对于品牌和营销人员来说，数据从未像现在这样重要。
随着数字渠道参与度的不断提高，了解这些参与背后的消费者对于将正确的信息传递给正确的受众至关重要。但是，如果您只使用上下文数据，您只能看到画面的一部分。对于当今的营销人员来说，将上下文数据（正在浏览的内容）与行为数据（已采取的行动）相结合，就能更全面地了解目标受众，从而更有效地传递信息。
And messaging is critical as brands gear up for big ad spending increases, particularly across emerging digital channels. According to the Nielsen 2022 Annual Marketing Report, 51% of global marketers plan to increase their over-the-top/CTV spending in the coming year. In North America, the percentage is 61%, which aligns with the increase in video streaming last year. In the U.S., Americans streamed almost 15 million years’ worth of content across subscription- and ad-supported streaming platforms.
为了满足消费者的需求，营销人员需要高质量的数据来指导他们的战略，帮助他们接触到更多的目标受众。根据《2022 年度营销报告》对全球营销人员的调查，受众定位是他们最重要的营销策略。
全球大多数营销人员（69%）认为，第一方数据对于定位战略和接触消费者至关重要。但是，尽管他们都认同受众数据的重要性，36% 的营销人员却认为从数据中获得洞察力极其困难或非常困难。
鉴于消费者数据来源的不断扩大，我们不难理解为什么营销人员很难从往往是各不相同的数据集中获得洞察力。但是，对于那些能够将堆积如山的数据集转化为可操作见解的营销人员来说，回报是丰厚的。
According to a number of Nielsen multitouch attribution (MTA) studies, the most effective marketing tactics combine the power of both behavioral and contextual data to drive the highest ROI. Data from Nielsen 数字广告评级 (DAR) highlights that the average on-target percentage of ads across computer and mobile is 63%1—even for targets defined by age and gender—targets for which there’s significant data coverage and quality.
通过用高质量、确定性的行为数据来补充上下文数据，营销人员可以更有效、更高效地开展营销活动，提高目标受众的参与度。这种全面的受众数据方法还能增强对潜在客户和收入影响的信心。
尼尔森 recently conducted an analysis to validate that if you deliver the right ad to the right audience, you will improve your ROI, confirming that audience metrics are an early indicator of campaign performance.
在研究中，我们发现，向目标受众（左下组）投放较少广告的广告合作伙伴，每 1 美元的平均投资回报率为 0.25 美元，而向目标受众（右上组）投放较多广告的广告合作伙伴，每 1 美元的平均投资回报率为 2.60 美元。
And for Barceló Hotel Group, data is critical to understanding attribution, especially as the media landscape moves toward a cookieless future. Using Nielsen’s Identity Sync, the hotel group was able to attribute 98% of conversions to actual marketing touchpoints, increasing PPC revenue share by 23% and display revenue share by 17%. By effectively monitoring and testing campaigns in near real time, Barceló marketers were able to optimize targeting, spend and strategy across channels.
随着消费者面对的媒体环境越来越分散，营销人员面对的数据环境也是如此。对于专注于狭窄目标受众的品牌来说，弥合数据鸿沟比以往任何时候都更加重要。营销人员要想满足潜在客户的需求，就必须将情境数据和行为数据相结合，不断优化营销活动，以达到最大效果。
For additional insights, download our 2022 Annual Marketing Report.
