The ANA's Data Solutions Framework emphasizes the critical need for marketers to utilize data effectively in a rapidly changing ecosystem. With the decline of third-party cookies, marketers are encouraged to prioritize first-party data for improved consumer engagement and business growth. The framework underscores the importance of a connection between consumers and marketers, highlighting that data should foster trust and transparency. Marketers are urged to focus on delivering personalized experiences while ensuring data privacy. This framework serves as a cheat sheet for actionable strategies and best practices for marketers aiming for success.
The data ecosystem is rapidly changing and marketers need a definitive suite of solutions to be in the driver's seat - serving their consumers while achieving business growth.
At its core, the ANA says data is only useful if it connects both sides of the value chain: the consumer and the marketer.
First-party data is the star of your stack. Collect it directly from your customers and use it to understand behavior, create lookalike audiences and personalize at scale.
Marketers want segmentation, insights, audience activation, measurement, and optimization. Every link in that chain depends on data - and on using it responsibly.
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