{"id":7433,"date":"2024-02-05T16:07:30","date_gmt":"2024-02-05T10:37:30","guid":{"rendered":"https:\/\/easyinsights.ai\/blog\/?p=7433"},"modified":"2025-04-16T17:02:55","modified_gmt":"2025-04-16T11:32:55","slug":"how-data-activation-will-transform-performance-marketing-in-2024","status":"publish","type":"post","link":"https:\/\/easyinsights.ai\/blog\/how-data-activation-will-transform-performance-marketing-in-2024\/","title":{"rendered":"How Data Activation Will Transform Performance Marketing In 2024"},"content":{"rendered":"<span class=\"span-reading-time rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\">Reading Time: <\/span> <span class=\"rt-time\"> 6<\/span> <span class=\"rt-label rt-postfix\">minutes<\/span><\/span>\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"536\" src=\"https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2024\/02\/image-514-1024x536.png\" alt=\"data activation by easyinsights\" class=\"wp-image-7434\" srcset=\"https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2024\/02\/image-514-1024x536.png 1024w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2024\/02\/image-514-300x157.png 300w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2024\/02\/image-514-768x402.png 768w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2024\/02\/image-514-940x492.png 940w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2024\/02\/image-514-345x181.png 345w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2024\/02\/image-514-525x275.png 525w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2024\/02\/image-514-720x377.png 720w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2024\/02\/image-514-626x328.png 626w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2024\/02\/image-514-298x156.png 298w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2024\/02\/image-514-455x238.png 455w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2024\/02\/image-514-625x327.png 625w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2024\/02\/image-514-508x266.png 508w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2024\/02\/image-514-764x400.png 764w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2024\/02\/image-514-340x178.png 340w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2024\/02\/image-514-293x153.png 293w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2024\/02\/image-514-267x140.png 267w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2024\/02\/image-514-195x102.png 195w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2024\/02\/image-514-50x26.png 50w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2024\/02\/image-514-60x31.png 60w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2024\/02\/image-514.png 1200w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>As a seasoned marketer, you\u2019ve seen the landscape evolve from intuition-led campaigns to data-driven strategies. In 2024, the field of marketing is set for change yet again. But this time, marketers will ride the wave of data activation.<\/p>\n\n\n\n<p>Data activation promises to be the one solution for all your data problems. It unleashes insights locked within your data warehouse and makes them actionable, powering the creation of accurate customer profiles and effective personalization strategies.<\/p>\n\n\n\n<p>At a time when 57% of marketers feel they aren\u2019t well-equipped to leverage data for marketing, data activation isn&#8217;t just an option. It&#8217;s an imperative for success. So, let\u2019s explore how this simple concept will revolutionize marketing in 2024.<\/p>\n\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_81 ez-toc-wrap-center counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Jump ahead to:<\/p>\n<span class=\"ez-toc-title-toggle\"><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"#\" data-href=\"https:\/\/easyinsights.ai\/blog\/how-data-activation-will-transform-performance-marketing-in-2024\/#1_Data_Warehouse_Will_Be_the_Single_Source_of_Truth\" >1. Data Warehouse Will Be the Single Source of Truth<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"#\" data-href=\"https:\/\/easyinsights.ai\/blog\/how-data-activation-will-transform-performance-marketing-in-2024\/#2_Rise_of_Reverse_ETL_for_Data_Activation\" >2. Rise of Reverse ETL for Data Activation<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"#\" data-href=\"https:\/\/easyinsights.ai\/blog\/how-data-activation-will-transform-performance-marketing-in-2024\/#3_Collaboration_to_Drive_Performance\" >3. Collaboration to Drive Performance<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"#\" data-href=\"https:\/\/easyinsights.ai\/blog\/how-data-activation-will-transform-performance-marketing-in-2024\/#4_Emphasis_on_First-Party_Data_Activation\" >4. Emphasis on First-Party Data Activation<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"#\" data-href=\"https:\/\/easyinsights.ai\/blog\/how-data-activation-will-transform-performance-marketing-in-2024\/#5_Enhanced_Customer_Insights_through_Audience_Modeling\" >5. Enhanced Customer Insights through Audience Modeling<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"#\" data-href=\"https:\/\/easyinsights.ai\/blog\/how-data-activation-will-transform-performance-marketing-in-2024\/#6_Data-Driven_Media_Optimization\" >6. Data-Driven Media Optimization<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"#\" data-href=\"https:\/\/easyinsights.ai\/blog\/how-data-activation-will-transform-performance-marketing-in-2024\/#Start_Data_Activation_with_EasyInsights\" >Start Data Activation with EasyInsights<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"1_Data_Warehouse_Will_Be_the_Single_Source_of_Truth\"><\/span>1. Data Warehouse Will Be the Single Source of Truth<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>A data warehouse or data lake has always been the ultimate source of data. But truth be told, it only works for SQL-savvy tech people on the team. For marketers, the reality has been quite different, as they typically rely on marketing apps with separate data storage systems, disconnected from the central warehouse.