Audiences

Whitepaper: 1st Party Customer data for Advertising

With the tectonic shifts in privacy, regulation and technology Loop Horizon often finds itself in conversation with organisations which are looking to progressively navigate the changes happening across the digital advertising landscape. Loop Horizon co-founder Rob McLaughlin caught up with our Head of Marketing & Adoption Rachel Fox to review how we got here and where organisations need set their direction in order to maintain and advance addressability in digital advertising.

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    Consumer

    Data Layers

    At Loop Horizon, we talk about drawing a direct line between customer intelligence and customer experience – e.g. when the barman at my local asks: “The usual?”

    It sounds simple, but the way his brain captures and processes my beer preference is immensely complex (let alone retains it, and makes decisions / takes action based on it).

    Luckily for us it’s much simpler to capture and process customer intelligence from digital platforms. One of the best tools to do this consistently and accurately is a data layer.

    I talk about data layers more than your average person, so I thought I’d best get some ideas pinned down and shared. Here goes.

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