The start of the second half of the fiscal is a natural point for businesses to look back and reevaluate. In any year, marketers might look back at goals set in January and compare actuals to projections. But due to current events, many will find that mid-year 2020 is anything but 'as planned' on several levels. A mid-year evaluation of what worked and what didn't in this stifled operating environment will be key – especially across digital channels which were the main mode of sales in most regions for many months.

Did you effectively reach and engage customers? Are there any patterns on cart abandonment? What can you learn from these findings that will inform a stronger rebound in the second half?

Whether you're prioritizing an individualization strategy for your existing base or seeking new prospects in the back half of the year, contextual intelligence can help drive real value. Validating and enriching your brand's own customer data with comprehensive third-party intelligence can provide a deeper, more holistic understanding of existing and prospective customers. Knowing more about preferences, needs, habits, and behaviors outside of known brand interactions can help marketers hone their new acquisition messaging and tactics.