Trends Report

Maximize Walled Gardens Without Sacrificing Customer Intelligence

Marketers Negotiate The Tradeoff Between Data Accuracy And Ownership In Their Bid To Achieve Customer Centricity

April 27th, 2016
Samantha Merlivat, null
Samantha Merlivat
With contributors:
Brigitte Majewski , Richard Joyce , Fatemeh Khatibloo , Kasia Madej , Laura Glazer

Summary

A lot of ink has been spilled over the ascendance of media walled gardens in 2015. Their proposition is compelling: using deterministic customer identifications, companies like Google and Facebook provide marketers with the strongest cross-device targeting and measurement for advertising. But access to the walled gardens' audiences comes with certain conditions attached — one of which is the lack of visibility on event- or user-level data. This report evaluates the short- and long-term implications of consolidating spend with walled gardens in terms of not just media buying but also strategic customer intelligence.

Want to read the full report?

Contact us to become a client

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.