Brand teams get fixated on the latest data trends, including marketing measurement optimization and unified analytics. It makes sense after all, there is increasing demand for accountability, with the business impact of every impression, exposure and click subject to scrutiny. But while companies are right to invest more on the analytics to measure cross-channel engagement across every campaign, placement and creative execution, the focal point of those data-driven efforts often gets lost.
The customer has to come first. To do that, customer-obsessed brands need to take a hard look at the quality of their data.
Unfortunately, today's data strategy and measurement often work backward. We concentrate on measuring channel, platform and publisher performance, which makes seeing what the customer is doing across those touch points harder to piece together.