Behavioral data is the most powerful insight that you can have about someone’s purchase intent or the way in which they’re engaging your brand—and marketers aren’t utilizing a large amount of this opportunity.
Did you know that approximately 97% of website visitors are considered anonymous? That means for most companies, only 2-3% of potential customers identify themselves to a brand. Despite those numbers, marketers largely spend their efforts focused on the 3% they do know, ignoring the needs of the vast majority of site visitors and losing a large potential revenue opportunity in the process. Whether anonymous or known, today’s consumers expect greater relevance and personalization when they interact with brands. The question remains, how do you take action on an unknown visitor?
In today’s interview, Tealium’s Chief Innovation Officer, Jay Calavas, tackles that very topic and discusses the importance of redefining your anonymous visitors. Jay touches on the importance of first-party data and how it can enable marketers to get to know a visitor, learn more about their behaviors and intentions, and take action across a multitude of marketing channels… without requiring a name or identity.
Interested in learning more about how to deliver personalized and relevant marketing experiences to anonymous visitors? Here are two great additional resources.