Hari Krishnan Structured data is the missing link in marketing. It enables better decision-making, boosts campaign ROI, and improves customer engagement.
As marketers increase their investments in data-driven tools, many campaigns still falter due to a fundamental issue: poor-quality data. Despite the surge in data collection, many marketing teams find themselves drowning in fragmented, unorganized information. The result? Wasted budgets, inaccurate performance metrics, and weak customer engagement.
Structured data—organized, consistent information that connects marketing touchpoints—is the solution. Without it, marketers rely on disconnected data points that fail to offer a clear picture of customer behavior. McKinsey’s research underscores this, revealing that companies using structured data to track creative assets and campaign performance see a 20% improvement in content ROI.
The stakes are high. Companies lose an average of $12.9 million annually due to unreliable data, and marketing teams are often the hardest hit. As third-party tracking becomes increasingly restricted, platforms like Google and Meta that once provided rich behavioral insights are now harder to leverage, making structured first-party data more critical than ever.
The growing reliance on artificial intelligence (AI) also highlights the need for structured data. AI can enhance customer personalization and optimize campaigns, but its effectiveness is limited without a solid data foundation. Marketing technology platforms like Medialake are now adapting, allowing teams to tag, categorize, and analyze creative assets in real time—leading to up to a 30% boost in marketing efficiency.
As marketing tools evolve, structured data is proving to be not just an operational necessity but a competitive advantage. By embracing structured data, brands can unlock deeper insights, optimize campaigns, and drive better ROI.
