CANOGA PARK, California., October 5, 2021 / PRNewswire-PRWeb / – Marketing has seen big changes in the past few years. Although COVID-19 was a major cause, the rapid rise of social media and digital marketing has largely replaced “traditional” marketing efforts. With the advent of digitization, data has taken on a completely new meaning. While marketers have provided a wealth of data, understanding it all can be a daunting task in the ongoing battle for survival in digital marketing. “Nobody is lacking in data anymore – the problem now is to analyze this data in order to interpret the behavior of the target persons and to measure the success of the campaign,” explains Heaven Cassidy, CEO of MountainTop Data. “There are a multitude of tools and services out there – and that alone can be daunting.”
Companies are keen to track and evaluate the behavioral reactions of their customers and prospects to their campaign. They often use scoring models and algorithms, with each process varying by field and data source. These tools include intent data, which is defined as the aggregate set of signals (i.e., behaviors or actions) that a user leaves and the strength of those signals that indicate a user’s interest (or lack thereof) in a product or service. (1) Several types of intent data have been developed to track certain types of behavior, including frictional loss assessment.
The friction rating shows how likely it is that a person will react badly when someone turns to them. The data generated help identify people who normally do not react or react negatively. Cassidy explains, “We used friction assessments to remove potential complainants in advance. Targeting ensures that your message is sent to the right people.
Another new type of data scoring is the “human score”. With the “Human Score” marketers can determine whether the target persons are real people or digital assistants or fake online personas. Marketers looking for companies that offer data services are faced with a complicated landscape, but ultimately they just want to get their message across to the people who might buy, not those who don’t, or worse, who will react negatively. Fake and abandoned profiles are no small problem – according to a recent study, 26% of people have created a fake social media profile anywhere on numerous platforms, complete with false personal or professional information. (2) Then there are companies that create armies of fake profiles for a number of nefarious purposes. Some data companies either knowingly sell this fake information or don’t know the difference, which further exacerbates the problem for marketers. Fortunately, the industry is developing scoring and other techniques to identify these information problems.
Not every marketing technique suits every company. The data is important, but the ability to analyze the results is no less important. “Companies work with data companies to get their message across not just where the audience is, but where it’s likely to be receptive,” says Cassidy. Information is like information – in other words, information has to be judged by its quality. If companies want to survive in the hugely competitive and overcrowded digital world, they not only have to have good data, but also the right data. Digital marketers who use data companies that can use friction coefficients and other metrics to determine, analyze, and infer what people will do, benefit the most.
Cassidy advises, “While data companies can provide a wide variety of information, there is no guarantee that all of that information is accurate or even genuine. Marketers need to know what type of information best suits their needs, but they also need to do their homework. to companies that can deliver data, deliver results, and not just look good on the surface. That means you look at many companies before deciding which one suits your needs, and likely use more than one source. “
About MountainTop data:
MountainTop Data based in Los Angeles, California, has been providing data services for B2B marketing for almost two decades. With an unrelenting commitment to quality, they were the first to guarantee the accuracy of their licensed data and business emails. They provide marketing lists, data cleansing, data attachments, and data maintenance services. Their data services are used by some of the world’s largest brands in a variety of different industries, from multinational telecommunications companies to office technology to public relations firms and more. More information is available at http://www.mountaintopdata.com.
1. Garza, Peter. “B2B Intent Data Explained: How to Use It to Generate Quality Sales and Marketing Leads.” DealSignal, retrieved September 20, 2021, dealsignal.com/b2b-intent-data-explained-using-it-to-generate-quality-leads/.
2. Mohammed, Zia. “26 percent of social media users created a fake profile somewhere.” Digital information world, November 24, 2019, digitalinformationworld.com/2019/11/26-percent-of-social-media-users-have-created-a-fake-profile-somewhere.html.
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Karla Jo Helms, JOTO PR Disruptors (TM), 727-777-4621, khelms@jotopr.com
SOURCE MountainTop data