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"867\" height=\"316\" src=\"https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2024\/02\/image-515.png\" alt=\"data activation process\" class=\"wp-image-7435\" srcset=\"https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2024\/02\/image-515.png 867w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2024\/02\/image-515-300x109.png 300w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2024\/02\/image-515-768x280.png 768w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2024\/02\/image-515-345x126.png 345w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2024\/02\/image-515-525x191.png 525w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2024\/02\/image-515-720x262.png 720w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2024\/02\/image-515-626x228.png 626w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2024\/02\/image-515-586x214.png 586w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2024\/02\/image-515-455x166.png 455w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2024\/02\/image-515-340x124.png 340w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2024\/02\/image-515-293x107.png 293w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2024\/02\/image-515-267x97.png 267w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2024\/02\/image-515-195x71.png 195w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2024\/02\/image-515-50x18.png 50w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2024\/02\/image-515-60x22.png 60w\" sizes=\"(max-width: 867px) 100vw, 867px\" \/><\/figure>\n\n\n\n<p><a href=\"https:\/\/cdn.corporatefinanceinstitute.com\/assets\/data-warehousing1-1024x505.png\"><em>Source<\/em><\/a><\/p>\n\n\n\n<p>Attempts to bridge this gap through Customer Data Platforms (CDPs) have had limited success. The process often involves moving data out of the warehouse to sync with end-user applications.&nbsp;<\/p>\n\n\n\n<p>This approach isn&#8217;t only counterproductive but provides marketers with second-hand data, which may not be the most recent. Furthermore, CDPs frequently struggle with seamless integration across diverse marketing tools, potentially leading to issues like data duplication and inaccuracies.<\/p>\n\n\n\n<p>Recognizing these challenges, the focus in 2024 is shifting toward empowering marketers and other non-technical team members with direct access to the data warehouse. This will transform data warehouses into centralized hubs for all consumer data, allowing for a more streamlined and consistent decision-making process.<\/p>\n\n\n\n<p><strong><em>Additional Read:<\/em><\/strong><em> <\/em><a href=\"https:\/\/easyinsights.ai\/blog\/the-ultimate-guide-to-marketing-data-warehousing-marketers-analysts-edition\/\"><em>The Ultimate Guide to Marketing Data Warehousing \u2013 Marketers &amp; Analysts Edition<\/em><\/a><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"2_Rise_of_Reverse_ETL_for_Data_Activation\"><\/span>2. Rise of Reverse ETL for Data Activation<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>In their quest to activate data in their data warehouse, brands will increasingly invest in Reverse ETL solutions. These tools provide a better solution to activate data than CDPs and iPaaS systems.<\/p>\n\n\n\n<p>These tools try to solve two major challenges of activating data:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>First, they sync customer data from warehouses downstream to business tools like Google Ads, Zendesk, Salesforce, etc.&nbsp;<\/li><li>Second, similar to ETL solutions, Reverse ETL tools provide low-code\/no-code interfaces to build integrations, model data, and extract insights.&nbsp;<\/li><\/ul>\n\n\n\n<p>The fact that leading Reverse ETL vendors have already raised <a href=\"https:\/\/tracxn.com\/d\/companies\/census\/__FdDr5SK34uBEmCKT-tI1hIL_ls20YWl0PEu3SyXMubg\">$80 to $90 million<\/a> in funding shows there\u2019s a huge demand for such solutions. Their adoption will only soar in 2024 and beyond.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"3_Collaboration_to_Drive_Performance\"><\/span>3. Collaboration to Drive Performance<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Stats suggest that over <a href=\"https:\/\/www.thinkwithgoogle.com\/marketing-strategies\/data-and-measurement\/marketing-collaboration-statistics\/\">93%<\/a> of marketers believe collaboration across marketing and analytics teams is essential to drive results. A huge part of data activation is to remove the marketing team\u2019s dependence on the data team. However, by no means does it aim to alienate one team from the other.<\/p>\n\n\n\n<p>Moving into 2024, we already have success stories around collaborative data activation. For instance, <a href=\"https:\/\/www.youtube.com\/watch?v=esN0VTgFy3g\">Canva<\/a> adds data analysts and scientists to various marketing teams to help them improve their performance.<\/p>\n\n\n\n<p>However, as more brands include no-code data activation tools in their data stack, there will be more collaborative opportunities to explore.