Additionally, companies may find that data quality across departments is inconsistent and untrustworthy. They may also lack mature data analytics capabilities. Many organizations have not advanced on this front because some marketers and salespeople may not have complete and accurate data. The ability to act on data in real time helps companies make informed decisions and tailor messages based on insights.ĭata activation enables the collection, storage, categorization and analysis of customer data at a time when some companies still use intuition rather than customer data to make marketing decisions. Instead of using assumptions, data activation employs quantitative, analytical means of measuring results based on historical customer activities, demographics and buying patterns to help organizations with both digital marketing and traditional marketing campaigns.

Data activation is a marketing approach that uses consumer information and data analytics to help companies gain real-time insight into target audience behavior and plan for future marketing initiatives.

What is a digital activation point