CONSUMER INSIGHTS | 6 JUNE 2019

How to use data effectively
when marketing

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Unpacking how to use data to target ideal customers

In this instalment of the 2019 Absa Insights Series, Google SA’s Head of Industry Manager; Linah Maigurira explains how and why data is the present and future of marketing.

Video highlights:

  • Every time a consumer goes online they create a digital footprint. This content is used to create a user profile.
  • Digital footprints enable a customer’s data to be tracked. Every brand has access to this data and can use it to psycho-graphically profile and target ideal customer profiles.
  • Brands need to move away from an analogue form of marketing towards data-driven marketing.

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