For a marketer, identity and identity information using 1st and 3rd party data to improve the customer’s journey should be the main focus. Marketers have to navigate a conglomerate environment to get their message to the consumer through digital marketing. Data-driven digital marketing is hard to achieve but it will be totally worth it. 

Addressability has also played a huge part in the evolution of data-driven digital marketing. Between 1995-2005, audiences were aggregated by content in portals like MSM and Yahoo. Between 2005-2009, advertisers as Google and rose up, focusing on optimization and scaling niche content. As time went by, and data became more available, we started to see differentiation created by technology and lastly, differentiation created by data integration and analytics, with the rise of Google Ads, Facebook, Twitter, etc. 

Consumers don’t build relationships on touchpoints, but on the sum of interactions, which should be placed intentionally in the customer’s journey to drive efficiency, increase value and have a cohesive customer experience, and the only way to do this is through the collection and analysis of data.