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您正在阅读的是一篇关于在不断发展的数字环境中保护隐私的文章,因为保护隐私变得越来越重要。

Harun Mlivo 负责谷歌中东和北非地区的广告技术和合作伙伴关系,为合作伙伴和客户提供理想的广告解决方案,最大限度地提高他们的投资回报率。Chantal Azzi 负责谷歌的广告数据隐私,确保生态系统为隐私做好准备,并为广告商的未来营销战略做好准备。

43% 的人表示,如果首选品牌能提供良好的隐私体验,他们会将首选品牌转为次选品牌。1 有鉴于此,为消费者提供隐私安全的购物之旅再也不能是事后才考虑的问题了。

So what are the most effective ways for brands to collect first-party data, deliver relevant ad experiences, and analyse and measure results with minimum gaps — all in a privacy-safe way?

We spoke with three Google-certified media, data, and analytics partners based in the Middle East to get their advice on how brands can maintain effective performance with a customer-first approach that’s centred around information privacy.

利用人工智能的力量打造更强大、更安全的营销环境

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Quality artificial intelligence (AI) marketing solutions factor data protection into their technology already.

If you use them, you’re already one step further on your privacy-safe digital marketing journey. It also means you’re ahead of competitors who don’t have them in place.

If you have a rich pool of first-party data available, AI-powered Customer Data Platforms like Google Cloud’s are extremely useful. They can help you safely predict consumer behaviours — and therefore consideration and conversion.

自动数据传输有助于客户数据平台快速打破数据孤岛。这使营销团队能够根据算法快速提供消费者推荐,预测客户的终身价值,并设计解决方案,根据客户之前购买过的产品了解其购买的可能性。

These platforms can also make insights available across an organisation. This allows marketers to safely share data across various marketing platforms, like Google Ads and Google Marketing Platform.

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Considering the modern consumer’s complex multi-device and channel usage journey, this is especially helpful for advertisers who want a wide-angle customer view quickly.

Artefact,我们能够利用谷歌人工智能的自动化能力,帮助建立我们自己的营销测量解决方案,回答客户的具体问题。例如,我们能够测量线上和线下销售之间的相关性,以及一个品牌在预算增加的情况下可望获得的转化率增量。

无论您选择使用哪种人工智能营销解决方案,都不要只选择最便宜的方案,尤其是在考虑到信息隐私的情况下。即使只从一个符合您的目标的优质人工智能解决方案开始,并在此基础上进行扩展,也不失为一个好的开端。

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