[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fmedia-solutions\u002Fmodern-data-stack":3},{"date":4,"date_gmt":4,"content":5,"coauthors":7,"class_list":9,"acf":15,"head_links":147,"breadcrumbs":148,"head":158},"2024-04-08T11:50:55",{"rendered":6},"",[8],164,[10,11,12,13,14],"post-27798","page","type-page","status-publish","hentry",{"hero":16,"page_content_modules":23},{"type":17,"style":18,"image":19,"background_video_hd":19,"background_video_sd":19,"title":20,"heading":21,"intro":22,"award_logos":19,"button_text":6,"button_link":6},"standard","dark",false,"Modern marketing data stack","Make attribution and first-party data to work for you","\u003Cp>Lead the way in the swiftly evolving marketing technology and first-party data management landscape\u003C\u002Fp>\n",[24,30,47,64,74,81,98,142],{"acf_fc_layout":25,"reduced":26,"top_overlap":27,"bottom_underlap":27,"disable_observer":-1,"heading":28,"content":29},"full_width_text",true,"small","How can a modern marketing data stack help your business?","\u003Cp>The effectiveness of your marketing relies heavily on the right quantity and quality of privacy-compliant, robust data driving your efforts. A modern marketing data stack allows you to meticulously track, activate, measure, and analyse your efforts, empowering you to effectively pinpoint, engage, and convert prospects into loyal customers.\u003C\u002Fp>\n\u003Cp>Stakeholders seek access to a comprehensive range of valuable data at all times, including both first-party and third-party data from traditional and digital channels, to establish a unified \u003Cb>singular customer view\u003C\u002Fb>. \u003C\u002Fp>\n\u003Cp>This supports you in tackling challenges such as constraints on mobile device tracking, the phasing out of third-party cookies, and the ever-expanding landscape of privacy and regulatory requirements. A robust marketing data stack comprises various software solutions tailored to gather, process, and store data.\u003C\u002Fp>\n",{"acf_fc_layout":31,"reduced":26,"top_overlap":27,"bottom_underlap":32,"disable_observer":-1,"heading":33,"intro":34,"columns":35,"style":18,"layout":36,"grid_items":37},"linked_content_grid","none","Marketing data stack services we offer","\u003Cp>Our teams are well-versed in advertising technology, marketing technology, cloud marketing SaaS vendors and Google Cloud. We’d love to talk to you more about your specific challenges – please get in touch if you think we can help.\u003C\u002Fp>\n","3","left-margin",[38,41,44],{"title":39,"content":40,"link":6},"Modern Measurement ","\u003Cp>Modern marketing requires sophisticated media measurement. As consent and privacy legislation come into effect, you need privacy-safe analytics which allows you to access the insights you need. Modern measurement consists of effective modelling and testing, including Media Mix Modelling and Incrementality testing.\u003C\u002Fp>\n",{"title":42,"content":43,"link":6},"Customer Data Platform","\u003Cp>CDPs provide you with a unified single customer view and can allow you to enrich your customer data. From this, you can leverage this data by inserting it back into your business applications (reverse ETL) to develop better customer and personalised marketing experiences (identity resolution).\u003C\u002Fp>\n",{"title":45,"content":46,"link":6},"Data Warehouse & Business Intelligence","\u003Cp>Implement robust enterprise-level solutions and testing protocols to construct a comprehensive digital data strategy tailored for large-scale corporate entities. This involves employing advanced techniques, software, and tools such as ETL solutions, cloud computing, and data visualisation, alongside integrating and modelling data effectively. Guarantee the quality and seamless integration of your enterprise’s technology infrastructure to accommodate larger, intricate databases.\u003C\u002Fp>\n",{"acf_fc_layout":31,"reduced":26,"top_overlap":27,"bottom_underlap":32,"disable_observer":-1,"heading":48,"intro":49,"columns":35,"style":50,"layout":36,"grid_items":51},"Gain access to cleaner, insightful data","\u003Cp>With better data, your business will be more able to leverage efficiencies and grow through superior advertising, digital experiences and overall growth strategy.\u003C\u002Fp>\n","light",[52,56,60],{"title":53,"content":54,"link":55},"Paid Media Advertising","\u003Cp>Better data means better audiences, better targeting and ultimately better ads. We help you connect your first-party data sources, both online and offline to your advertising platforms so you can make the most of the hard-won customer data you hold. Build new audiences for exclusions and to find lookalikes.