Page 5 - 2023 Omnichannel Marketing Handbook
P. 5
Forming links
As the number of devices and channels attributed to any given con-
sumer continues to grow, keeping tabs on activity across them all
can prove difficult.
Leading third-party consumer data partners offer robust, priva-
cy-compliant identity graphs capable of linking together interactions
as well as anonymized identity markers and other data attributed to
a consumer’s identity and activity.
Some providers also use behavioral markers and analytics to deliver
a multidimensional view of each consumer or household through
their life journey, factoring in past and present interactions and
even modeling future behaviors.
In a Claravine survey, the vast majority (83%) of marketing and
advertising leaders said they will rely more on their own first-party
consumer data going forward, and 72% plan to increase their bud-
gets and staffing to collect first-party data.
Why such a jump?
Much of this is in response to the rise (and rising cost) of walled
gardens. In 2022, according to Statista, major advertising and
social media platforms such as Google, Meta, Amazon, LinkedIn,
Instagram, and TikTok represented 77% of global digital advertising
revenue. These platforms hold a wealth of information on your top
buyers and prospects. The cost for this information keeps rising.
Omnichannel Marketing Handbook 5
