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Today’s marketer is using a variety of channels to reach prospects and consumers and is targeting them via their preferred devices. This rise in marketing sophistication, and the number of gadgets a user leverages each day to consume digital content, make it difficult, if not impossible, to identify the person operating the device and their buying behaviours. Unless the user is logged in, modern tracking solutions rely on IP addresses and device IDs to identify the email and landing page assets a user engages with, which are typically tied to a marketing campaign. These IP addresses and device IDs provide basic information like location and previous browsing history, but not who the specific person is or their purchasing habits. FuseCommander solves for this by stitching together the user’s complete buyer’s journey including their preferred devices and channels, and the messaging that prompted them to act.

As a result of the increasing number of data breaches and the misuse of personal information, privacy management is a growing part of the modern marketing landscape. The General Data Protection Regulation (GDPR) has largely been perceived as a legal issue, due to the fines that can be imposed because of non-compliance, but it’s also created opportunities for brands to build greater trust with their users. In fact, according to research conducted by iProspect, 88% of global marketers say trust is a priority in 2019, and they are looking to build this trust through credibility, relevancy, and reliability. Fueled by consumer privacy laws like the GDPR, most marketers are turning to solutions like TrustCommander that alert website and mobile app users of the personal data that’s being captured, stored, and shared with third parties. TrustCommander prevents the execution of tags that weren’t explicitly authorized by users.

Commanders Act Customer Data Platform lets you increase sales and loyalty through meaningful relationships with your leads and customers. New customer acquisition costs continue to rise but conversion rates have remained flat at 2.5%-5%. Brands are increasingly collecting data insights such as behavioral, demographic, psychographic, etc., from each and every lead and customer interaction because they know it can be used to improve their marketing campaign performance. That’s why it’s imperative you collect data from every lead and customer interaction. You should also cleanse, standardise and store it in a centralised database that’s accessible by all of your marketing channels, or used by your sales and customer service agents in your CRM platform. To truly be customer-centric, marketers first need to be data-driven. Therefore, it’s critical marketers have access to reliable data to evaluate the performance of their marketing tactics.