\u003C\u002Fp>\n","\u002Fpaid-media\u002F",{"title":57,"content":58,"link":59},"Digital Experience","\u003Cp>Leverage a greater first-party identity graph across both \u003Ca href=\"\u002Fblog\u002Femail-marketing\u002F\">email marketing automation\u003C\u002Fa> and \u003Ca href=\"\u002Fdigital-experience\u002Fcro\u002F\">conversion rate optimisation\u003C\u002Fa> through personalisation and user-level experimentation. Understand what makes your customers tick and what motivates them to engage and ultimately shop with you. Personalisation can take the form of 1-2-1.\u003C\u002Fp>\n","\u002Fdigital-experience\u002F",{"title":61,"content":62,"link":63},"Digital Strategy","\u003Cp>Leverage the full potential of your data. Build a strategy that is based on rich data and insight – and uncover recommendations that are measurable through a defined testing methodology. Discover the true LTV of your customers and optimise the value of your media channels through bespoke modelling.\u003C\u002Fp>\n","\u002Fdigital-marketing\u002Fstrategy\u002F",{"acf_fc_layout":65,"reduced":26,"top_overlap":27,"bottom_underlap":27,"disable_observer":-1,"style":66,"layout":67,"heading":68,"intro":69,"cta_text":70,"cta_link":71,"columns":72,"show_steps":19,"grid_items":73},"large_column_text","blue","logo_grid","Our approach to modern marketing data stack","\u003Cp>We consult with your marketing and\u002For product teams to tie together the platforms necessary to build robust data pipelines in both cloud-connected data warehouses and your favourite SaaS vendors — and importantly — make the most of it.   \u003C\u002Fp>\n\u003Cp>Driven by regulatory change and technological advancements, we’re seeing many more mid-market and enterprises build advanced marketing capabilities by connecting their disparate data with their marketing and digital experience efforts in a privacy-safe manner. \u003C\u002Fp>\n\u003Cp>Conversely, we’re seeing businesses that have collected multitudes of data points but aren’t able to activate them quickly enough to make the exercise worthwhile.\u003C\u002Fp>\n\u003Cp>We can help you make sense of the options and benefits to you, in each of these scenarios. \u003C\u002Fp>\n","Get in touch with our team","\u002Fget-in-touch\u002F","4",[],{"acf_fc_layout":75,"reduced":26,"top_overlap":27,"bottom_underlap":27,"disable_observer":-1,"heading":76,"faqs":77},"faqs","Data stack FAQs",[78],{"title":79,"text":80},"What is a modern marketing data stack?","\u003Cp>A data stack refers to a set of tools that you can use to collect, manage, analyse, and leverage data for your marketing efforts. It can include a combination of data collection tools, data integration platforms, data warehousing, analytics tools, CRMs, marketing automation software, business intelligence (BI) tools, and attribution and measurement solutions. There is no one size fits all approach as every business is unique.\u003C\u002Fp>\n",{"acf_fc_layout":82,"reduced":26,"top_overlap":27,"bottom_underlap":27,"disable_observer":-1,"heading":83,"style":66,"cta_link":84,"cta_text":85,"services":86},"related_services","Related data stack services","\u002Fdigital-marketing\u002F","See all digital marketing services",[87,91,94],{"title":88,"link":89,"description":90},"Media Measurement","\u002Fmedia-solutions\u002Fmeasurement\u002F","Our media mix modelling consultancy gives you a true picture of the influences on your sales beyond just your media buys.",{"title":92,"link":63,"description":93},"Digital Marketing Strategy","Our approach to digital marketing strategy is based on rich data and insight, with a clearly defined testing methodology.",{"title":95,"link":96,"description":97},"Analytics","\u002Fanalytics\u002F","Digital analytics serves as a crucial tool for businesses, offering deep insights into website performance and user behaviour.",{"acf_fc_layout":99,"reduced":26,"top_overlap":27,"bottom_underlap":27,"disable_observer":-1,"heading":100,"cta_text":101,"cta_link":102,"items":103},"related_module","Related data stack blogs ","See all articles","\u002Fblog\u002F",[104,119,130],{"type_key":105,"title":106,"excerpt":107,"to":108,"postedAt":109,"readingTime":110,"image":111,"authors":112,"category":116},"post","Demystifying customer RFM segmentation and analysis","\u003Cp>In the intricate landscape of marketing strategies, RFM segmentation is a powerful tool for businesses aiming to tailor and optimise their approach to individual customer marketing. What is RFM segmentation? RFM stands for Recency, Frequency, and Monetary Value, three critical dimensions that are pivotal in understanding customer behaviour, engagement and ultimately – value. Let’s demystify […]\u003C\u002Fp>\n","\u002Fblog\u002Fdemystifying-rfm-segmentation-analysis\u002F","2024-07-24T16:24:11",3,"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F01\u002Fnathan-dumlao-pMW4jzELQCw-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",[113],{"name":114,"image":115},"Aaron Dicks","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":117,"name":118},"\u002Fblog\u002Fcategory\u002Fmeasurement\u002F","Measurement",{"type_key":105,"title":120,"excerpt":121,"to":122,"postedAt":123,"readingTime":110,"image":124,"authors":125,"category":127},"Leveraging reverse ETL in digital advertising platforms","\u003Cp>In the dynamic landscape of digital marketing, the ability to integrate analytical insights with operational systems is becoming increasingly crucial. One key technology that is facilitating this integration is reverse ETL, a process that involves moving data from a data warehouse or analytics platform to other systems. Reverse ETL can be a game-changer for digital […]\u003C\u002Fp>\n","\u002Fblog\u002Fleveraging-reverse-etl-in-digital-advertising-platforms\u002F","2024-08-01T16:31:08","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F11\u002Fsimon-lee-zft-W1kVEhg-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",[126],{"name":114,"image":115},{"to":128,"name":129},"\u002Fblog\u002Fcategory\u002Fdata-engineering\u002F","Data Engineering",{"type_key":105,"title":131,"excerpt":132,"to":133,"postedAt":134,"readingTime":135,"image":136,"authors":137,"category":139},"Consent management platforms: Upholding privacy and compliance for advertisers","\u003Cp>In an era where online privacy and data protection are paramount concerns of internet users, website operators must navigate a complex landscape of regulations and user expectations. One crucial tool is a Consent Management Platform (CMP); a comprehensive middleware solution designed to manage user consent for data collection and processing by third parties.  Consent Management […]\u003C\u002Fp>\n","\u002Fblog\u002Fconsent-management-platforms-privacy-compliance\u002F","2023-11-21T11:18:00",4,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F11\u002Fprivacy-consent-padlock-1.jpg?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",[138],{"name":114,"image":115},{"to":140,"name":141},"\u002Fblog\u002Fcategory\u002Fdigital-marketing\u002F","Digital Marketing",{"acf_fc_layout":143,"reduced":26,"top_overlap":32,"bottom_underlap":32,"disable_observer":-1,"heading":144,"title":145,"intro":146},"form_cta","Find out what we can do for your business","GET IN TOUCH","\u003Cp>Fill out the form, give us a call or drop us an email. We look forward to hearing from you.\u003C\u002Fp>\n",[],[149,152,155],{"path":150,"name":151},"\u002F","Home",{"path":153,"name":154},"\u002Fmedia-solutions\u002F","Media Solutions",{"path":156,"name":157},null,"Modern Marketing Data Stack",{"title":159,"script":160,"meta":277,"link":320},"Modern Marketing Data Stack | First-Party Data | Impression",[161],{"type":162,"key":163,"innerHTML":164},"application\u002Fld+json","yoast-json-ld",{"@context":165,"@graph":166},"https:\u002F\u002Fschema.org",[167,178,189,201,268],{"@type":168,"@id":169,"url":169,"name":159,"isPartOf":170,"datePublished":172,"dateModified":173,"description":174,"breadcrumb":175,"inLanguage":177},"WebPage","https:\u002F\u002Fwww.impressiondigital.com\u002Fmedia-solutions\u002Fmodern-data-stack\u002F",{"@id":171},"https:\u002F\u002Fwww.impressiondigital.com\u002F#website","2024-04-08T11:50:55+00:00","2025-03-13T14:10:01+00:00","Upgrade to a modern marketing data stack to put your attribution and first-party data to work for you. Understand how to better and more accurately pinpoint, engage, and convert prospects into loyal customers.",{"@id":176},"https:\u002F\u002Fwww.impressiondigital.com\u002Fmedia-solutions\u002Fmodern-data-stack\u002F#breadcrumb","en",{"@type":179,"@id":176,"itemListElement":180},"BreadcrumbList",[181,185,188],{"@type":182,"position":183,"name":151,"item":184},"ListItem",1,"https:\u002F\u002Fwww.impressiondigital.com\u002F",{"@type":182,"position":186,"name":154,"item":187},2,"https:\u002F\u002Fwww.impressiondigital.com\u002Fmedia-solutions\u002F",{"@type":182,"position":110,"name":157},{"@type":190,"@id":171,"url":184,"name":191,"description":6,"publisher":192,"inLanguage":194,"potentialAction":195},"WebSite","Impression",{"@id":193},"https:\u002F\u002Fwww.impressiondigital.com\u002F#organization","en-GB",{"@type":196,"target":197,"query-input":200},"SearchAction",{"@type":198,"urlTemplate":199},"EntryPoint","https:\u002F\u002Fwww.impressiondigital.com\u002Fsearch?q={search_term_string}","required