Valassis Reveals Three Keys to Marketing Success in an Age of Data

Published Wednesday, Mar 1, 2017

Valassis Reveals Three Keys to Marketing Success in an Age of Data

Seek Alignment, Integrate Data, Invest in Technology

LIVONIA, Mich., March 1, 2017: Valassis, a leader in intelligent media delivery, provides marketers with the keys to leverage technology along with data and analytics in order to precisely target the right consumer, personalize campaigns and strengthen customer relationships.

An increasingly omni-channel world has created both a new opportunity and a challenge for marketers with recent research indicating that 73 percent of consumers use multiple channels during their shopping journey, including online and in-store. And, consumers today are leaving behind traces of useful, untapped data as they research, browse and buy. This, in turn, has increased pressure on marketers to understand and position the data, apply technology and drive strong results.

“CMOs are acting a bit more like CFOs and CIOs than they have in the past. While they’re responsible for brand advocacy and buyer consideration, now they must also focus on investment and technology,” said Greg Green, chief data and analytics officer, Valassis. “Organizations that adopt integrated media strategies and drive powerful insights from the mounds of data at their disposal can expect to come out on top in terms of client satisfaction and loyalty. For example, we are helping marketers do this with Valassis Apio™ which merges thousands of offline audience intelligence data points with real-time consumer data from digital devices to enhance precise targeting, resulting in optimized cross-channel campaigns.”

The large volume of available consumer data has raised the stakes for marketers, forcing them to adopt technology and analytics to further target campaigns. With this paradigm shift in mind, Valassis shares three marketing must-haves:

  • Ensure C-suite alignment. While marketers are increasingly tech-savvy, it is still helpful to gather input from others -- namely the CIO and CFO. Alignment among these groups ensures the unique needs of marketing, technology and finance are top of mind during the decision-making process.
  • Eliminate data silos. For brands to truly benefit from the available data, and ultimately deliver the best customer experience, marketers must merge data from all channels – including print and digital – then consolidate it into a single view to obtain a holistic understanding of the customer.
  • Make strategic technology investments. With so much data available and a need to transform it into insights that drive action, technology can certainly help. However, with nearly 4,000 technology solutions available and a growing number of data providers, it is important to identify the solutions that are optimal for a given business. Marketers need to ask: Will this tool help meet corporate objectives and the KPIs of the marketing department? Does it overlap with an existing solution? Does it integrate properly with the systems in place? These are just some of the questions that must be answered before determining which technologies to implement.

To learn more about tapping into meaningful campaign data and to see a demonstration of Valassis Apio™ visit our website.

About Valassis
Valassis is a leader in intelligent media delivery, providing over 58,000 clients with innovative media solutions to influence consumers wherever they plan, shop, buy and share. By integrating online and offline data combined with powerful insights, Valassis precisely targets its clients’ most valuable shoppers, offering unparalleled reach and scale. NCH Marketing Services, Inc. and Clipper Magazine are Valassis subsidiaries, and RedPlum® is its consumer brand. Its signature Have You Seen Me?® program delivers hope to missing children and their families. Valassis is a wholly owned subsidiary of Harland Clarke Holdings.

Media Contact
Mary Broaddus