Why CRM, DSP, & Automation is only 75-80% effective — Quimby Melton // Confection
- Part 1Avoiding the 3rd party cookie graveyard — Quimby Melton // Confection
- Part 2 Why CRM, DSP, & Automation is only 75-80% effective — Quimby Melton // Confection
Show Notes
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02:34Why CRMS and DSPs are only 75User data is often not captured or inaccurate as a result of third-party data restrictions.
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04:16Why these systems are inaccurateCertain browsers will block scripts that pass data off to third parties. Important scripts being blocked will cause inaccuracies throughout the ecosystem.
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06:12Why automaton isnt always effectiveAutomating tasks based on incomplete or inaccurate customer data reduces the effectiveness when conveying a marketing message.
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07:21How to effectively market to the missing 25%Use accurate first-party and aggregate data to make better decisions about how to segment customers.
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09:22Problems for B2Bs and B2CsFor B2Cs, the accuracy of first-party data is crucial to effective segmentation efforts. For B2Bs the trend analysis becomes an issue when figuring out high-performing channels to invest in.
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11:12Aggregate marketing versus targeted marketingIts up to businesses to create strategies unique to their objectives. Niche companies will have to adopt a bottom of the funnel up type of approach.
Quotes
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"When Safari and Firefox phased out support for third-party cookies in 2017, that immediately impacted 20 to 25% of web users." -Quimby Melton, CEO & Co-Founder, Confection
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"If you look at a system where your scripts are being blocked by 20-25% of people browsing the web using Safari and Firefox, that information cant flow into your CRM." -Quimby Melton, CEO & Co-Founder, Confection
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"I think it's important to scale up and think about how fragile the front end data collection and distribution models are." -Quimby Melton, CEO & Co-Founder, Confection
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"If you have less contextually driven information coming in, and you use it to organize an audience segment, the output is going to be less reliable than if the inputs were better." -Quimby Melton, CEO & Co-Founder, Confection
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"The thing that really concerns me from a B2B perspective is making sure I have actionable, accurate aggregate data that tells me stories about trends." -Quimby Melton, CEO & Co-Founder, Confection
- Part 1Avoiding the 3rd party cookie graveyard — Quimby Melton // Confection
- Part 2 Why CRM, DSP, & Automation is only 75-80% effective — Quimby Melton // Confection
Up Next:
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Part 1Avoiding the 3rd party cookie graveyard — Quimby Melton // Confection
Quimby Melton, CEO and Co-Founder of Confection, talks about ways to use data in an ever changing landscape. Personalization is the backbone of digital marketing. For the longest time, marketers have used third-party cookies to improve user experience and better target their audience. With third-party cookies on the way out, Quimby discusses how to avoid the third-party graveyard.
Play Podcast -
Part 2Why CRM, DSP, & Automation is only 75-80% effective — Quimby Melton // Confection
Confection’s CEO and Co-Founder, Quimby Melton looks into the effectiveness of CRM, DSPs, and automation. Companies will need to heavily rely on first-party data going forward. And this means the quality and accuracy of that data is just as important as the data itself. Quimby takes a closer look at why CRM, DSPs, and automation are only 75-80% effective.
