When COVID-19 took hold in March, many businesses put their 2020 marketing plans in the bin. Consumer behaviour changed so much that it made no sense to invest in outdoor billboards, in-store merchandising, or ads on rush hour radio. Instead, overnight everything went online and businesses ramped up their digital marketing like never before. 

But digital advertising is a specialised, fast-paced and competitive world and, for many it comes at a time when businesses can ill afford to experiment with unproven marketing tactics. 

Additionally, data’s place in digital marketing is about to change profoundly. Due to new data regulations, Google will ban cookies by 2022. This is good news for privacy. Yet it’s rattling businesses who use that data to make better marketing decisions.

This will pave the way for a new kind of Internet that marketers will have to adapt to. It’s going to be paramount that they get data directly from consumers.

Data curation company, Pureprofile (ASX: PPL), is in a perfect position to help companies do just that.  

“If you’re trying to make good decisions on data, it’s getting harder and harder to get that data due to changing privacy requirements. Ironically, global data is growing 30% a year, but because of market trends, the insight and intelligence is getting harder.” said CEO Martin FIlz in an interview with Reach Markets.

Pureprofile surveys people to collect consensual and anonymised data. Businesses can then use the data and insights to improve their marketing campaigns.

The company collects data by rewarding people for answering surveys and from behavioural data provided by partners. All the data is anonymised and permission-based.

Underpinned by proprietary technology, Pureprofile curates data quickly and with greater flexibility for a broad range of clients including agencies, universities, not-for-profits, and other data companies. Some key partnerships include News Corp, Raiz, and AA Smartfuel (NZ).

Pureprofile clients can opt for a quick sentiment poll or dive into behavioural and market trends through templates, live panels, data dashboards, or by working with a company consultant. 

“We also have a media team that can activate those insights. 90% of all research that’s done is really so a client can get more action to happen. Having a media arm closes the loop on that,” says Filz .

With a 20-year history and offices on four continents, Pureprofile is a well-established company with a proven track record.

On Tuesday 29 September we have invited Pureprofile CEO Martin Filz to speak at a special live webcast. He will discuss how PPL’s next-generation direct-to-consumer technology platforms make Pureprofile a global leader in market research and insights. If you would like to attend you can book your spot here. 

Reach Markets have been engaged by PPL to help manage their investor communications.