&nbsp;<\/p>\n\n\n\n<p>Imagine marketers using point-and-click interfaces to create data models, while the data team monitors these models and optimizes them. This will help marketers work their way around data. As for the data teams, they will understand their marketing peer\u2019s goals better.<\/p>\n\n\n\n<p>Moreover, since these models are readily available within the warehouse, even the sales team can chime in. This is just one example of how data activation can drive collaboration and improve outcomes.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"4_Emphasis_on_First-Party_Data_Activation\"><\/span>4. Emphasis on First-Party Data Activation<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Today, privacy takes precedence over personalization. This is due to regulations like GDPR and CCPA, which restrict data transfer and the use of third-party cookies. Besides, customers now also expect brands to maintain privacy standards. It brings us to first-party data activation.<\/p>\n\n\n\n<p>Marketers who activate first-party data sources will hold an edge over the competition. It will help them deliver personalized experience, lower customer acquisition costs, and improve returns from campaigns.<\/p>\n\n\n\n<p>While 75% of marketers still use third-party cookies, Google\u2019s decision to end the support for third-party cookies by 2024 should prompt them to act. Also, <a href=\"https:\/\/www.thinkwithgoogle.com\/consumer-insights\/consumer-trends\/first-party-marketing-data-statistics\/\">9 out of 10 marketers<\/a> already consider first-party data crucial for growth. So, first-party data activation should become a norm soon.<\/p>\n\n\n\n<p><strong><em>Additional Read:<\/em><\/strong><em> <\/em><a href=\"https:\/\/easyinsights.ai\/blog\/googles-third-party-cookie-purge-complete-timeline-its-implications-and-strategies-for-cookieless-marketing\/\"><em>Google\u2019s Third-Party Cookie Purge: Its Complete Timeline, and Approach to Cookieless Marketing<\/em><\/a><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"5_Enhanced_Customer_Insights_through_Audience_Modeling\"><\/span>5. Enhanced Customer Insights through Audience Modeling<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Marketers aren\u2019t new to audience modeling. You already leverage techniques like segmentation to create custom audiences based on user data. However, data activation will change how you approach modeling.<\/p>\n\n\n\n<p>We expect to see data activation platforms introduce advanced audience modeling with improved accuracy and granularity. These include:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>Predictive Modeling<\/strong><\/li><\/ul>\n\n\n\n<p>Predictive modeling uses advanced analytics to model your audiences based on their demographic and purchase behavior. This will come in handy when creating audiences based on, for example, purchase probability. Then, you can target these audiences through Google Ads or your email campaigns.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"867\" height=\"316\" src=\"https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2024\/02\/image-516.png\" alt=\"predictive modeling depicted\" class=\"wp-image-7436\" srcset=\"https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2024\/02\/image-516.png 867w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2024\/02\/image-516-300x109.png 300w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2024\/02\/image-516-768x280.png 768w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2024\/02\/image-516-345x126.png 345w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2024\/02\/image-516-525x191.png 525w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2024\/02\/image-516-720x262.png 720w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2024\/02\/image-516-626x228.png 626w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2024\/02\/image-516-586x214.png 586w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2024\/02\/image-516-455x166.png 455w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2024\/02\/image-516-340x124.png 340w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2024\/02\/image-516-293x107.png 293w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2024\/02\/image-516-267x97.png 267w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2024\/02\/image-516-195x71.png 195w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2024\/02\/image-516-50x18.png 50w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2024\/02\/image-516-60x22.png 60w\" sizes=\"(max-width: 867px) 100vw, 867px\" \/><\/figure>\n\n\n\n<p><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>Lookalike Modeling<\/strong><\/li><\/ul>\n\n\n\n<p>This technique will be useful for you if you already have segmented audiences. It builds upon your current segments by analyzing customer data and finding prospects who share the same characteristics. If you have ideal customer profiles, this will help you easily identify prospects fit for your marketing campaigns.