On February 27th, LiveRamp hosted RampUp 2014, our annual summit. More than 1000 marketers and industry leaders came together to discuss connected data for intelligent marketing. Through this week, we are posting videos from all of the sessions that took place throughout the day. Today, watch “The Impact of Siloed Data on Marketing Strategies,” and “How Data Empowers Publishers.”
How Data Empowers Publishers
Walter Knapp, CEO of sovrn Holdings, moderated as Paul Chu, VP Advertising Solutions at Pubmatic, Tom Davis, CMO of Forbes Media, and Rachel Parkin, SVP, Data Strategy and Sales at CafeMom, discussed the ways that publishers collect and use data.
- With 20 million unique visitors per month, CafeMom can create a full picture of the customer. Defining the data that they collect, Parkin shared that it comes from the registration data, the publisher partners they can observe, actions on the website itself such as what article types individuals are reading, all the way down to what they can tell from surveys people fill out. “For us,” she said, “the data is really everything that we are observing.”
- Addressing of ad viewability, Davis discussed the prematurity of the industry and problems he foresaw. As bidding competitions shift display ads to different parts of website layouts and experiences, viewability will become a major asset. Forbes Media’s 2-year old viewability guarantee product is currently underutilized. But once the issue saturates, the industry will have to “figure out how to get viewability into the ad server” itself.
- Paul explained the space that a product like Pubmatic fills to help publishers do better than programmatic ads alone. “Pubmatic can go out into the marketplace and sell on behalf of the publisher” effectively working as a direct sales team for publishers too small to employ one, while also working as toolbox for controlled ad serving for larger publishers with more moving parts.
The Impact of Siloed Data on Marketing Strategies
Catherine Paschkewitz, Senior Director of Digital and eCommerce Marketing, Americas at Hewlett-Packard, Anika Price, Director of Digital Marketing and Strategy at Apollo Group, and Juan Silvera, SVP eMarketing at Union Bank, sat down for a conversation moderated by Patrick McKenna, Managing Partner at HighRidge Global. They had a full discussion about siloed data, use of data, and strategies in marketing.
- One of the biggest marketing problems that persists across industries is that “first party data, which is the most valuable data available to marketers today, is extremely siloed,” said Subu. Then there is data that is interesting and data that is actionable. As Catherine noted, “There is never a shortage of data…How can you make the data readily actionable in your day-to-day.”
- In terms of organizing data, it can be very difficult to deal with the complexity of the data fragmentation process. There need to be people who understand the data working with people who are driving the strategy so there is an optimal method of analysis.
- The digital marketer today has an enormous number of choices for tools. For Juan, seven of the nine tools he uses are in the cloud. This allows his team “…the ability to get the data right away…to look at it collectively…and begin understanding correlation.” Anika added, “More important than the individual tools is combining the outputs” in formulating a strategy for adding new tools.
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