{"id":7857,"date":"2023-02-21T23:12:29","date_gmt":"2023-02-21T23:12:29","guid":{"rendered":"https:\/\/xpon.ai\/?p=7857"},"modified":"2026-03-23T05:05:53","modified_gmt":"2026-03-23T05:05:53","slug":"customer-experience-data-and-adtech-ownership","status":"publish","type":"post","link":"https:\/\/xpon.ai\/au\/resources\/customer-experience-data-and-adtech-ownership\/","title":{"rendered":"Why Customer Experience is driving brands to rethink their AdTech ownership in 2023?"},"content":{"rendered":"

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What is at the heart of better customer experience? Better data.<\/strong><\/h5>\n

The best brands deeply understand a good customer experience and their customers as individuals; their online behaviour, channel preferences, and product tastes, including what they want when they want it, and how they like to engage with a brand during and after a purchase. In addition to ROI, companies now also need to succeed at a \u2018high-return on experience\u2019 or ROX.<\/p>\n

Data Ownership\u2026What\u2019s changed?<\/strong><\/h5>\n

Underpinning the most seamless and delightful customer experience is proficient data capture and utilisation. It\u2019s, therefore, no surprise that the upcoming demise of the ubiquitous \u2018third party cookie\u2019 has companies, both big and small, rethinking their AdTech ownership and first-party data strategies in 2022.<\/p>\n

Building A Seamless Martech Ecosystem<\/strong><\/h5>\n

Data capture and collection is only part of the picture; careful thought and consideration need to be given to the adtech and martech ecosystems within which the data sits. Brands can leverage the growing integrations now available between adtech platforms and other large cloud applications, including their CRMs, to create and curate specific, highly sophisticated customer pipelines.<\/p>\n

Consider the Google Marketing Platform<\/a><\/strong> – an ad-technology platform that enables agencies and advertisers to create, manage and grow their digital marketing campaigns more effectively. It integrates with several world-class solutions to help brands run holistic campaigns, across multiple channels, with haste and ease.<\/p>\n

A word of caution: while it\u2019s easy to focus on the software components of adtech ownership, don\u2019t forget to pay attention to the human resources required to support them and successfully manage them.<\/p>\n

Unlock Greater Flexibility<\/strong><\/h5>\n

In these uncertain and unprecedented times, it is imperative brands build flexible strategies to build a better customer experience. Rich first-party data can help brands make better decisions, both in the short and long term. It gives brands control back over their commercial pathways. Data from outside sources can help to improve short-term marketing performance but can\u2019t paint a picture to the same degree as first-party data – of the loyal, ongoing customer relationships and their multi-touch-point paths to purchase.<\/p>\n

Enjoy Multiple Cost-Saving Benefits<\/strong><\/h5>\n

First-party data promises higher returns on media spend as targeting is more refined and consumer messaging is better tailored, resulting in higher conversion rates. In fact, a study performed by Boston Consulting Group and Google showed that using first-party data for key marketing functions resulted in a 2.9x revenue uplift, 1.5x increase in cost savings, and between 12-35% ROI.<\/p>\n

Information gathered is unfettered by partnerships or other variables in the way that third-party data often can be. What\u2019s more, it\u2019s free for a brand to collect, and utilise, offering significant cost-saving benefits to organisations. It would be remiss not to mention that this switch takes consideration and time. In the interim, companies can look to other data sources to fill insight gaps, whilst working towards higher-performing, first-party data-driven outcomes.<\/p>\n

So what are the next steps for brands to improve customer experience?<\/strong><\/h5>\n

Many companies will likely need to conduct an in-housing data audit to identify what data is currently being generated, how it\u2019s being measured and utilised. From there, brands can then create an informed long-term data strategy, and devise practical next steps and guidance to all levels of staff in their organisation.<\/p>\n

If you need help with either developing a better customer experience or any other facets of ad tech ownership, get in touch with our team of experts today.<\/a><\/p>\n

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What is at the heart of better customer experience? Better data. The best brands deeply understand a good customer experience and their customers as individuals; their online behaviour, channel preferences, and product tastes, including what they want when they want it, and how they like to engage with a brand during and after a purchase. […]<\/p>\n","protected":false},"author":12,"featured_media":7735,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_yoast_wpseo_focuskw":"customer experience","_yoast_wpseo_title":"Why Customer Experience is driving brands to rethink AdTech","_yoast_wpseo_metadesc":"Discover how the pivotal role of Customer Experience is prompting brands to revolutionise their approach to Advertising Technology.","_yoast_wpseo_meta-robots-noindex":"","_yoast_wpseo_meta-robots-nofollow":"","_yoast_wpseo_canonical":"","_et_pb_use_builder":"on","_et_pb_old_content":"

The customer experience is one of the most critical factors determining any business's success. In today's digital age, customers expect a seamless and personalised experience, and companies constantly look for new ways to enhance it. One of the most exciting and innovative ways to achieve this is through augmented reality (AR).<\/p>

AR technology allows businesses to superimpose digital information on the real world, creating a more immersive and interactive customer experience. This technology has the potential to revolutionise the way businesses interact with their customers, and companies are already using it to improve customer engagement and satisfaction.<\/p>

One of the most popular ways that companies are using AR to enhance the customer experience is through the use of virtual try-ons. In the retail industry, this technology allows customers to virtually try on clothes, accessories, and makeup without needing to visit a store physically. This not only improves the shopping experience but also helps to reduce the number of returns. Companies like Sephora and L'Or\u00e9al have implemented virtual try-on technology in their mobile apps, allowing customers to see how different makeup looks on them before making a purchase.<\/p>

Another way that companies are using AR to enhance the customer experience is through virtual tours. This technology allows customers to virtually explore a property, product, or event before making a decision to visit or purchase. Companies like Wayfair and IKEA have implemented virtual tours in their mobile apps, allowing customers to see how furniture looks in their homes before purchasing.<\/p>

Similarly, real estate companies are using virtual tours to allow potential buyers to explore properties from the comfort of their own homes. AR is also being used to enhance the customer service experience. Companies like Lowe's and Home Depot have implemented AR technology in their mobile apps, allowing customers to view detailed product information, see how products look in different settings and even get virtual assistance from experts.<\/p>

This not only improves the customer service experience but also helps to reduce the amount of time customers spend in the store searching for the right product. Lastly, AR is also being used to enhance the customer experience by creating more interactive and engaging advertising.<\/p>

Companies like McDonald's and Coca-Cola have created AR-enabled ads that allow customers to interact with their products in a fun and exciting way. This improves brand awareness and encourages customers to visit their stores or websites to learn more about their products.<\/p>

In conclusion, augmented reality technology has the potential to revolutionise the way businesses interact with their customers. From virtual try-ons to virtual tours, companies already use AR to improve customer engagement and brand loyalty.<\/p>

As AR continues to evolve, so will the benefits. XPON futurist, Marcus Callon, suggests that \u201cAR and VR are only scratching the surface of its future capabilities, with easy-to-use XR storytelling technologies such as Holoscribe bridging the gap between content creators and marketers and immersive XR content.\u201d<\/p>","_et_gb_content_width":"","footnotes":""},"categories":[389],"tags":[455,421],"class_list":["post-7857","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog-au","tag-advertising-technology-au","tag-customer-experience-au"],"acf":[],"yoast_head":"\nWhy Customer Experience is driving AdTech | XPON | XPON Australia<\/title>\n<meta name=\"description\" content=\"Underpinning the most seamless and delightful customer experience is proficient data capture and utilisation. | XPON Australia\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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