Here are five steps we take to get you started:

Step 1: Assess your technology stack

This includes the tools and platforms that you use to collect and analyze online and offline data, as well as the channels that you use to reach your audience. We will determine the gaps in your technology stack and that it is capable of handling the data that you will need to collect and store.

Step 2: Audit of first-party IDs

Next, you need to collect first-party IDs. These are unique identifiers that you can use to track your audience across different channels and devices. Collecting first-party IDs is essential for building out a contextual messaging to your current authenticated customers, as it allows you to personalize your messaging based on the user's behavior and preferences.

Step 3: Leverage third-party IDs

In addition to collecting first-party IDs, you should also leverage third-party IDs. These are identifiers that are collected by third-party providers, such as social media platforms, ad networks, or data aggregators ie Acxiom, Clairitas, LIveramp, and others . By using third-party IDs, you can expand your audience reach and target users who may not be in your first-party data set.

Step 4: Map out customer journeys

Once you have collected your first-party and third-party IDs, you need to map out your customer journeys. This involves identifying the touchpoints that your audience has with your brand and creating a personalized messaging strategy for each touchpoint. By mapping out customer journeys, you can ensure that your messaging is relevant and engaging for each user.

Step 5: Identify use cases

Finally, you need to identify use cases for your contextual marketing plan. This involves identifying specific scenarios where contextual marketing can be used to drive engagement and conversions. For example, you might use contextual marketing to target users who have abandoned their shopping carts or to promote a new product launch to your most loyal customers.