Mad//Fest 2024: How DLG Heralded the Era of Data Collaboration
Sam Taylor and Hugh Stevens at Mad//Fest 2024
Data collaboration is one of the big media buzzwords of ‘24. With a rapidly changing digital environment, the rise of data clean rooms, and (dare we say it) a cookieless future, marketers can face challenges leveraging their data effectively. Can data collaboration deliver the promised value of more profound insights, accurate activation at scale and closed-loop measurement? Are the insights gained worth the investment, and how do they translate into tangible marketing outcomes? In the rapid fireside chat, LiveRamp’s UK MD Hugh Stevens talks to Direct Line Group Marketing Director Sam Taylor about what data collaboration means to him, what successes he’s had with it, how other brands should think, and whether it’s a fad or a real step change in a data-driven marketing strategy.
Data collaboration is one of the big media buzzwords of ‘24. With a rapidly changing digital environment, the rise of data clean rooms, and (dare we say it) a cookieless future, marketers can face challenges leveraging their data effectively. Can data collaboration deliver the promised value of more profound insights, accurate activation at scale and closed-loop measurement? Are the insights gained worth the investment, and how do they translate into tangible marketing outcomes? In the rapid fireside chat, LiveRamp’s UK MD Hugh Stevens talks to Direct Line Group Marketing Director Sam Taylor about what data collaboration means to him, what successes he’s had with it, how other brands should think, and whether it’s a fad or a real step change in a data-driven marketing strategy.