The value of the collected data is high, if you approach it correctly and merge the data points in an appropriate way – the "appropriate way" is the key point. Since many marketers still think in terms of campaigns and channels, the merging of data often takes place at the campaign or channel level. While this is the easiest way to merge, it does not necessarily provide the highest long-term benefit. At the end of the day, this is an "inside-out" view, i.e. the world from a company or product perspective.
It is more complex, but more valuable, to bring the data together on the user or customer. This makes it possible to use the data to benefit long after the end of a campaign and after the last evaluation. Interests and inclinations that a user expresses, for example, by looking at a content or reacting to a campaign, can be picked up again later.
Let's take the campaign of a travel agency as an example:
A user's search for a holiday hotel in Tuscany may no longer meet his current needs after the end of the campaign – but the basic interest in holidays in Italy should at least remain constant over time. If it is possible to supplement such interests from the findings of further campaigns, for example the preference of active holidays over wellness holidays, then one receives comprehensive interest profiles of users over time, even if they are still anonymous. This information is of great value for the display of suitable advertising messages or for the selection of these users as addressees of a specific campaign.
However, this value can still be increased. If the merging of data on the user is continued, further behavioural data can be added to the media data. This could be, for example, the content visited on a website, interest in certain products or recommendations via social media. The greatest increase in value occurs when a user registers for a service or product and thus leaves anonymity. From this point on, existing interest or behavioral data is reliably recognizable across all channels and devices. Furthermore, this also provides a higher addressability. This means that, depending on the existing identification level, a user can be addressed by e-mail, mobile message or even by post.