On 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 Bruce Biegel from Winterberry Group moderate as Paul Chachko of V12 Group, Gary Kearns of MasterCard Advisors, Jeff Sporn of IXI, and Mark Zagorski of eXelate discuss the current state of data-driven marketing:
A few key points from the panel:
- What makes data good? Answers ranged from the quality of the sources and data scale to agility. Zagorski mentioned that in the end, “data that is good is data that works.” However, valuable data might not work when improperly used. Zagorski maintained that, “there needs to be some kind of level-setting” for the standard for legitimate data.
- Are there verticals or contexts in which which data measurements work best? Sporn mentioned that, “for my data and what my actual clients want, it’s not about who clicked.” It’s about who opened a large account.
- Chachko mentioned that “one of the demands that should be placed on data-owners and buyers is cleanliness.” A good data provider should “clean their data and repopulate it every single month.” Sporn reminded us that, “there is a certain point where we lose control of that data,” as it’s “matched out into the world.”
- Kearns gave an example of a custom audience where the lift “using our data was 4X [the client’s] first party data.” In light of previous panels’ mentions of first party data value, this example shows the potential for third-party data.
Check back tomorrow for our video on Ad Tech in Five Years.