3 Reasons Treasure Data’s CDP goes great with Eyeota for Audience Data

Successful digital advertising is about getting the right message in front of the right audience for your product or service. Having the right audience data platform solves this problem. Right?

Well, it’s almost right. Millions of completely irrelevant ads get shown to people each day. Eyeota, a global leader in audience data, helps solve this problem by linking anonymous tags generated by websites, called cookies, to deep information about users’ browsing history and demographics.

Eyeota collects a lot of data. An infographic from their site tells the story:

Should you use an audience data solution like Eyeota for your online advertising? Almost certainly, if you need deep insights into your customer behavior to drive big advertising results. But then why would you ALSO need a CDP like Treasure Data?

1. There’s no data like data you own.

The best use case for third-party audience data is not to replace data you collect about your own customers; it’s to enhance it. At the end of the day, the businesses that can stand against the data giants will be those businesses who own their data and know how to use it for competitive advantage.

This makes Treasure Data and Eyeota a knockout combination. Treasure Data ingests all of the data you collect—from your website, mobile app, CRM, marketing automation platform, et cetera—and unifies it. Then Eyeota enriches it with demographic data from their 3.5 billion profiles.

The ROI from this combination is mutually multiplicative. Consider the case of a large manufacturer that can deliver ads to precise segments based on demographic data from Eyeota.

When they combine this data together with first-party CDP data from Treasure Data, they can tell not only that their ads are being shown to the right users. They can tell where those customers are in the decision cycle.

Imagine being able to know whether a customer just started thinking about buying a widget, or if that customer is 90 days into their widget-buying decision. Those are two different buyer profiles that will respond to two different kinds of messages: “Hey, come learn about this great widget!” vs. “This week only!! 15% off the price of widgets from your local widget distributor!”

That’s the power of third-party data in combination with a CDP.

2. The ever-expanding marketing stack

If you are like most data-driven organizations, you’re not collecting data from just one or two or three data sources. According to a recent survey by VC firm North Bridge, 71% of SaaS users use more than one provider.[1]

Different departments use different data applications for different purposes. As a digital marketer, this means one thing: It’s hard to get the data you need, when you need it.

Adding more audience data to your stack will help your advertising segmentation tremendously, but it will not help your data silo problem.

It will solve a different problem, however, and that is to enrich the data you have already unified using a CDP. Treasure Data was built from the ground up to provide durable plug-and-play unification for all your data sources.

3. Responsiveness is everything

Having plug-and-play data unification multiplies the ROI of all your business applications and enables a level of live, responsive, personalized, one-to-one marketing that just is not possible without a CDP.

One of Treasure Data’s clients, a leading retail brand, shows a fascinating example of the power of the CDP/third party data combination in action. They had a very successful customer loyalty program, but they wanted to give their loyal customers truly ‘white glove’ service.

By using Treasure Data to enrich their first party data with third party data, and provide an end-to-end connection with their entire marketing ecosystem, they took their loyalty program to an entirely different level. With Treasure Data, they could see the ‘digital footprints’ of their users’ behavior well enough to customize messaging based on real-time user sentiment.

The ROI of the combination was dramatic: They increased the CLTV of their loyalty program members by twenty percent.

How it works

Connecting your customer data to Eyeota with Treasure Data couldn’t be simpler. In the Treasure Data console, just click on the Eyeota tile in the sources catalog:

Enter your access key ID and secret:

And run a query. In seconds, you’ll be able to see your data in Treasure Data and start driving business value with it.

The ability to enrich the first-party customer data you collect with Eyeota’s enormous catalog of demographic records and target custom audiences is another step forward in our continually expanding effort to multiply the value of your marketing data. We’re excited about it and hope you are too. If you’d like to find out more, please let us know!

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