The state of marketing data & analytics
- Part 1 The state of marketing data & analytics
- Part 2Where customer engagement & UX intersect
Show Notes
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01:58The state of marketing and personalizationThe marketing landscape is shifting towards a cookieless future with AI playing a bigger role. Marketers must focus on leveraging behavioral data and intent to understand customers, enabling precise segmentation and personalized engagement throughout the funnel.
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03:18Balancing art and science in marketing personalizationTypeform collects first and zero-party data through forms to build customer relationships. Based on customer behavior on and off the website, marketers can introduce personalization like dynamic ads, based on evolving preferences and signals gathered through interactions.
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05:08Maximizing data collection through engaging contentCreate content that will provide value to consumers in exchange for their information. Interactive forms, like those offered by Typeform, facilitate this exchange, building a relationship with the customer and enabling personalized experiences.
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07:19Assessing marketing effectiveness with data analyticsThis involves closely monitoring site traffic, trends, and platform signups. By analyzing these touchpoints and surrounding data campaigns, businesses can gauge their performance and make informed decisions to drive success.
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08:27Leveraging AI for marketing efficiencyAI has played a transformative role in Typeform's marketing, enhancing efficiency and creativity. By leveraging AI tools like writer.ai and Scale Stack AI, they optimize personalization, creative assets, messaging, and lead prioritization, resulting in improved business outcomes.
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10:57Adapting marketing strategies in the postFocus on understanding customer buying behaviors and intent to personalize marketing efforts with AI. AI will play a crucial role in automating processes, informing decisions, and ensuring efficiency through personalized campaigns and optimized ad placements.
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12:58Connecting data points in an organization using TypeformTypeform streamlines the customer journey by integrating data collection, data enrichment, audience segmentation, and campaign execution across various platforms. Marketers can leverage analytics tools to measure campaign performance and optimize future efforts.
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15:34AI tools for research and discovery within TypeformTools like Scale Stack AI can be leveraged for research and discovery purposes. Additionally, Typeform offers AI features to streamline and automate form building.
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16:34Marketing challenges and opportunities in a cookieless futureThe deprecation of cookies coupled with the rise of AI presents significant challenges for marketers. Marketers must be clever in how they collect information and provide experiences in return, while also leveraging technology to understand intent and behavioral analysis.
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18:49Strategies for marketers to navigate third party cookie deprecationMarketers can prepare for a cookieless future with permitted targeting options and PII-backed identity coalitions. Marketers will also need to invest in an integrated audience platform for data collection, segmentation, and campaign execution to streamline marketing efforts.
Quotes
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"As we look at 2024 and onwards, we need to be more clever in the type of content that we create. What pieces of content give something in return to the individual? What would make them want to fill out a form?" - Patricia Rollins
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"AI's making marketers more efficient, creative, and ahead of the times. To me, it's never going to replace the marketer, it's only going to make us more efficient and more creative." - Patricia Rollins
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"If cookies are going away and privacy settings are getting stricter, when we have to opt people in, we need to be clever in how we collect the information and treat everyone as people, giving them something in return." - Patricia Rollins
- Part 1 The state of marketing data & analytics
- Part 2Where customer engagement & UX intersect
Up Next:
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Part 1The state of marketing data & analytics
Patricia Rollins, Head of Marketing at Typeform, delves into marketing data and customer experience. The deprecation of third-party cookies and the rise of AI are prompting a shift in marketing strategies. Ultimately, this presents an exciting opportunity for marketers to get clever about creating engaging content that offers value to consumers in exchange for better personalization and targeting. Today, Patricia discusses the state of marketing data and analytics.
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Part 2Where customer engagement & UX intersect
Patricia Rollins, Head of Marketing at Typeform, delves into marketing data and customer experience. Traditionally, marketers have relied on static audience personas and targeted advertising, but this approach doesn't take into account the nuances of individual customers. Consumers today expect a more personalized experience, and with our access to data diminishing, marketers will need to focus on user behavior to fuel personalization. Today, Patricia discusses where customer engagement and user experience intersect.
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