Leveraging 1st party data to tune audiences and deliver incremental growth.
What do you like best?
Building a CDP and long term first-party data strategy is almost just a bi-product of the work Velocidi has done to develop and tune audience targeting through our performance marketing channels. That we're able to utilise these audiences as references for lookalikes gives us the opportunity to scale marketing reach whilst AI derived segmentation has allowed us to optimise remarketing campaigns. The platform's constantly evolving with frequent functional improvements.
What do you dislike?
In a perfect world we would have more analytical resources within our organisation to drive testing and platform utilisation faster. Some channels are easier to integrate than others. This is a fast-evolving area of performance marketing and is better suited working with channels, platforms and agencies that are of a similar mindset.
Recommendations to others considering the product:
You will need to integrate the insights provided by Velocidi with other agencies and vendors. They need to be comfortable incrementality testing and reactive to the technical requirements for integrating this new data asset with their channels.
What problems are you solving with the product? What benefits have you realized?
We needed a 1st party-data strategy... done. We need better control of our remarketing activities - particularly within walled gardens... done. As marketers we need to get to grips with how to use data to develop and refine audiences... this helps train those muscles. We need to work out how to generate the best opportunities for developing scale/reach with lookalike audiences - with a strong testing mindset - that's fixed as well. We need to improve marketing spend effectiveness and understand the incremental value of our activities... that's done too.
