Hi there,
Here鈥檚 a secret for all of you digital marketers, whether you鈥檙e just starting out or a seasoned pro, it鈥檚 time to get really smart about data enrichment.
Most campaigns start with platform audiences鈥擥oogle, Meta, and others鈥攁nd that鈥檚 fine. They鈥檙e free, they give you a head start, and they perform okay. But when you need sharper targeting, stronger personalization, and better performance, you need data enrichment.
Think beyond assumptions. Who鈥檚 really engaging with your brand? Where else can you find them? Most audience data is surface-level, leaving gaps in understanding consumer behaviors, interests, and intent. That鈥檚 where third-party data enrichment comes in, layering in:
馃搶 Demographics & psychographics to refine targeting
馃搶 Behavioral & purchase intent signals to uncover new opportunities
馃搶 Cross-platform identity to reach the right consumers wherever they are
The best media buyers know that not all data is created equal. Ask yourself these questions:
馃敼 Does it provide depth beyond the obvious?
馃敼 Is it relevant to your market and activation channels?
馃敼 Can it be seamlessly connected across platforms for better reach?
With the Spherical platform, you get access to Lotame Data Exchange鈥檚 5,000 global audience segments in addition to branded providers to build custom segments across web, mobile, and TV.
A good strategy with weak data might work. But a strong strategy powered by enriched data wins鈥攅very time.
Find more data enrichment tips in my latest article. And if you're ready to start making data enrichment work for your next campaign, let鈥檚 talk!
