Ross Shanken is Founder and CEO of LeadiD, a consumer journey insight platform that provides marketers with the highest-resolution view of the consumer buying journey. The technology platform witnesses both first- and third-party consumer interactions and enables marketers to shorten the distance between data and decision making.
UnboundID: How important is real-time marketing from the eyes of the consumer?
Shanken: From the consumer’s perspective, you might get a different answer than the marketer because the typical consumer may not understand what’s happening behind the scenes. As long as it is used in valuable ways, then the more real-time data you can collect, the better the interaction can be for the consumer. For instance, with ad targeting, if an advertiser is able to display more relevant ads to you in the moment, that’s more meaningful than if you see them for the first time a day or a week later. Conversely, if an advertiser shows irrelevant ads, the timing doesn’t matter at all. Simply put, consumers won’t like them and won’t interact with them. In addition, the value of real-time marketing doesn’t stop after the consumer converts. From upsells to retention strategies, there are still many ways that companies can learn about their consumers and many ways they can put that data to good use.