Data platform Dynata has expanded its Connected Data offering via new data partnerships and capabilities.
“Our clients rely on connected data sources – their own data, our data and other data – to understand their customers better,” said Gary S. Laben, CEO of Dynata. “This, in turn, allows for more customised messaging and media targeting that ensure better activation and optimisation of campaigns, delivering the real-time feedback essential to effective marketing and advertising.”
The End of Cookies
The company said the need for new approaches to building improved understanding of target audiences was vital as third party cookies are eliminated. Maintaining effective marketing and advertising approaches for researchers, advertisers and publishers will require mastery of data across all sources.
“Today, in a cookieless world that is challenging ad targeting and measurement, first-party data is even more important to identify and meet the needs of modern consumers in a personalised and relevant way,” said Laben. “Dynata enables clients to use survey data they couldn’t use for segmentation and advertising, modeling and scaling, driving better and faster decision-making and a seamless customer experience.”
Connected Data connects Dynata’s database of first-party data with second- and third-party sources to provide a more holistic view of target audiences, while remaining protected and compliant thanks to explicit opt-in.
Dynata’s Connected Data offering’s features include:
- Enriching data for CRM data-matching
- Advertising technology integrations with LiveRamp, Neustar and InfoSum for more data-driven marketing strategies
- Identifying the best mix of media based on brand metrics, with real-time campaign performance insights
Last year, the company acquired CrowdLab, a smart mobile research platform that allows users to provide quick feedback – a move Dynata framed as expanding its qualitative research capabilities.
“CrowdLab’s unique ethnographic technology, powered by our more than 62M consumers and business professionals, will enable us to deliver qualitative research capabilities at the scale and speed our clients need,” said Tiama Hanson-Drury, Executive Vice President of Product Development for Dynata. “Bringing that capability into our Dynata Insights Platform furthers our mission to create a single, all-in-one solution to turn insights into action at every step of the marketing continuum. Adding that capacity for qualitative research enhance our client’s ability to understand the new normal of consumer experience, then use it to engage with customers, driving new growth opportunities.”
