The DWG Blog

Cybersecurity and the Arts

Working in the arts, DWG sometimes hears that they don’t need all of the security standards of large corporations. I am reminded of a non-profit executive telling me awhile back that they don’t need to be like the Pentagon when we recommended a two factor authentication system. This article was inspired by a genuine concern that many art organizations may not be fully aware of the consequences of the slippery security slope. Our hearts sank as we heard of The Met’s ordeal and our minds were outraged. DWG does not know the exact cause of The Met cyberattack so this is not meant to be in any way derogatory to the wonderful folks at The Met. References and articles are included below.

Beginning on December 6th, 2022, hackers started the process of breaching the Met Opera’s information infrastructure. By December 7th, a cyber attack against The Metropolitan Opera in New York was well underway. The attack affected the opera’s network systems, including its internal network, website, ticketing server, box office, and phone center. The Opera’s website was restored eight days later, on December 15.

During this period, the opera continued its performances, and the Lincoln Center for the Performing Arts supported ticket sales until the Met could recover from the attack (Kudos Lincoln Center!). While the exact magnitude of the damage has not been disclosed, the stoppage in ticket sales effected revenue. According to Peter Gelb, The Met’s general manager, the opera earns roughly $200,000 in ticket sales per day throughout this season. Because the malware impeded the opera’s ability to sell tickets, seats were temporarily sold for $50 on the Lincoln Center for the Performing Arts website.

The cyber attack on the Met is far from the first on a cultural institution. In 2019, ransomware attacked the Asian Art Museum in San Francisco. In 2020, hackers obtained access to personal information from hundreds of cultural institutions and NGOs. I’m sure you all have heard plenty of stories of hacks and cyberattacks.

Hackers do not care whether a business is a Fortune 500 company, a small business, or not-for-profit cultural institution like The Met, all these institutions still make transactions and hold their customers information.

A month after the attack on Met Opera, the attackers have yet to be identified, but The New York Times underlined the opera’s vocal support for Ukraine amid the ongoing Russia-Ukraine conflict.

But whatever the motivation and tactics, the cyberattack on the Met should serve as a wake-up call to other cultural organizations. Anyone could be a target. “I usually warn clients that everyone, regardless of size or sector, is a target. It should not take an occurrence like this to wake up other cultural institutions to the fact that they are in grave danger,” says Richard Sheinis, partner and head of data privacy and cybersecurity at full-service legal firm Hall Booth Smith.

Cultural organizations, like performing arts centers, theaters, and museums, are typically attractive targets for cyberattacks since they may not always have the time, money, skill-set, or up-to-the-minute understanding to build a good cybersecurity strategy. Unlike many for-profit organizations, which are victims of zero-day* vulnerabilities, the bulk of security breaches in smaller enterprises and most non-profits are caused by preventable flaws in human/device interaction. The untold story of cybersecurity is how criminals leverage the imperfect nature of humans to further their own goals.

Finding funding for cybersecurity is often difficult at a non-profit but it is a worthy investment. A good security posture today, can save hundreds of thousands later, but many people are hard pressed to believe that it could happen to them. Furthermore, many cultural institutions are still striving to recover from the COVID-19 pandemic and are not in a position to embrace the additional concerns brought about by cybersecurity.

So, bringing cybersecurity to the forefront in a cultural institutions is the first critical step. Subsequent evaluation of the infrastructure, and investment in prevention, detection, and response can help lower the likelihood of cyber attacks while also mitigating the damage of an attack if one occurs. It is always recommended that the evaluation phase be done by in-house IT team, then if company lacks the means to retain in-house cybersecurity personnel, it can turn to third-party cybersecurity firms.

Please remember until you get a cybersecurity firm to help:

Layered firewalls (one from your service provider, one for your institution, and if you are running your ticketing server in-house, one more for that)
Separation of subdomains for internal and external networks,
SSL
Two-factor authentication
And for goodness sake, we recommend your site should not be on the same operating system as your ticketing server (if one is on windows, the other should be on Linux) – make the hackers work more difficult (hardening). If they are the same, security should be monitored in real-time.

