没有营销人员会质疑对高质量数据的需求，尤其是当消费者对品牌的个性化体验要求越来越高的时候。然而，尽管有这样的需求，数据质量仍然是各种规模的品牌所面临的一个重大障碍，这意味着许多营销人员将难以建立消费者正在寻求的相关联系。
First-party data is the lifeblood of any brand’s marketing efforts, and 86% of the marketers surveyed for this year’s 尼尔森年度营销报告 recognize its importance. Despite the acknowledgement, however, overall confidence in data quality is universally low. For example, 41% of the marketers at large companies (defined in the report as organizations with marketing budgets of more than $10 million) view data accuracy as a challenge. But they’re not alone.
Data is the key to developing the personalized experiences consumers are seeking, yet first-party data typically highlights brand-specific interactions. So in that regard, first-party data does not provide information about consumer behavior away from any given brand. Second- and third-party data provide brands with information about what consumers do when they’re not directly engaging with the brand. For true omnichannel marketing efforts, marketers need information beyond direct brand engagement. Surprisingly, especially when customer acquisition is a top priority for marketers this year, brands have yet to embrace data partnerships as a way to enrich their own first-party data.
重要的是，数据来源众多。随着连接性和数字互动的增加，新的数据源也将不断上线。令人略感意外的是，各种规模的品牌都主要关注那些突出客户旅程末端行动的数据源，如实际购买、信用卡消费或与网页的互动。随着营销人员开始关注整个消费者旅程，而不仅仅是一个终点，多触点归因解决方案将成为识别所有触点而不仅仅是最后一个触点的关键。
现在，全球已经掌握了超过 12 个月的大流行病知识，企业应继续收集数据，以了解如何在持续的干扰和变化中与消费者互动。随着数据的不断侵蚀，数据合作应成为重中之重。数据和个人层面的参与是未来营销成功的关键，许多工具和解决方案都已得到扩展，以惠及各种规模的品牌和预算。
For additional insights, download the 2021 Nielsen Marketing Report: Era of Adaptation.
