When I had the opportunity to talk to Christophe Combette , a Director of Product Management at Google, I wanted to know what exciting areas of marketing were happening.Using proprietary data
His surprising answer? Regarding privacy and proprietary data .
Yes, yes, I know. Bringing these things up in marketing circles is like stirring up a hornet’s nest . Central updates. iOS changes. GDPR and CCPA. The unknown future of third-party cookies. It’s like a wild, marketing-driven cover of a Billy Joel song.
But Combette then explained how these changes will improve marketing for consumers AND marketers alike —if you start playing your cards wisely soon.
And you know what? I have some data-backed tips on how to do this.
Below, you’ll learn from Combette’s perspective how proprietary data can help you exceed your marketing goals while gaining your customers’ trust and protecting their privacy. But first, let’s ask ourselves what proprietary data actually is.
4 ways to use proprietary data in marketing Using proprietary data
When I described the transition to proprietary data as a challenge , Combette disagreed and corrected me.
“I wouldn’t necessarily call it a challenge, but rather a significant change in the industry,” he said, adding with a grin: “If you succeed, it’s a huge opportunity and a competitive advantage .”
In truth, this is more of a focus than a job function email database change in application. Proprietary data has always existed, and many marketing teams already use it to drive growth.
What is new is that more and more companies are switching to this .aa
“Some marketers have been very successful in developing marketing strategies based on non-proprietary data, and using proprietary data is indeed a transition for them ,” he adds. “But it’s an important one because you can derive much more insight from it .”
You probably already have what you need. All you need to gain insights is the right tools and a plan .
“It’s the data you’re already using to achieve the business results you want.”
Whether you’re changing your strategy or just starting out, here are some data-backed reasons that will convince you:
1. First-hand data is more accurate and relevant
According to HubSpot research, marketers who use are 93% more likely to say their team will exceed its 2024 goals compared to those who don’t .
77% of marketing professionals who use say it enables more personalized content and delivers better performance compared to external data .
Combette refers to a few use cases that illustrate this:
“Do you want to attract more new customers ? You actual combat case: defending against ddos attacks can only gain this information from Do you want to derive long-term value from it? Then you need to thoroughly analyze your proprietary data. A simple analysis of third-party data is not enough.”
2. Proprietary data fills obvious gaps
The fact is, most lack key information about their target audience . Only 42% know the necessary basic demographic data, and an even smaller number know more about their target audience’s shopping habits, purchasing behavior, and preferred channels for consuming content/media.
Can be used to gain text services valuable insights and provide customers with a highly personalized experience .
Because you receive the data directly from your customers, it is precise and tailored to your business without violating data protection.
However, in order for your customers to give you their personal data, they first have to trust you .