* The term “zero-day” refers to newly found security flaws that hackers can exploit to attack systems. The term “zero-day” alludes to the fact that the vendor or developer only recently discovered the fault, implying that they have “zero days” to repair it. A zero-day attack occurs when hackers exploit a weakness before engineers have time to fix it.

~Nami

Posted by The Met:

“After suffering a cyberattack that temporarily impacted our network systems, we’re pleased to announce that the Met is now able to process ticket orders through our website and in person at our box office. Based upon our ongoing investigations into the recent cyberattack, we would like to reassure our customers that ticketing customer data, including credit card information used when purchasing tickets, has not been stolen. We do not keep credit card information in the systems that were affected by the cyberattack. Thank you for your patience.”

Links:
https://www.nytimes.com/2022/12/07/arts/met-opera-cyberattack-website.html
https://www.reliasmedia.com/articles/commonspirit-ransomware-attack-holds-lessons-for-cybersecurity
https://amicusmsp.com/human-interaction-is-key-to-successful-cyberattacks/

Risk Management and the Arts

Risk Management and security are one of if not the biggest issue facing art organizations today. Unfortunately, it is not just because it may prove daunting but because it is rarely taken seriously within the organization until trouble arises.

Gone are the days when acquiring a HiTrust Certification, SOC2 type 2 auditor’s report, or an ISO 27001 accreditation was enough to defend your firm appropriately. Many seasoned practitioners knew that such a milestone was never a reliable indicator of an organization’s security posture or maturity. And it appears that the rest of the world has finally caught on.

The security threat environment is expanding in tandem with legislative and governance needs. Attacks have become more numerous and sophisticated, the number of attack channels has increased, the attack surface for businesses has increased substantially, and the complexity of our digital footprint has increased even further. In addition, the severe shortage of qualified and available workers to fill security tasks, including Governance, Risk, and Compliance (GRC), compounds the problem.
In short, GRC leaders face numerous hurdles in today’s firms. Yet, surprisingly, I hear little talk regarding the most efficient ways to run a modern GRC or risk management program. Because each firm is unique, there may be a variety of answers. There are, nevertheless, methods for modernizing your procedures.

Do you have a Risk Management Program in place?
How are you currently managing risk?
Why has technology changed so dramatically while GRC programs have remained the same?
Is there a more efficient way to manage today’s modern GRC program?

Before we begin discussing possible solutions, let’s review the basics:
Governance refers to an organization’s statutory or contractual obligations regarding security, risk, and privacy objectives. Noncompliance can result in severe fines and even criminal prosecution in some situations.
Risk refers to managing risk within an organization, focusing on security and privacy standards.

However, this merges with Enterprise Risk Management. Enterprise risk management (ERM) is detecting, analyzing, and treating a company’s risks based on an ongoing assessment by executive management. ERM includes examining the company’s exposures in financial, credit, fraud, strategic, and operational problems.

Compliance refers to an organization implementing security and privacy controls to meet governance standards and decrease risk. Internal and third-party external audits are a significant component of compliance.
My personal experience is firmly rooted in the NPO space, having spent the last 20 years helping many of our art clients with their IT audit and compliance. Based on that, I have some thoughts.

The sheer number of regulatory requirements a modern NPO must meet can be overwhelming. Similarly, managing organizational politics in an NPO is challenging, both for and against risk containment. Security, particularly GRC, has typically been viewed as a cost center rather than a value generator. And as I have stated in previous conversations, seen as a barrier to creativity.

Personnel shortages and burnout are at an all-time high, compounding the problem. According to industry analysis, this gap will continue to increase in the near term and will be a concern for quite some time.
Every day, we hear about one breach or another, and everyone is trying to move towards a more secure posture. However, these areas have financial consequences and criminal prosecutions due to a lack of monitoring and care.

In today’s environment, the message is clear: No matter what problems companies face, they must reasonably preserve the security and privacy of the data.

