In the past 20 years, it has become clear that data is king. The 2020s will be defined by marketing rushing to collect and capitalize on their customers’ data — just look at the “it” platforms of past years for a clue to future trends: Customer Data Platforms, Data Management Platforms, etc. But, the unification and collection of data isn’t the key to winning in a data-obsessed world. Marketers were never given a clear answer as to what they should be doing with this data, how to structure it, or what value it would bring, but luckily we’re moving towards activation.
Merely collecting data won’t give marketers the tools they need to succeed — think back to the days when buying lists, using third-party data, and spamming was commonplace, did those techniques result in heightened customer experiences and marketing wins? Fortunately no, and as a consequence marketers now have to contend with stricter regulations and the depreciation of third-party cookies by central players.
For marketers to be able to craft winning customer experiences at scale, they need to not only collect data in an ethical manner but also activate it. But what exactly is data activation and what does it mean for marketing teams? We’re glad you asked: here’s Blueshift’s Breakdown of Data Activation.