveal the full results of this survey, and explain how data providers are missing the mark for agencies and brand marketers.
- Which data sources are most likely to reach in-market consumers
- Which types of data signals correlate to the strongest intent to buy
- How to push for greater transparency from data partners
- How brands and agencies can leverage the right data source to connect with customers