Running a Risk Management Program

A comprehensive alignment among the leadership is required to establish a more sustainable and scalable approach. Accepting “growing pains,” the additional initial costs, and facilitating cross-organizational working groups are all part of this. Everyone benefits from this arrangement, and key stakeholders must understand how they may help so that they can passionately buy in and be change champions.

To start the process, you must determine what regulatory obligations your firm should meet. The correct response would be, “Ask your auditors when they come in,” however, most auditors assign their most junior, fresh off-the-robe (just out of college) individuals to manage in-house audit interactions. So your best bet is for your Finance Officer to call one of your audit firm’s senior partners and obtain a summary of the regulations you must follow.

After defining the requirements, the hard work can begin, which begins with a thorough understanding of the organization’s environment. For example, what people, procedures, and technology does the organization have? What is the organization’s culture? What is the organization’s risk tolerance?

What is the organization’s risk tolerance? If you can’t answer these questions, you can’t assess compliance adequately. During this phase, we are attempting to piece together several essential views of the organization:

Purpose, vision, and operational needs
Lines of business
Organizational Structure
Key business processes
The digital and physical footprint
Assets
Data processing and storage

Traditionally, there are numerous emails, direct messages, and meetings. As a result, all parties involved experience duplicative manual processes, exhaustion, and dissatisfaction. It’s simple to “drop the ball” or “miss the mark” on even the tiniest of tasks in the traditional way.

You will need a SecOp person to gather the data and get the closest approximation of the organizational reality. This person must have sufficient power to assemble and distill the information for executive review.

SecOps is a relatively new concept that refers to security functions collaborating with DevOps teams (Development and IT) early and frequently and incorporating “paved roads” with “guardrails” into the process.

The teams that are continually maintaining the environment, deploying updates, and keeping the “lights on” are the stars of the show here (DevOps), and it is critical for modern GRC teams (SecOps) to collaborate and integrate with these teams. The most vital connection to cultivate for a modern GRC practitioner wanting to update their program is this one. Cross-training between GRC experts and technical teams is required. Both groups can be experts in the other’s field but must grasp how things function.

Gaining a rudimentary awareness of what tools and processes are in use with DevOps offers significant returns. When we understand how these tools interact, we benefit all parties involved. Therefore, in addition to our personal growth and development, we must teach these technical DevOps teams the fundamentals of GRC. The idea here is to keep it simple; just as a GRC practitioner can’t master complex deployment and troubleshooting, neither should our DevOps teams be expected to lead an audit.

At the very least, the audit should address any commerce, ticketing, change management, and collaboration systems utilized in the teams. A modern GRC practitioner benefits immensely from working with the tools that DevOps teams are already using. Working with DevOps provides those practitioners with the ideal perspective for evaluating organizational security and, as a result, compliance with your criteria.

At the same time, the DevOps teams need to gain an understanding of the following:

The forces influencing framework or standard requirements
The distinction between completing a requirement and meeting the requirement’s intent
How and why must we manage requirements from many frameworks and standards?

What happens during the audit process, why do we gather evidence, and what efficiencies can we put in place to make evidence collecting more consistent, trustworthy, and less impactful on engineering teams
Moving to the system(s) of the record is the final key in this method. Individual file sharing is a formula for disaster.

Can you envision a modern sales team organizing their activities through spreadsheets rather than a sophisticated Customer Relationship Management (CRM) system?

Certainly not! So, why do we handle our GRC initiatives in this manner regularly? First, however, it is critical to note that there will likely not be a single system of record. That is why your GRC software must integrate with other sources of a critical system of record.

Critical systems to integrate include change management systems, asset management systems, document management systems (for rules and procedures), and ticketing systems.

In short, make sure your IT and development crew know their systems, bring in an outside security person to lead the SecOps effort, and keep complete records of every process, discovery, and solution.

