The data strategy behind brand trust
Today, transparency is a key factor in how consumers interact with and trust brands. or perhaps define brands as they have long flipped the trust paradigm to flow between peers, friends, colleagues and fellow users. Today, brand trust can evaporate faster than you can say "shitstorm" if the digital advertising strategy is not based on data privacy. In partnership with i.e. Kantar, we help marketers build, activate and measure a brand strategy based on privacy-safe consumer data.
Data strategy comes first
Transparent sourcing of advertising & marketing data to reach consumers is paramount in building trust in brands. To us, it begins and ends with choosing data providers who guarantee privacy-first data models and is able to build evidence-based audiences without collecting private user data through cookies or IDs.
That is exactly why we built the ID-free targeting tool: idfree.com.
But how can you influence consumer perceptions and measure the impact without tracking their online activities? As the world’s leading data and evidence-based agency, Kantar has compiled decades of research and data from its databases into a comprehensive guide to brand equity and growth - free to download.
"Measurement is not (or rather shouldn’t be) a vanity project; it’s a meaningful input into the decision-making process...Measuring and tracking progress is only worthwhile if consistency lies underneath. Building or tweaking one’s strategy comes first; the hunt for the world’s best brand tracker comes later."
As Kantar has proved abundantly for decades, "not everything that matters can be measured and not everything that can be measured matters". But brand equity and data-driven insights matter!
Global Data Resources and Kantar have been in partnerships for years, and our collaborations are highly sought after by brands with a deep-seated data strategy.
Together with Kantar/Kantar TGI, we offer both predefined and custom-built audiences to advertisers and agencies who build trust with consumers by not collecting or storing their private data or browser history.
Could you benefit from a demo of and/or a talk about idfree.com as the research & activation tool in your/your clients' privacy-safe targeting process?
IDFree audiences are currently available in Austria, Australia, Belgium, Canada, Switzerland, Germany, Spain, France, Italy, Japan, the Netherlands, Poland, Portugal, the United Kingdom and
the United States for digital campaign activation on display and outdoor, mobile, video and social channels including Facebook, Instagram, Twitter, Pinterest and Snapchat.