1P Data
- Culver City, California, United States
1P Data Employees
1P Data Details
Marketers with a keen focus on product profitability have always had a way to calculate "marketing cost of sales." How much did we spend on marketing vs how much revenue was generated?In a world with few choices of how to generate consumer awareness and demand, this was challenging, but not impossible. Increasing this complexity, entrenched media fiefdoms make evaluating success at the channel level at best tricky, and as part of an entire media mix, nearly impossible. The consumer who used to simply see an ad on TV and then bought the product at retail now gains awareness and makes choices based on exposure from TV, OTT, Online Video, Outdoor, Direct Mail, Podcasts, Radio, Search, Print, Display, Social, CRM, Retail POP, and WOM. Even for those who own their distribution and a have 1:1 relationship with their customers, optimizing for maximum profitability is frustrating. We get it. Full funnel attribution is hard. And solving the problem requires companies who do not play well together to help. So what's a marketer to do? Start connecting the dots between your media and your sales regardless of where it happens by leveraging your 1st Party Data. And we're here to help.
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