We are driven by a simple proposition:
Brands should own their own audience data so they can delight customers with better experiences.
Brands deserve to own their own audience data
Brands deserve a single view of the customer
Brands deserve real-time audience intelligence
Brands deserve a platform with no conflicts
Brands and publishers should connect directly
The old drowning-in-data problem has transformed into a ‘big data’ opportunity.
But all that data still lives in silos – in platforms and applications scattered around the organization, inside and outside the IT infrastructure, owned by various constituents. And this data – this audience data – isn’t used effectively by the enterprise to create better customer experiences or generate an improved bottom line. In many cases, brands have been unknowingly letting their own digital audience data leak outside of the enterprise, given away to partners who make their own businesses smarter, while the brands get little in return.
Meanwhile, media companies and publishers are directly providing brands with access to specific audiences.
Publishers have excelled at building and aggregating audiences for years, and are now providing brands with opportunities to target specific prepackaged audience segments. Rightly so, this is music to marketers’ ears – the ability to purchase an impression of a highly-targeted person, for both branding and direct response objectives can be very powerful and efficient. Publishers are increasingly validating that their audiences are the people they say they are, and marketers are responding favorably.
In between brands and publishers, lives a confusing world.
A world of data sources, media exchanges, arbitragers, audience targeting networks, and other kinds of middlemen. While many support important parts of the media supply chain, most don’t create or own media inventory, don’t own the content getting consumed, and thus don’t really own audiences. But they have been learning from publisher data, then packaging and selling access to audiences – requiring brands to foot the bill.
It is time for a different model, because audience-owners deserve more.
Brands have to connect with consumers across earned and owned media, not just through the attention they buy. Marketers invest millions in owned platforms: websites, apps, call centers, sales forces, and retail or point-of-sale environments. They spend millions more earning access to audiences through email, social spaces, natural search, and PR. Audience intelligence should inform these touchpoints as effectively as it does bought media.
It’s time for a fundamental change in the digital supply chain.
It’s time both brands and publishers have more control over their audience data. It’s time publishers have the technology they need to offer secure and direct access to their audiences. It’s time brands have the unified audience intelligence they need to create integrated marketing programs across all their touchpoints. It’s time to own your own.
To learn more about how Core Audience’s technology can help your business, call us at 877.733.2745 or contact us.