Researchers reckon that audience enrichment data is key to making better optimisation decisions and that search marketers should be ready to engage with an audience-led strategy.
Evidence of its impact is clear in channels such as programmatic, which continues to rampage through paid marketing budgets, hoovering up the dollars left and right.
Being UK-based, the above overview from eMarketer struck a chord on that progress to channel dominance for programmatic within paid channels. But you can also take a look at the dominant player in audience data (Facebook) to see the impact this transition has had on its overall revenues and see where much of this spend is happening: mobile.
Paying for third-party audience data (via Atlas, say, to integrate Facebook’s audience data with your first-party site data) is a common tactic within programmatic and paid social. But less common is then leveraging that audience data to improve your other digital marketing channels.
Audience enrichment — combining first-party data from your website with third-party data gathered from other sources to get a more complete picture of your visitors — is a hot topic right now amongst enterprise-level businesses.