Sources:
GRC: The Definitive Guide (https://riskonnect.com/resources/grc-guide/)
THE ESSENTIAL GUIDE TO GRC (https://tallyfy.com/guides/governance-risk-management-compliance-grc/)
Risk and compliance management made easier (Hitrust- MyCSF)
(https://hitrustalliance.net/documents/mycsf/mycsf_information/MyCSFRiskAndComplianceManagement.pdf)

Behnam Ataee, DWG CTO, has completed the HITRUST CSF Assurance Program certification. Certified HITRUST CSF professionals can deliver simplified compliance assessments and report for HIPAA, HITECH, state, and business associate requirements.

Artificial Intelligence & Search Experience

This article is the third installment in our series discussing search results and the increasing influence of artificial intelligence (AI) on search experiences. In this part, we delve into the coming evolution of search interfaces, the personalization of search experience, and the implications for digital marketing strategies.

As AI fully integrates into search processes, personalization will be more pervasive, making it less likely for two individuals posing the same query to encounter similar interfaces. While the search results might be the same, the presentation of these results could vary significantly based on the individual’s preferred method of processing information. The AI system will learn the users’ ages, how they consume data, and consider their environment and the question asked.

Search Results & The Mode of Learning

For example, visual learners might see pictorial representations of results. But, first, auditory learners could receive voice responses, and read/write learners may be presented with written summaries. Additionally, due to AI’s environmental awareness, it could provide an auditory response while a user is driving. Another layer of complexity in user interfaces (UI) stems from the subject matter of the inquiry. For example, the UI for a search on nearby movie theaters will differ from one regarding the latest political developments or stock market updates. AI will incorporate the preferred communication method of the subject matter experts into the UI design.

Search Results & The Age Effect

The age effect plays a crucial role in search experience personalization as well. A thought-provoking paper on this topic highlighted that individuals tend to consume content similarly to their generational peers, regardless of their primary learning mode. This phenomenon suggests that if most of an individual’s peers access search results verbally, that person is more likely to do the same, even if they are not primarily an auditory learner.

Search Results & Gender

Algorithms, vital in the digital age, impact many facets of modern life, from news feeds to healthcare delivery and now the Search Engines. However, they pose the same old problem again, as evidenced by recent research from NY University.

The study shows that due to gender bias in algorithms, they encourage misinformation and create online echo chambers on social media sites. The study highlights real-world effects and perpetuates societal inequality. According to the journal Proceedings of the National Academy of Sciences, AI systems identify patterns in massive databases, yet these datasets frequently contain embedded cultural prejudices.

SO, the expectations of radical departure from current norms of search display may be less probable due to the introduction of AI. Nevertheless, there will be change.

Getting Ready For The Coming Search Experience

Putting all these together may sound overly complex, but I promise it is easier today than ever. Over a decade ago, DWG introduced “Lean Mean Marketing Machine diagram” to emphasize the importance of processing content through every available channel to create an effective marketing cycle on the web. It came with a checklist that allowed our clients to check off the content that had been converted and posted. However, despite its accuracy and all the tools, some clients needed help processing the concept. In response, we developed “The Cycle” for internal use and took on the load. Since its inception, we have continuously updated “The Cycle.”

“The Cycle” currently promotes and optimizes clients’ shows, courses, events, and content. Cycling content through platforms and directing them towards the point of sale remains relevant, with even more platforms available in 2023.

In previous articles, we discussed the steps digital marketers should take to adapt their SEO strategies in this emerging environment. As a result, marketing production schedules must accommodate the release of more content or risk falling behind.

Fortunately, AI offers solutions to help manage this increased workload. In addition, numerous tools exist to distribute content across various channels effectively. In the next installment of this series, we will explore the content life cycle in this evolving digital landscape.

You can now read about AI & Marketing Automation in our blog.

Dream Warrior Group, a Los Angeles Based web design and digital marketing Company, providing solutions for your online marketing needs. Our expertise includes Search Engine Optimization (SEO), Social Media Posts & Marketing & Google PPC campaigns. Call us now at 818.610.3316 or click here.

Update to Google Search Result Elements

Google is responding to changes in the search by boosting consumers’ capacity to analyze search results and discover diverse points of view.
Google is responding to change by changing and expanding the search result elements (announced March 28), and thus boosting consumers’ capacity to analyze search results and discover diverse points of view.

