How marketers should think about the relationship between first-party data and machine learning
How marketers should think about the relationship between first-party data and machine learning
Topics
- first-party data
- machine learning
- reaching customers in their journeys
Video summary
In this video, the host discusses the benefits of using first-party data and machine learning in digital marketing. First-party data allows for clearer identification of best customers and easier relationship building. Studies show that people who choose to share their information are more receptive to ads. The host interviews a Google product lead who shares two key strategies for driving better performance with first-party data: reaching customers where they are in their journeys and using automation to attract new customers. By delivering ads in the right place at the right time, marketers can improve engagement and provide ads that feel relevant. Tools like Customer Match on Google can help reach the prime audience. Automation, combined with first-party data, can help find new qualified customers and optimize ad matching. When first-party data and machine learning are embraced, marketers can better engage with users and deliver ads that align with their needs.
Video trancript
Nacia Walsh: Hi, and welcome to another episode of our How to Think About series.
I’m your host, Nacia.
In this video, we’re going to be talking about first-party data and machine learning.
You know, one of the great things about first-party data is that it makes identifying your best
customers clearer, which means relationship building is easier.
Why?
Because studies have shown that people who choose to share their information are more
receptive to your ads.
You’ve got their buy-in upfront.
But receptivity is only one piece of the relevance puzzle.
We spoke to our resident privacy expert, Jaylen Baca, a global product lead at Google, to
learn more about using first-party data to provide relevant ads to your audience.
Over to you, Jaylen.
Jaylen Baca: Thanks, Nacia.
Hello, my name’s Jaylen Baca and I’m here to share two key strategies for thinking about
driving better performance with your first-party data.
So let’s jump into it.
The first strategy is reaching customers where they are in their journeys.
And the second is using automation to attract new customers.
So what do we mean by reaching customers where they are?
Basically, instead of running a campaign and hoping your customers will see it, now you
can build an ad and deliver it to people based on where they are in their shopping journey.
By serving ads in the right place at the right time, you’ll help improve engagement because
people will be receiving an ad that actually feels relevant and has clear benefits.
Various platforms have tools that can help you accomplish this.
For instance, on Google, you can use tools like Customer Match to help reach your prime
audience wherever they are on Google, from Search, Shopping, Gmail, YouTube, or other
display properties.
In addition to first-party data, automation can help marketers find new qualified customers
and improve how your ads are matched with the most relevant users at the most relevant
time in their journeys.
Google Audiences, for example, can factor in a range of signals in order to reach interested
users and optimize which ads to show them.
Signals could include demographics, interests, and their context in the journey.
If you think about it, it’s really an exciting time in digital marketing.
When we embrace first-party data and machine learning, marketers can better engage with
users and deliver ads that better align with people’s needs.
Thanks so much for listening.
Back to you, Nacia.
Nacia: Thanks for that insight, Jaylen.
Let’s recap, shall we?
First, rely on your first-party data to best engage with your audiences.
And second, lean into automation to help you deliver relevant ads based on your users’
interests, preferences, or context of their engagement journey.
Well, that’s it for this How to Think About video.
Stay tuned for more expert insight by subscribing to our channel.
Glad you can join us and we’ll see you next time.
Dig Deeper
Understanding the Power of First-Party Data and Machine Learning
Welcome to another episode of our How to Think About series. In this video, we will discuss the importance of first-party data and machine learning in driving better performance with targeted advertising.
First-party data refers to information that is collected directly from your customers, such as their purchase history, preferences, and demographic information. This data is extremely valuable as it allows you to understand your customers better and build stronger relationships with them.
One of the great advantages of first-party data is that it helps you identify your best customers. By analyzing this data, you can determine who your most loyal and valuable customers are, and tailor your marketing efforts accordingly.
A key strategy for utilizing first-party data effectively is reaching customers where they are in their journeys. Instead of running generic ad campaigns, you can now deliver personalized ads to individuals based on their specific needs and interests. By serving ads in the right place at the right time, you can significantly improve engagement and increase the chances of conversion.
Tools like Customer Match on Google allow you to reach your prime audience across various platforms, including Search, Shopping, Gmail, YouTube, and more. By leveraging first-party data, you can ensure that your ads are being shown to the right people, at the right time.
In addition to first-party data, automation and machine learning play a crucial role in optimizing your advertising efforts. Google Audiences, for example, uses a range of signals, such as demographics, interests, and journey context, to reach interested users and deliver the most relevant ads to them.
By embracing first-party data and machine learning, marketers can greatly enhance their ability to engage with users and deliver ads that align with their needs and preferences. The combination of personalized advertising and automation creates a powerful marketing strategy that can drive better performance and results.
To summarize, there are two key strategies for utilizing first-party data effectively: reaching customers where they are in their journeys and leveraging automation to attract new customers. By following these strategies, you can unlock the full potential of your first-party data and improve the overall effectiveness of your marketing campaigns.
Thank you for watching this How to Think About video. For more expert insights, be sure to subscribe to our channel. We look forward to sharing more valuable information with you soon.
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