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Database Activation

Data activation aims to build a 360-degree view of the customer to inform and enhance customer experiences across all marketing and advertising activities. Accurately and seamlessly collecting, storing, and analyzing digital interactions requires robust and scalable marketing data solutions.

Data activation requires data collection in real-time across all digital channels on various devices. Real-time analysis of the data accelerates the ability to create great customer experiences.

Data activation is the concept of unlocking value in data through development of insights and turning those insights into action. Put another way, data activation is one of the ways that marketers use valuable data and customer insights to power the customer experience across all marketing channels.

Data ingest—Capture all interactions

Get data from any location and bring it into a centralized platform within a single structure so that it can be used in aggregate. Data comes from any number of sources. A marketer can aggregate data from different locations, such as websites, mobile-only sites and apps, offline databases or CRM systems, media impressions, transactional data, and more.

Unlock the value of customer data—Marketing insights

Once that data is in a single location, you unlock the value by running analytics on the data and use it to drive advertising and optimization for outbound marketing. Examples include audience profile analysis, look-alike modeling, and act-alike modeling as well as other opportunities.

Marketing data integration—Hyperpersonalization

This is one of the most difficult elements of data activation and requires the most work. But with deep integrations throughout the ad and marketing ecosystem, you can share data segments that have been developed with marketing partners, drive efficient customer outreach, eliminate waste, and get higher performance on the back-end. Hyperpersonalization and creating great customer experiences plays a central role in driving engagement and revenue across cross-channel marketing campaigns.

Frequently asked questions

A database is activated either implicitly or explicitly. The activation of a database driven by a first user connection is known as implicit activation. Activation of a database that is based on issuing the activate database command is known as explicit activation.

Data activation is the concept of unlocking value in data through development of insights and turning those insights into action. Put another way, data activation is one of the ways that marketers use valuable data and customer insights to power the customer experience across all marketing channels.

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