Everyone talks about scale. There are many areas where scale is important. Business, organization, ecosystem, growth, data, reach and more. In this article we explore the aspects of scale that relate to marketing execution and performance. Any marketing campaign that aims to attract new customers, or increase the lifetime value of existing ones, requires data and reach at scale to yield best outcomes.
The desired scale however, cannot come at any cost. Among other things, two elements should remain at the core: data quality and user trust.
1. Data quality. Reliability, timeliness and completeness.
Organizations focused on digital business should put data at the heart. Therefore, it’s imperative to ensure that the data upon which your business is built, and the data upon which key strategic decisions are made, is indeed, scalable. At the same time, 84% of CEOs worry about the quality of data within their organizations. These CEOs understand you can’t scale a business on bad data. The only way to be certain about the quality, legitimacy and traceability of data you use is to rely exclusively on your own first-party data. The problem? You simply don’t have enough of it, and it is limited to what you see within your own mobile assets and ecosystem. As a consequence, you are missing the vast majority of the mobile user journey. In fact, more than 95% of the time spent by a mobile user is typically outside of your own digital premises.
Immediate commercial impulse leads companies to acquire or use third-party sources to complement their own data. This is usually done with the best intentions, but unfortunately doesn’t yield the expected results. Third-party might bring quantity, but at the expense of quality. Today, 80% of marketers complain about the unreliability of third-party data. The brands and publishers we talk to are looking for a different approach. Their aim is to scale data while maintaining a high level of quality. For them quality means reliability, accuracy, timeliness and completeness of data. This is the only viable way.
Among the 7500 players in the mobile ecosystem, it is possible to find quality data at scale. However, what is much harder is to find legitimately usable quality data at scale.
2. User trust. Sustainable scale.
Facebook isn’t the only company that uses data to help brands engage with consumers. However, the reason they came under recent scrutiny is because they did so without explicit user consent. The data in question was probably legitimately collected but not legitimately used. To drive sustainable performance, marketers need to partner with companies who provide data transparency to users.
When it comes to data, transparency is brought about through explicit, informed and unambiguous user choice management; from opting-in, to exercising their right to be forgotten. Trust is currency. Users have to give their consent for two things: what part of their data is collected, and more importantly, how this data is used, and by whom. GDPR provides a solid framework for data transparency and user consent, so marketers seeking peace of mind at scale must simply stick to GDPR compliant partners.
According to a study by Label Insight, 94% of consumers are likely to be loyal to a brand that offers complete transparency, and 73% would pay more for a product that offers transparency. The more transparency brands command about the data they’re using, the more trust is gained from users, and the more confident marketers can be in quality and accuracy of execution. The result? A greater likelihood of driving performance at scale.
Great! But how is this legitimate, quality data built, at scale?
It starts with publishers. “Number of mobile assets (apps or websites)” directly relates to the “number of users” a brand can reach. Brands need publishers. But publishers only grow and stay in business if they generate revenue to fund their content. An important part of revenue can be generated by facilitating a connection that attracts users to brands they love. A revenue model is only sustainable if it’s done in a manner that respects user experience, sustains user trust, and proves valuable to users and brands alike.
So, more publishers equals more users. More users equal greater brand investment to attract these users. More investment, means more publishers, and so on, and so forth.
For this virtuous loop to work at scale, value has to be delivered to each of its constituents: publishers, users and brands. Technology companies’ role is to deliver that value. Without compromise on data quality and user trust. It is then imperative that technology companies are built from the ground up on compliant, transparent, first-party data and a large network of trusted partners.
Based on these foundations, you then acquire understanding and reach at scale
You can’t deliver value, to users, publishers, and brands, unless you understand user behavior well enough to ensure experience is respected, and marketing messages are relevant. So, data also needs to provide precious insights, beyond what a brand or publisher can see from their own first-party data alone. Finally, these insights need to be automatically activated to deliver the expected business results.
This is the premise upon which Ogury’s Mobile Journey Marketing solutions have been built. Ogury has been implementing transparency since day one and fuels its AI technology for brands and publishers with first-party, fully compliant data that maps the entire mobile user journey of 400m mobile users. Ogury integrates dozens of new publishers every day, and with every new publisher our volume of consented user profiles grows. This expands our reach and adds fuel to our technology which becomes even more effective. To find out more about Ogury’s MJM solutions, contact me directly at firstname.lastname@example.org
Jules Minvielle, Co-Founder and Chief Strategy Officer