CONSUMER INSIGHTS | 6 JUNE 2019 How to use data effectively when marketing Absa | Corporate and Investment Banking > Insights and Events > How to use data effectively when marketing SHARE 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. https://cib.absa.africa/wp-content/uploads/2020/07/file_example_MP3_700KB.mp3 Related Articles CONSUMER INSIGHTS Drivers of Consumer Trend From buying local to buying online, changing our behaviour has the ability to change CONSUMER INSIGHTS Black Friday taking consumers from bricks to bytes Isana Cordier provides consumer behavior data and insights on Black Friday and Cyber Monday for the unique year of 2020 CONSUMER INSIGHTS Consumer goods sector: How the next 5 years may play out Covid-19 has changed the consumer goods sector. Some changes will reverse, but others are permanent and may even accelerate. CONSUMER INSIGHTS Covid-19 is shoving retail – and consumers – into the future Along with the pandemic, the future of the consumer goods sector has arrived with bang.