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"386\" src=\"https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2024\/02\/image-517.png\" alt=\"lookalike modeling depicted\" class=\"wp-image-7437\" srcset=\"https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2024\/02\/image-517.png 600w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2024\/02\/image-517-300x193.png 300w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2024\/02\/image-517-291x187.png 291w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2024\/02\/image-517-441x284.png 441w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2024\/02\/image-517-527x339.png 527w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2024\/02\/image-517-242x156.png 242w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2024\/02\/image-517-370x238.png 370w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2024\/02\/image-517-508x327.png 508w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2024\/02\/image-517-413x266.png 413w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2024\/02\/image-517-455x293.png 455w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2024\/02\/image-517-340x219.png 340w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2024\/02\/image-517-293x188.png 293w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2024\/02\/image-517-267x172.png 267w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2024\/02\/image-517-195x125.png 195w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2024\/02\/image-517-345x222.png 345w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2024\/02\/image-517-50x32.png 50w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2024\/02\/image-517-60x39.png 60w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/><\/figure>\n\n\n\n<p><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>Algorithmic Modeling<\/strong><\/li><\/ul>\n\n\n\n<p>This modeling technique relies on data from various sources and applies machine learning and various economic theories to identify ideal prospects. It also helps you create marketing strategies to target these prospects.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"6_Data-Driven_Media_Optimization\"><\/span>6. Data-Driven Media Optimization<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Brands waste almost 40% of their media budget, and poor data quality is to blame. Marketers either end up targeting the wrong audience or oversaturate an audience with ads, causing ad fatigue. This is where data activation will again come to your rescue. Here\u2019s how:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>Frequency Capping<\/strong><\/li><\/ul>\n\n\n\n<p>We\u2019ve already talked about how data activation helps you create granular segments for accurate targeting. However, by leveraging data management platforms, marketers will customize their campaigns to only target users who meet certain criteria, mitigating the issue of ad saturation.<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>Audience Suppression Monitoring<\/strong><\/li><\/ul>\n\n\n\n<p>Businesses already use APIs for audience suppression in real time. However, it\u2019s difficult for marketers to monitor which audiences get suppressed. But that will change as businesses integrate sophisticated tools that monitor suppression in real time.<\/p>\n\n\n\n<p>This will help marketers identify user groups who are less likely to interact with their ads. Equipped with better customer awareness, marketers can optimize their future campaigns for better results.<\/p>\n\n\n\n<p><strong><em>Additional Read:<\/em><\/strong> <a href=\"https:\/\/easyinsights.ai\/blog\/google-ads-marketers-guide-to-performance-max-campaigns\/\"><em>Google Ads \u2013 Marketer\u2019s Guide to Performance Max Campaigns<\/em><\/a><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Start_Data_Activation_with_EasyInsights\"><\/span>Start Data Activation with EasyInsights<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>It is evident that data activation will make a huge impact this year. It will enable marketers to leverage insights locked in their data warehouse and use them to drive results. It will also provide more collaboration opportunities across various teams.&nbsp;<\/p>\n\n\n\n<p>Now, it\u2019s your turn to democratize data at your workplace <a href=\"https:\/\/easyinsights.ai\/\">EasyInsights<\/a> is one tool that will help you activate data.&nbsp;<\/p>\n\n\n\n<p>EasyInsights is a data automation platform that comes with Reverse ETL capabilities. It lets you sync data directly from your warehouse to any operational tool you use. Moreover, its no-code interface allows you to transform and visualize data with ease.&nbsp;<\/p>\n\n\n\n<p><a href=\"https:\/\/easyinsights.ai\/book-demo\">Book a demo today to see EasyInsights in action!<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>As a seasoned marketer, you\u2019ve seen the landscape evolve from intuition-led campaigns to data-driven strategies. In 2024, the&hellip;<\/p>\n","protected":false},"author":13,"featured_media":7434,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[16],"tags":[242,243,245],"class_list":["post-7433","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital-marketing","tag-data-activation","tag-data-activation-platform","tag-reverse-etl"],"aioseo_notices":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.3.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How Data Activation Transforms Performance Marketing | 2024<\/title>\n<meta name=\"description\" content=\"Data activation is the latest buzzword in the world of marketing. Read how it is set to revolutionize marketing in 2024.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/easyinsights.ai\/blog\/how-data-activation-will-transform-performance-marketing-in-2024\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How Data Activation Transforms Performance Marketing | 2024\" \/>\n<meta property=\"og:description\" content=\"Data activation is the latest buzzword in the world of marketing. 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