For many brands, their media targeting, digital analytics, optimisation and personalisation are in the balance. As Apple, Google and other web browsers work to improve consumer privacy and security, accepted practices must change.
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.