A quick update to your paid media strategy that is critical for success: Focus on cleaning up and leveraging 1st party data and have a 1st party data strategy.
Why is this important?
1st party data is integral in effective digital campaign measurement through different integrations to advertising platforms. If you do not have a strategy for collecting or deploying this data, you are falling behind your competitors.
How Can I stay on track?
Ensure a clean collection of 1P data, and work on getting these platforms integrated with the different ad platforms you leverage as an organization. This data improves the impact of the algorithms by linking the algorithms to data that holds true business value (MQL, SQL, Closed Deal, Transaction etc.)
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