The a doption of AI necessitates modifications in the way search results are processed. Many AI enthusiasts believe that search will be obsolete soon, and Google is doing all its power to prevent this.

Google already gives substantially more accurate results than AI when measuring the value of shown material using E-E-A-T (Experience, Expertise, Authority, and Trust). But, with this new change, Google offers more relevant and significantly more complete information while maintaining its search features.

Just in time for the International Fact-Checking Day on April 2, Google stated this week that the following modifications are being rolled out to search results:

Introducing ‘About this author’

You may learn more about the background and experience of the authors whose content appears on Google Search by pressing the three dots on any search snippet. Google’s release does not mention where it obtained the author’s information. And as of yet, Google has not provided any further clarification. Nevertheless, this functionality will be available on English search results worldwide.

Easier access to an expanded ‘About this result’

Google’s “About this result” feature will be available in all languages where the search engine is available shortly. Visitors can learn more about the source of content and how Google’s computers judged its relevance by tapping the three dots next to search snippets. This background can assist users in determining which websites to visit and which results to believe.

Google is expanding its “About this result” function with a new section named “About this author.” Google is making it easy to find “About this page” information. Users can now enter a URL into Google Search and see information from “About this page” at the top of the results. The functionality is now available in English internationally.

Adding diverse perspectives to Top Stories

Google is launching a new feature called “Perspectives,” which will appear beneath Top Stories and display views from various journalists, experts, and relevant voices on searched topics. This section seeks to present various perspectives on news subjects in addition to the authoritative reporting available in Top Stories. A carousel will soon be available in English in the United States for desktop and mobile devices.

Advisories for information gaps

When a topic is quickly evolving, or Google’s systems lack high confidence in the quality of accessible results, Google Search will automatically provide content advisories. Google intends to expand these advisories to more languages in the coming months, including German, French, Italian, Spanish, and Japanese.

In conclusion, Google’s commitment to accuracy and authoritative sources by giving E-E-A-T guidance and their desire to provide consumers with tools to analyze and comprehend search results is at the forefront of our search these days.

Users will get better answers and make better decisions about what they read online. By improving and expanding search elements and adding Bard (Google AI) into the search mix, Google aims to make the information more digestible and thus remain the inquiry destination of choice.

Optimize Your First-Party Data Strategy

In recent years, the digital marketing landscape has changed significantly due to evolving privacy regulations and the phasing out of third-party cookies. To adapt, businesses must now leverage first-party data for personalized and effective marketing campaigns. This comprehensive guide discusses the challenges associated with this shift, the benefits of first-party data, and the steps to create a successful first-party data strategy.

Understanding the Changing Privacy Landscape

The decline of third-party data can be attributed to several factors, including shifts in consumer perception about data privacy, privacy regulations like GDPR and CCPA, and major tech companies (e.g., Google and Apple) implementing privacy changes. These changes create challenges for advertisers, such as inefficient targeting, measurement and attribution issues, and difficulties in monitoring reach and frequency.

The Value of First-Party Data

Despite these challenges, first-party data offers several advantages over third-party data:

1) Accuracy: Data collected directly from customers is typically more accurate and reliable.
2) Relevancy: First-party data provides insights specific to your audience, making it more relevant for marketing purposes.
3) Availability: Companies often already possess first-party data, making it readily accessible.
4) Cost-effectiveness: Acquiring and managing first-party data can be more cost-effective than purchasing third-party data.

How to Leverage First-Party Data

To successfully utilize first-party data, businesses should:

1) Segment their audience based on demographic, behavioral, and preference data.
2) Increase efforts to generate first-party data through various touchpoints like websites, social media, email, and CRM.
3) Prioritize profitability and form alliances with other companies to capitalize on combined data.
4) Personalize marketing campaigns and obtain customer consent.

Essential Elements of a Successful First-Party Data Strategy

To create an effective first-party data strategy, consider the following:

1) Develop a robust infrastructure for first-party data and MarTech integration.
2) Utilize first-party data effectively for digital activation, measurement, and attribution.

