Every day, companies handle a huge amount of data about users and their own business, and now new sources of very varied types are being added. Filtering and discovering relevant information in all this “tangle” is becoming increasingly complicated and consumes a lot of resources.
The trend is changing and Big Data is being replaced by Quality Data . That is, giving priority to collecting quality data that can really be exploited and useful in decision-making.
Data Quality refers to an assessment of the suitability of philippines phone number data data to fulfill its purpose in a given context. This quality will be determined by factors such as accuracy, completeness, reliability, relevance and timeliness.
5. No cookies, no party? Marketing personalization beyond cookies
Cookie-free marketing is getting closer. The data we normally obtain from third-party websites about user habits is about to disappear. So, what will we do to understand consumer interests and personalize new marketing campaigns? How will we measure conversion?
The solution is to build our own data system so that we can capture and exploit it ourselves without depending on third parties. Many brands are already exploring alternatives and creating experiences in which users receive a benefit in exchange for providing their personal information.
6. Liquid audiences connected through television
Audiences are becoming more and more unpredictable. A user can be using Instagram and the next minute have their full attention focused on a Netflix series.
With these new content consumption habits and on-demand television with platforms such as Netflix or Amazon, we have an opportunity to approach audiences in a different way, expand our reach and diversify advertising channels.
These are, therefore, some of the new trends in digital transformation that we are going to see throughout the year. However, there are many other currents of interest that we must not lose sight of. We must be constantly changing, trying out new techniques and technologies and being ready to “correct” course whenever required.