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Audience First: Making audience data central to your digital strategy

Centering campaign messaging and creatives around the relevant audiences seems obvious, but many marketers still plan their campaigns around the media platforms on which they’ll be executed.

A data-centric digital strategy can sound overwhelming, but the value in understanding consumers’ cross-platform, non-linear journey is undeniable. This research will examine what a successful ‘audience first’ approach looks like.
                 
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1. Are you involved in digital advertising at a brand, agency, ad tech vendor or platform? *This question is required.
2. Would you agree your organization takes a ‘data-driven’ approach to digital marketing activity? *This question is required.
3. What percentage of your marketing or media budget is allocated to digital marketing activity?
  *This question is required.
4. How do you use audience data within your current digital marketing strategy? *This question is required.(tick all that apply)
5. How do you form your target audience or audience personas? *This question is required.
Space Cell TrueFalse
Qualitative attributes we believe to be true about them.
Surveys and market research data.
Customer data we collected.
Our collected data and 3rd party demographic and lifestyle data.
Our collected data, 3rd party data, and behavioral data outside our products/services.
6. How do you execute media buys? *This question is required.
7. How do you approach campaign creative messaging? *This question is required.
Space Cell TrueFalse
We identify one creative concept, platform specific but regardless of audience.
We identify one creative concept, audience specific but regardless of platform.
We identify multiple creative concepts, for specific platforms but regardless of audience.
We identify multiple creative concepts, for specific audiences but regardless of platforms.
We identify an audience, apply creative concepts but regardless of platform.
8. What metrics are most important to your campaign objectives? *This question is required.You may select up to 3 options.
9. What is the current mix of data used in your marketing strategy?
Please rate how frequently you use each data type in your digital advertising strategy: *This question is required.
Space Cell We only use thisWe primarily use this and combine with other data typesWe combine this in equal parts with other data typesWe rarely use this
First party data
Second party data
Third party data
10. Would you agree that your organization clearly anticipates what your audience needs when they interact with you at every touch point, and that you provide relevant experiences along each of those touch-points? *This question is required.
11. What is the biggest barrier to creating a more data-driven approach to digital marketing strategy? *This question is required.
12. What is the most important thing to make an ‘audience-first’ approach best practice in agencies? *This question is required.
A bit about you...

Please can you supply us with some details about yourself? These will not be used externally.
13. What is your industry sector? *This question is required.
14. What is the size of your company (number of employees)? *This question is required.
15. What is your seniority? *This question is required.
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