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Effective URL: https://www.stirista.com/blog/alternative-data-types/
Submission: On May 26 via manual from US — Scanned from DE
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blog / General
HERE ARE THREE TYPES OF ALTERNATIVE DATA THAT CAN ELEVATE DIGITAL MARKETING
CAMPAIGNS
Stirista
April 23, 2024
Jump to...
Alternative data isn’t just for investment firms anymore. As cookies disappear,
advertisers will put even more effort into using different data sources–like web
scraping and sentiment analysis.
If you’ve got your finger on the pulse of the digital marketing industry, you’re
likely wondering what all the advertising professionals are going to do once
third-party cookies finally depreciate. You may also be aware that most of these
professionals are scrambling to find alternative solutions.
Speaking of alternative solutions, you may also be aware of alternative data–the
flipside of traditional data sources like quarterly reports–that give investors
a leg up on the competition, as well as deeper insight into corporate
performance. This can include anything from satellite imagery and IoT data to
credit and debit card transactions.
These tools not only provide more granular data to investors–they can also be
used in the realm of digital marketing. Things like social listening mediated
through machine learning can help a company–just like an investment firm–level
up their marketing and engage with their customers’ needs and wants.
ALTERNATIVE DATA: FROM HEDGE FUNDS TO DIGITAL MARKETERS
While alternative data emerged as a way for hedge funds to outgrow their
competitors by using creative and nontraditional ways of gathering data, now
it’s par for the course for stock trading–used by hedge funds and other types of
investment firms alike. In fact, more investment firms are using alternative
data than not.
Some types of alternative data have been used for years in digital
marketing–take social listening and sentiment analysis, for example. Brands will
often check in on what consumers are saying across social media apps and in
product reviews, in order to improve both their offerings and engage in the
conversation their customers are having. And that’s only the first of many
alternative data tactics companies use to improve their marketing outreach and
campaigns.
Below, we’ll examine three types of alternative data that can be used for
digital advertising.
SOCIAL LISTENING
Long used by investment firms as well as digital marketers, social listening–and
additionally the crossover tool sentiment analysis–allow a brand to listen in on
the conversations consumers and prospects are having on social media and across
the web. Using language learning models and AI, brands can perform social
listening on a large scale and engage with what customers are saying.
What are people saying about your product? And how can you address their
concerns, their quips, or more? Can you turn that into a brand campaign of its
own, showing you know your audience? Can you address them?
Who are your brand’s Instagram followers? Facebook followers? Are consumers
saying things about your brand on X?
Responding to trends in real-time, or scraping reviews on your products to see
what issues people are having–or what they’re liking about them–can form the
backbone of a new campaign, as well as improve customer engagement and feedback.
When customers know you’re listening to them, the customer-brand relationship
deepens–improving both conversion and lifecycle marketing.
WEB SCRAPING
Web scraping uses AI and machine learning to sift through tons of different
websites to gather information on what’s being said about your brand across the
web–or alternatively, what’s being said about your competitors around the web.
This automated process breaks down large swaths of data into a database that can
be used by marketers to develop breakthrough insights–whether on trends, the
market, or sentiments around your brand.
GEOLOCATION DATA
Geolocation data can be particularly useful for a campaign, especially when you
can use these insights for location-based advertising or for brands with brick
and mortar locations. A good basis of geolocation data can lead to effective
mobile ads and encourage online buyers to visit physical stores.
EVEN MORE TYPES OF ALTERNATIVE DATA
There are a lot more sources of alternative data that can apply to digital
marketing campaigns. There’s credit and debit card information, email receipts,
mobile app data, and more. The data-driven strategy you need can go beyond Meta
and Google’s walled gardens–and beyond cookies.
The number of alternative data providers has skyrocketed in recent years–so if
there’s a particular set of data you need, it’s likely you can find it. And as
AI and machine learning, as well as large language models, improve, alternative
data sources will become even more robust and reliable.
It seems that some doors open exactly when other ones close–so as we bid adieu
to cookies, now is also the time to say hello to alternative data.
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