name=search_term_string",{"@type":202,"@id":193,"name":191,"url":184,"logo":203,"image":209,"sameAs":210,"@context":214,"email":215,"foundingDate":216,"legalName":217,"vatID":218,"description":219,"telephone":220,"address":221,"location":228,"areaServed":261},"Organization",{"@type":204,"inLanguage":194,"@id":205,"url":206,"contentUrl":206,"width":207,"height":208,"caption":191},"ImageObject","https:\u002F\u002Fwww.impressiondigital.com\u002F#\u002Fschema\u002Flogo\u002Fimage\u002F","https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F06\u002FA5LuTDrq-Impression_Wordmark.png",920,176,"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F04\u002FFAVxDeOS-Nottingham.jpg",[211,212,213],"https:\u002F\u002Fwww.linkedin.com\u002Fcompany\u002Fimpression-digital-limited","https:\u002F\u002Fwww.facebook.com\u002Fimpression\u002F","https:\u002F\u002Fwww.instagram.com\u002Fimpressiontalk\u002F","https:\u002F\u002Fwww.schema.org\u002F","hello@impressiondigital.com","2012-11-07","Impression Digital Limited","GB186363774","Impression is an award-winning digital marketing agency based in the UK and USA. We offer SEO agency, PPC agency, Digital PR agency and Analytics services to companies of all sizes across the UK, North America, Europe and beyond. Get in touch with us if you think we can work together.","01158 242 212",{"@type":222,"streetAddress":223,"addressLocality":224,"addressRegion":225,"postalCode":226,"addressCountry":227},"PostalAddress","Fothergill House, 16 King Street","Nottingham","Nottinghamshire","NG1 2AS","United Kingdom",[229,238,250],{"@type":230,"name":231,"geo":232,"address":236,"photo":209,"telephone":237},"Place","Impression Digital - Nottingham",{"@type":233,"latitude":234,"longitude":235},"GeoCoordinates","52.95501401025914","-1.1494887460285232",{"@type":222,"streetAddress":223,"addressLocality":224,"addressRegion":225,"postalCode":226,"addressCountry":227},"+44 01158 242 212",{"@type":230,"name":239,"geo":240,"address":243,"photo":248,"telephone":249},"Impression Digital - London",{"@type":233,"latitude":241,"longitude":242},"51.50237208377361","-0.09229841534284115",{"@type":222,"streetAddress":244,"addressLocality":245,"addressRegion":246,"postalCode":247,"addressCountry":227},"201 Borough High St","Southwark","London","SE1 1JA","https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F04\u002FwD0pPVWz-London.jpg","+44 020 7112 8148",{"@type":230,"name":251,"geo":252,"address":255},"Impression Digital - New York",{"@type":233,"latitude":253,"longitude":254},"40.726722746949","-74.00527778220652",{"@type":222,"streetAddress":256,"addressLocality":257,"addressRegion":258,"postalCode":259,"addressCountry":260},"160 Varick St","New York","NY","10013","USA",[262,265,267],{"@type":263,"name":264},"Country","Worldwide",{"@type":263,"name":266},"GBR",{"@type":263,"name":260},{"@type":269,"mainEntity":270,"@id":276,"url":169},"FAQPage",[271],{"@type":272,"name":79,"acceptedAnswer":273},"Question",{"@type":274,"text":275},"Answer","\u003Cp>A data stack refers to a set of tools that you can use to collect, manage, analyse, and leverage data for your marketing efforts. It can include a combination of data collection tools, data integration platforms, data warehousing, analytics tools, CRMs, marketing automation software, business intelligence (BI) tools, and attribution and measurement solutions. There is no one size fits all approach as every business is unique.\u003C\u002Fp>","https:\u002F\u002Fwww.impressiondigital.com\u002Fmedia-solutions\u002Fmodern-data-stack\u002F#faqpage",[278,280,283,286,289,291,293,295,297,300,302,305,308,311,314,317],{"name":279,"content":174},"description",{"name":281,"content":282},"robots","index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1",{"property":284,"content":285},"og:locale","en_GB",{"property":287,"content":288},"og:type","article",{"property":290,"content":159},"og:title",{"property":292,"content":174},"og:description",{"property":294,"content":169},"og:url",{"property":296,"content":191},"og:site_name",{"property":298,"content":299},"article:publisher","https:\u002F\u002Fwww.facebook.com\u002Fimpression",{"property":301,"content":173},"article:modified_time",{"property":303,"content":304},"og:image","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FABFPXguH-Opengraph-BLUE.jpg?auto=compress%2Cformat&q=90",{"property":306,"content":307},"og:image:width",1200,{"property":309,"content":310},"og:image:height",630,{"property":312,"content":313},"og:image:type","image\u002Fjpeg",{"name":315,"content":316},"twitter:card","summary_large_image",{"name":318,"content":319},"twitter:site","@impressiontalk",[]]