Overcoming Challenges and Creating an Implementation Roadmap

Companies often face hurdles when using first-party data for digital marketing, including organizational and data silos, lack of in-house competencies, and inadequate full-funnel activation strategies. To overcome these challenges and create a successful implementation roadmap, consider the following steps:

Step 1: Create a First-Party Data Plan

1) Dissolve organizational and data silos by centralizing data storage.

Breaking down barriers between departments and unifying data storage helps organizations access and share valuable first-party data more easily. Centralizing data storage reduces fragmentation, promotes collaboration, and enables a comprehensive view of customer data, ultimately leading to more informed decision-making.

2) Develop a first-party data strategy, including identifying data sources and opportunities for building data.

Creating a first-party data strategy involves determining which data sources to prioritize (e.g., website analytics, CRM systems, and email engagement) and seeking opportunities for data collection and growth. This process helps align the organization’s goals with its data acquisition and management practices, ensuring a strong foundation for leveraging data in marketing efforts.

3) Analyze first-party data for insights into customer behavior, preferences, and demographics.

Examining first-party data provides valuable insights into customer behavior patterns, preferences, and demographic information. This analysis allows businesses to identify trends, uncover new opportunities, and tailor their marketing efforts to better resonate with their target audience.

4) Define target audiences and create personalized campaigns.

Based on the insights gained from analyzing first-party data, businesses can define specific target audiences and develop personalized campaigns. This segmentation and customization allow for more relevant and engaging marketing communications, resulting in higher conversion rates and improved customer loyalty.

5) Measure campaign success using key performance indicators (KPIs).

Tracking the success of marketing campaigns is crucial for optimizing strategies and maximizing return on investment. By establishing key performance indicators (KPIs) such as click-through rates, conversion rates, and customer lifetime value, businesses can evaluate their efforts and make data-driven decisions for continuous improvement.

6) Keep data up-to-date through regular cleaning and updates.

Maintaining accurate and current first-party data is essential for ensuring the effectiveness of marketing efforts. Regular data cleansing and updates help to remove outdated information, correct inaccuracies and identify gaps in the data. This process ensures that businesses have access to high-quality data for informed decision-making and more impactful marketing initiatives.

Step 2: Establish a Data Infrastructure

1) Invest in data management tools, such as data warehousing, data integration, and data visualization.

Investing in robust data management tools is crucial for organizing, storing, and processing first-party data efficiently. Data warehousing solutions enable businesses to store large volumes of data from various sources in a single, central repository.

Data integration tools help streamline the process of combining data from different sources, ensuring consistency and accuracy, while data visualization tools allow marketers to present complex data in an easily digestible format, facilitating better understanding and decision-making.

2) Implement data security measures, including access controls, encryption, and data backups.

Securing first-party data is essential for protecting customer privacy and maintaining regulatory compliance. Implementing access controls helps restrict data access to authorized personnel, reducing the risk of unauthorized use or data breaches. Encryption safeguards sensitive information by converting it into an unreadable format, which can only be deciphered with a decryption key. Regular data backups ensure that businesses can recover crucial data in the event of system failures or data loss incidents.

3) Integrate data infrastructure with marketing tools, such as CRM systems and marketing automation platforms.

Integrating data infrastructure with marketing tools enables businesses to streamline marketing processes and leverage first-party data effectively. Connecting CRM systems and marketing automation platforms to data infrastructure allows for seamless data exchange and ensures that customer information is up-to-date across all systems. This integration facilitates targeted and personalized marketing campaigns while also enabling better tracking and analysis of campaign performance.

4) Use data analytics to gain insights from first-party data.

Applying data analytics techniques to first-party data helps businesses uncover valuable insights, such as customer preferences, purchasing habits, and demographic information. These insights can inform marketing strategies and enable businesses to make data-driven decisions that improve campaign effectiveness, customer engagement, and overall marketing ROI.

5) Monitor and optimize data infrastructure regularly.

