Second, you need attribution modeling to see how media works together, and which channels have the most impact. With a means of attributing success to specific marketing touchpoints, your marketing will be more effective. Plus, you’ll be able to see which audiences are most valuable, and which creative works best with them.

Consider how Hertz has put this into action. They use insights from measurement to inform their corporate business strategies, from pricing to media mix. The brand uses data-driven attribution plus Google Analytics 360 to see the full customer journey so they can understand the value of certain customer segments. They then rely on automation and audience targeting to achieve revenue goals from those customers. Applying this approach has helped Hertz increase reservations by 10%.

Step 3: Create dynamic customer experiences

Finally, look to connect insights to your platforms so you can create and deliver dynamic consumer experiences. Using customer insights, you can build rich audience segments. Working with new technologies like machine learning provides the opportunity to create personalized experiences for these segments.

This media strategy allows you to use intelligence at every step of the customer journey. With this kind of advanced process, you can reach customers across new placements and media touchpoints.

Stay a step ahead of the competition

Unfortunately, what happened to me when I was buying the game for my son happens to people all the time. That’s because so many brands still have their data siloed. They’re not able to gain rich customer insights, measure across the journey or create engaging experiences. Not only are they losing customers, they’re also wasting marketing dollars and falling short of business goals.

But it doesn’t have to be like this. Taking steps toward data unification will help you apply customer insights across your business. Having a unified view of your customer will allow you to reach them with useful experiences, and ultimately be the champion for true long-term business growth.