Offline Customer Data Delivers Increased Online Performance

Social channels bring the greatest reach and user quality and offline customer data delivers increased online performance, according to Neustar’s 2013 Year in Review Global Media Intelligence Report.

Brands, agencies, and marketers are constantly looking for ways to create a more unique and engaging customer experience. This report delivers key insights into what online channels are most effective for marketers to leverage to engage with high-performing audiences and efficiently increase reach to ultimately drive sales.

Neustar’s report identifies trends and insights for Fortune 500 CMOs to extend reach, increase sales, and drive efficiency across media budgets.

Here are the key takeaways from the report:

Offline first-party customer data performs 32 times to 64 times better than the advertiser average across clients in the education, retail, and telecommunications verticals

Exchanges show the greatest cost advantage in CPM, CPA and CPC, indexing below the industry average throughout all of 2013

Social continues to deliver reach efficiency, performing 197% better than the next-best channel (networks)

Social reaches high-quality users, performing 52% better than the indexed average

Social and exchange online campaigns influence more online conversions while portal campaigns influence more offline conversions

Targeting top performing audiences leads to an increase in user conversion rates of 220% in CPG, 500% in retail, 560% in education, 920% in automotive and 1,400% in telecommunications

“Gone are the days of marketing to many and hoping that you hit the right audience,” David Jakubowski, SVP of Neustar Marketing Services, said in a press release. “Marketers must arm themselves with the technologies that connect customer intelligence with online media intelligence, allowing them to close the loop across channels to get one true view of the customer.”

The report analyzed more than 61 billion ad impressions in the fourth quarter to identify insights into customer engagement and reach, such as why marketers should advertise on one digital channel over another. With this data, top brands gain an understanding of the value of leveraging offline data to improve online campaign performance, reaching quality users on a consistent basis with a specific message, and targeting high-performing audiences based on key attributes.

Recent Content

Membership and Pricing

Videos and podcasts

Membership and Pricing