During a recent roundtable discussion with data heads at The Drum Network, our team shared a data trend that they felt should be on their peers' radars. Here's an in-depth look at The Drum , the new data and privacy playbook, their answer.
Rebecca Vail, Marketing Strategist, Rawnet: “I love seeing the growth of real-time data and real-time reports. As this shift occurs, we're seeing a shift in the way customers see data. It's an outdated attitude that customers are very used to seeing. All historical in reporting, but that's about to change. Is this change in reporting going to change anything else that makes the customer think, 'okay, let's look at this in real time, what other decisions can we make?' Department or specialty?” Are there other areas that will be impacted by this information that we can take action on? Ultimately, all of this will increase sales and brand reputation.”
Jonathan D'Souza-Roto, Product Manager, Plaintiff, Kepler: “One of the most interesting solutions I've seen on the market today is the data washroom concept. They're really trying to meet privacy and data ethics requirements to do things that third-party cookies can't do, but to do it in an appropriate way. At the beginning of the year, the IAB officially defined what a clean room is. There will be more vendors in the space – whether walled or neutral – buying the cleanroom solutions that agencies and advertisers need.”
Jonathan Aina, Head of MG Platform, MG Empower: “There are so many touchpoints now. It is no longer a funnel but a chart. I'm looking forward to seeing how different solutions try to solve the problem of figuring out where to put them.” it. To achieve the desired result, search for content, advertising, or activation.
“What's interesting in the social and influencer space right now is how we're using social media analytics. Influencer marketing may sound weak, but when you look at the nano and micro scale, there is a lot of potential. We did some experimental work and.” We found that nano and micro marketing is better than any other approach. The times gave better results.
"Now we're trying to understand the butterfly effect: we're not looking at a single effect, we're looking at the impact ." With real-time insights, we're not managing jobs and release reports at the end; We looked at the performance of each phase and combined the different aspects to get an overall result. We will see many solutions trying to achieve this in different ways.”
Giuseppe Licari, CEO and Co-Founder of GreenJinn: “These are difficult times with many changes. We need to keep following the market and knowing where the data blind spots are. Every problem can create opportunities. If we can the data pie is bigger. Businesses (and consumers, if properly managed and value distributed) benefit from this. We have to take this seriously: the data has to be robust and credible. There's a real opportunity to bring some of the right innovations to market."
Simon Spyer, CEO of Iris, on the data-driven future: “Something is emerging around data persistence or data and persistence . Maybe about ten years ago somebody said that data is the new oil when it comes to driving the economy and stuff.” The amount of data is exploding. But if you look at the data related energy consumption and the way it explodes , it's not that long ago that it was taken into account.
“Companies will start to think more about how this relates to their ESG strategy. As practitioners, it is our responsibility to think about data efficiency, only keeping data for the right purposes (purposes for which we have explicit consent) and to think about how we can reduce data. It doesn't look very attractive, but it's coming and we need to start thinking about it.
Visit our dedicated hub to read more about The Drum's latest deep dive where we demystify data and privacy for marketers in 2023.
