The Rise of Propensity Modeling and Value Based Marketing in 2023
July 20, 2023
By Lindsey Levich
As the cookie continues to crumble, marketers have turned their attention to first-party data, grabbing up as much as possible from analytics tools, site logins, CRM systems, and more. First-party data can be sophisticated with useful information about potential or current customers, even helping to gauge the value of these customers.
However, first-party data often lacks the scale needed for marketing efforts. So, how do brands scale their efforts, while finding the best customers? For many of these brands, propensity modeling and value-based bidding is the answer.
To read more, CLICK HERE.
Courtesy of Association of National Advertisers