Regular monitoring and optimization of data infrastructure are necessary for maintaining data quality, ensuring system performance, and identifying areas for improvement. By keeping a close eye on data storage, processing, and integration, businesses can proactively address potential issues and optimize their data infrastructure for maximum efficiency and effectiveness in marketing efforts. This ongoing maintenance also helps businesses stay agile and adapt to changing market conditions and customer needs.

Step 3: Develop or Improve Capabilities

1) Evaluate your current platform

Assessing your current data management and marketing platforms is the first step in optimizing your first-party data marketing efforts. This evaluation involves examining the capabilities, features, and limitations of your existing tools, as well as identifying any gaps or redundancies. A thorough assessment helps determine whether your current platform aligns with your marketing objectives and allows for efficient first-party data management, analytics, and execution.

2) Identify your business goals

Clearly defining your business goals is essential for developing a successful first-party data marketing strategy. These goals may include increasing customer acquisition, improving customer retention, driving more revenue, or enhancing customer satisfaction. By identifying specific objectives, businesses can align their data marketing efforts with their overall goals, ensuring that data initiatives contribute to the organization’s growth and success.

3) Invest in data science

Investing in data science enables businesses to extract valuable insights from their first-party data and make data-driven decisions. Data science combines statistical analysis, machine learning, and artificial intelligence to uncover patterns, trends, and relationships within large volumes of data. By investing in data science capabilities, either by hiring data scientists or partnering with external experts, businesses can leverage their first-party data more effectively and enhance their marketing strategies.

4) Leverage sophisticated analytics

Utilizing advanced analytics techniques helps businesses gain deeper insights from their first-party data, enabling more targeted and personalized marketing campaigns. Sophisticated analytics methods, such as predictive modeling and segmentation, allowing marketers to identify customer preferences, anticipate future behavior, and tailor their messaging accordingly. By leveraging these advanced analytics techniques, businesses can improve their marketing ROI and build stronger customer relationships.

5) Use a Customer Data Platform (CDP)

A Customer Data Platform (CDP) is a software solution that centralizes and unifies first-party customer data from multiple sources, creating a single, comprehensive view of each customer. CDPs enable businesses to better understand their customers, segment their audiences, and deliver personalized marketing experiences across various channels. By implementing a CDP, businesses can streamline their data management processes, improve data quality, and enhance their ability to leverage first-party data in their marketing efforts.

Step 4: Work on the first-party data.

1) Effectively activate first-party data

Activating first-party data involves leveraging the data you have collected about your customers to improve your marketing efforts. This can include using data to create personalized messaging, targeting specific audiences, and optimizing campaigns. For example, if you have data about a customer’s past purchases, you could use it to recommend similar products or services to them.

2) Prioritization and personalization through segmentation

Segmenting involves dividing your audience into smaller groups based on common characteristics or behaviors. By segmenting your audience, you can prioritize your marketing efforts and personalize your messaging to each group. For example, if you sell clothing, you could segment your audience based on gender, age, or shopping habits and tailor your messaging and promotions to each group.

3) Full-funnel approach

A full-funnel process involves targeting customers at each stage of the buying journey, from awareness to purchase and beyond. This consists in creating messaging and campaigns tailored to each funnel stage and using data to track customer behavior and optimize campaigns accordingly. For example, you could create awareness campaigns to attract new customers, retargeting campaigns to re-engage customers who have shown interest, and loyalty campaigns to reward and retain existing customers.

4) Use AI/ML for a more advanced strategy (for example, predictive audiences)

AI and ML can analyze first-party data and identify patterns and insights that may not be immediately obvious. This can help you to create more targeted campaigns and improve the effectiveness of your marketing efforts. For example, you could use AI to analyze customer behavior and identify patterns that suggest a customer is likely to make a purchase soon and use this insight to create a predictive audience for targeted campaigns.

Dream Warrior Group, a Los Angeles Based web design and digital marketing Company, providing solutions for your online marketing needs. Our experts will assist you in integration of the tools you need to ensure a smooth transition. Call us now at 818.610.3316 or click here.