The advertising industry is not much different than any other. It is struggling to ensure a future in which consumer data privacy is protected, without compromising marketing. Ad Age brought this interesting information to our attention in their article, “How Data Standards Ensure the Future of Effective Marketing.”
An organization’s ability to master best practices—including contextual targeting, personalization at scale, unified customer experiences and creative automation—depends on its ability to build a strong foundation. And that is where data standards comes in.
Data standards are an organization’s blueprint for defining and managing common formats for data across all regions, teams, campaigns and use cases.
To achieve data standardization and to preserve it, you need to educate the organization about why it matters. Most organizations utilize data from a number of sources – data warehouses, lakes, cloud storage, databases, etc. However, data from disparate sources can be problematic if it isn’t uniform.
Melody K. Smith
Sponsored by Access Innovations, the world leader in thesaurus, ontology, and taxonomy creation and metadata application.