Stop Squandering Your Retargeting Efforts

First-party data has never been more important to marketers, and there’s a rush to leverage technology to make it actionable. This data includes online signals from tags on a website or app SDK, as well as data from CRM systems or offline marketing lists activated through use of a DMP. But too many marketers are using this data for retargeting in naïve manual ways, missing out on most of its potential. Marketers rely a lot on retargeting — it drives great performance even when used in a simplistic way. However, in my opinion a lot of retargeting spend is wasted on prospects without substantive interest or who show behavior that suggests purchase intent where none actually exists (e.g., visited the site in error or stayed for a short length of…

Link to Full Article: Stop Squandering Your Retargeting Efforts

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