But the most important advantage of proprietary data is that it offers the kind of information that gives brands real control over their commercial destination. Data from external sources can improve the short-term performance of marketing, but it cannot explain the relationship with customers or their buying paths.
Collecting your own datamakes it easy to know users and divide them into specific groups. You can analyze your web traffic and create audiences that are looking for specific products or are interested in a particular topic, such as sports or automotive.
It allows you to create highly personalized messages and increase the effectiveness of your marketing efforts. Learn more about audience segmentation on our blog. Consumers voluntarily exchange their information for more relevant and personalized experiences. With access to your own data, you have accurate and relevant data in your hands to create those experiences.
A poor customer experience often causes the customer to go somewhere else and take their information and business with them. In today's article, we'll show you why your own data outweighs third-party data and the benefits it brings to your marketing efforts.