RampUp 2013: From the Marketer’s Perspective [Video]

Marketing Innovation

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RampUp 2013: From the Marketer’s Perspective [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 Joel Jewitt of LiveRamp moderate a panel of brand marketers, Lizzie Francis of Gilt Groupe, Alan Gellman of Wells Fargo, and Nick Sheth formerly of Gap Inc.

A few key points from the panel:

  • Lizzie Francis talked about how Gilt Groupe likes to be at the forefront of trying new technology, allocating as much as 20-30% of their budget for exploratory projects. We “rally around being customer first,” said Francis. The “marriage of data is actually beneficial to customers.”
  • Gellman harks from a more conservative organization. While investing early in mobile, Wells Fargo is still cautious about how far our they are “willing to leverage data.” Gellman requested that the ad tech industry create a ” single anonymized identifier that a consumer can opt out of easily and transparently.”
  • Sheth brought up the fact that consumers don’t think about the channel. The “customer needs to have a common journey,” said Sheth, citing the need to reconcile two different businesses: online and brick and mortar. Brands will lose sales if they cannot address the customer with the right message wherever they are.

Check back tomorrow for the video from the panel, Data-Driven Marketing.