RampUp 2013: Activating Data Across Channels [Video]

Marketing Innovation

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RampUp 2013: Activating Data Across Channels [Video]

Marketing Innovation

rampup2013On May 30th, LiveRamp hosted RampUp 2013. Hundreds of marketers and ad tech leaders came together to discuss the convergence of offline and online data. Throughout June, we are posting videos of RampUp sessions.

Today, watch Shu Nyatta of J.P. Morgan Chase moderate the panel, Activating Data Across Channels, with Mike Baker of DataXu, Leon Zemel of [x+1], and Andy Monfried of Lotame:

A few key points from the panel:

  • Monfried advised brands to “focus on clear strategies of how to customize your information strategy for your particular business.” Look at your strategies from the standpoint of how could this fail instead of why would it succeed, said Monfried.
  • “Mobile is changing how we think about data,” said Baker. Baker talked about how he believes mobile will be the paradigm rather than desktops. Baker and the other panelists acknowledged the need to find an alternative solution to 3rd party cookies. He discussed a few option such as IP Addresses and device fingerprinting, but acknowledged there is little transparency into how companies are creating technology solutions in this space.
  • Zemel talked about the wealth of data available. There’s too much data to “test one data point at a time.” He felt that we must use technology such as machine learning to get insights from this data. On the topic of privacy, Zemel said that there are always ways to collect data that respect consumer privacy.

Check back in on Monday for the video, From the Marketer’s Perspective.