The right consumer intelligence data: making personalization trustworthy again

Measure Protocol
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We’ve become used to highly personalized interactions in everything we do. In fact, when our interactions aren’t tailored and customized, it can be frustrating. And as technology rises to meet demands for these kinds of unique experiences, our expectations as consumers rise in kind. How can brands create personalization strategies that resonate with their customers’ individual needs and preferences? 

The right kind of consumer intelligence is a good place to start. From customized product recommendations to personalized marketing campaigns, to staying a step ahead of competitors, harnessing consumer intelligence enables businesses to unlock new levels of customer satisfaction, loyalty, and ultimately, success in an increasingly personalized world. This data can shed light on the intricacies of consumer behavior, preferences, and desires.

But accessing the right kind of consumer intelligence information can be tricky. An increasingly stringent privacy landscape, including moves by big tech players to deliver on data privacy demands - such as Google’s phasing out of the cookie - means that valuable consumer behavioral data is often unattainable. In addition, consumer concerns surrounding data sharing are increasing. Data sharing ecosystems that respect consumer privacy and are founded on transparency and trust, can help encourage individuals to willingly share their valuable data.

Of the utmost value to brands looking to tailor experiences and deeply understand customers is data from individuals’ ever-present mobile devices. Data surrounding what people are doing on their phones and apps can be extremely critical - and extremely hard to get. Yet, to deliver true personalization and gain a competitive advantage, brands need granular visibility into mobile behavior, including accurate, reliable insights that cover usage and engagement across social media platforms, streaming services, shopping apps, and more. 

For example, Measure’s solution gathers in-app data that allows brands to harness the power of behavioral segmentation and targeting to gain in-depth insights into any of their chosen audiences. The data from our proprietary technology is based on true user actions, making it a reliable source for audience research and other key initiatives, such as persona development. We believe that the best data shouldn’t rely on consumer recall, or on unreliable sources such as VPN or browser extensions that may skew the findings. Measure goes far beyond surface-level characteristics and taps into the behavioral nuances of consumers, so brands can understand exactly what their target audience members are doing, purchasing, watching and searching for on their mobile devices. 

This level of consumer intelligence data can also deliver on the promise of predictive personalization. Analyzing historical and competitive data can help brands identify emerging trends and shifts in consumer preferences. By recognizing these patterns, brands can stay ahead of the curve and proactively adjust their strategies. Predictive personalization allows for the anticipation of consumer needs and desires, enabling brands to deliver relevant experiences that resonate.

In a fiercely competitive market, consumer intelligence is paramount for brands aiming to establish stronger connections with their customers, tailor offerings and create personalized experiences. By leveraging accurate and reliable data, conducting competitor analysis, and staying ahead of evolving trends, brands can forge stronger connections with their target audiences and secure customer loyalty.