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How Marketers Can Use Data to Make Advertising more Human-Centered


How Marketers Can Use Data to Make Advertising more Human-Centered

We’re living in times of change. Marketers are trying to maneuver around new data privacy regulations, while customer demands are shifting towards personalization.

A marketer’s role is no longer to be the loudest voice in the room. Now, it’s the marketers focused on making genuine connections and building brand loyalty who are changing the game.

How are they doing it? By using one asset your company already has by the bucketload.


Data is the beginning, end, and driving force of human-centered marketing campaigns. In a landscape where consumer trends evolve at warp speed and traditional marketing funnels are increasingly irrelevant, being able to access, analyze, and act on good-quality data is a must.

Why Does Human-Centric Marketing Matter?


Personalization at Scale

Personalizing ad content yields better results. Research from McKinsey showed that 71% of consumers expect personalized communication and 76% are frustrated when brands don’t deliver.

The top five concerns voiced by consumers were:

  1. Easier navigation in-store and online
  2. Relevant product or service recommendations
  3. Tailored messaging
  4. Targeted promotions
  5. Celebrate milestones

The message is the same whether you’re reviewing the list from a B2B or B2C perspective. By using marketing data in more intelligent ways, you can deliver more relevant creative. 


Data Privacy

As Google shifts away from third-party cookies, and data privacy initiatives like GDPR and CCPA make data management more transparent, some marketers are struggling to adapt.

Don’t fight the changes. Instead, work with customers, leads and prospects to understand what customers want.

Surveys are one way to collect usable data direct from the source. But you can use other first-party data sources to build a fuller and more accurate customer profile:

  • Preference center selections
  • Purchase history
  • Customer service interactions
  • Website or app behavior

However, first-party data alone isn’t enough. More on that in a moment.


Just Because!

Human-to-human advertising is something B2B marketers tend to struggle with. B2C marketing campaigns are further ahead, although even that world is evolving.

It’s important to remember the human on the other end of your ads. The need for authenticity in marketing campaigns comes back to this fundamental point.

How to Use Marketing Data Analytics to Deliver Human-Centric Marketing

And now to the million-dollar question. How can you use data to make advertising and marketing campaigns more relevant?

Data is nothing more than information. It’s what you do with that information – and the sources you’re collecting from – that turn data into digital marketing campaigns.


Combine Marketing Data

Customer journeys are non-linear, so your marketing data will always be fragmented until you bring it together in a campaign dashboard.

A good campaign dashboard will:

  • Combine cross-channel data sources
  • Standardize data from different platforms
  • Provide at-a-glance visual feedback (i.e. charts and graphs)
  • Update in real-time
  • Provide flexibility, filtering and data drill-downs

Our tip? Build your marketing dashboard around customers so you can leverage insights based on audience behavior.

Scrutinize Your Sources

Consumer insights can only be as good as the data you’re gathering. One way to improve marketing data quality is by focusing on first-party data and using third-party data to fill in the blanks.

More isn’t always better. Relying on third-party data as your primary information source is bound to result in assumptions, generalizations and inaccuracies, all of which lead to impersonal marketing.

Become a Curious Storyteller

Human-centered marketing balances logic and emotion. To plan a deliver personalized advertising, you first need to know your audience on a personal level. 

What do they like? What motivates them? How does your brand fit their lifestyle?

Observing audience behavior through those first-party data sources outlined above helps you build audience segments that are more nuanced and reflective of individual customers.

Test, Improve, Repeat

Time is a marketer’s second most precious commodity after data. You can’t spend hours scrutinizing every data point or delay the campaign launch until you have all the answers.

Remember that every interaction generates new data. You need to be reviewing results and optimizing delivery from the moment your campaign launches. Human-centric advertising is dynamic, responsive, and constantly evolving as more information flows into your campaign dashboard.

The all-in-one campaign management platform for human-centered marketing campaigns

Mediatool is the key to unlocking the secrets of data and delivering human-to-human marketing campaigns.

It’s built to give global brands and growing agencies room to scale. With a long list of features like third-party platform integrations, real-time performance tracking and powerfully simple reporting, busy teams can access the insights they need to make better business decisions.

Mediatool is the new way of managing marketing campaigns in a non-linear, data-driven, human-centric world.

Find out more about the platform or book a free tour to see how Mediatool brings it all together for you.

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