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As the marketing measurement landscape changes, the needs of marketers also change. Whether due to regulatory changes such as those to Europe’s General Data Protection Regulation (GDPR), user privacy concerns around how their data are being used or the varying privacy guidelines implemented across Asia-Pacific (APAC) markets, the ability to accurately measure customer conversions has evolved.
To drive long-term, sustainable growth, marketers must think about measuring items that are relevant to their businesses, which includes tying marketing results to business goals, embracing a culture of experimentation and navigating gaps in data as they emerge.
To help brands best prepare to measure the effectiveness of their digital efforts in 2021 and beyond, we asked marketers from across APAC regions to share their best practices and tips on how to succeed in a privacy-centric measurement world.
1. Collect data in a privacy-first way
In an evolving privacy-first landscape, marketers must rely on tools that provide for safe and compliant data collection and preservation methods, such as first-party data. Creating a strong infrastructure can help them achieve a better understanding of the performance of their online and offline campaigns. One way to do that is through Google’s Ads Data Hub, which gives advertisers access to detailed, aggregated data about their media campaigns across devices in a secure, privacy-centric environment.
“We built a privacy-first infrastructure based on Ads Data Hub, which allows us to interconnect our first-party business intelligence data with Google ad campaign data. This gives us insight into the user conversion life cycle, which helps us better understand the effectiveness of different ad formats so we can make more informed media buy decisions.”
“With Ads Data Hub, we are able to measure the holistic performance of our campaigns and dive deeper into consumer behavior to understand the impact on our brand metrics. This enables better decision-making in our marketing teams.”
