Data of the Future
STAGWELL MARKETING FRONTIERS
In the digital economy, data is the great connective tissue of more effective marketing. But today’s data landscape is a messy fragmentation of government regulation and disparate platform policies – all against the backdrop of a growing clamor for consumer privacy controls. For years, brands have feasted at the table of mass data acquisition. The next frontier they’ll have to conquer is mastering the right mix of first party data, contextual insights, and technology to power better marketing, while finding new ways to tell the story of the value of more addressable marketing to consumers.
Across Stagwell, we’re tracking consumers’ declining trust in brand data collection policies, but believe many of today’s issues are being unfairly lumped together. What we know: people care about maintaining privacy around information like the contents of their mail, their test messages, their prescription drugs, and more. But they’re OK with a company finding out about whether they’ve bought a hamburger or shoe – and marketing to them on the basis of the products they truly enjoy. We have to do a better job as industry of differentiating between those two buckets of data, educating consumers to understand that contextual advertising based on habits can be incredibly valuable to them. If we can do that while drawing clear limits – we’re not going to use your mail, we’re not going to use your prescriptions, we’re not going to use your text messages – that will give consumers the confidence needed to serve them well in an increasingly connected world.”
Our POV on Data
Today’s CMO no longer starts with the ad – they begin with an understanding of their first-party data , the available third-party sources and the insights they have to contextualize it. only when you have all three components can you build an effective creative platform.
Data
Corner
Survey from The Harris Poll and Permutive underscores declining consumer trust In targeted advertising and the need for responsible data strategies.
74%
CONSUMERS
are concerned about brands being able to view and track their online behavior to target them with advertising.
27%
CONSUMERS
say they completely understand how their personal data Is used by brands and companies to target them with advertising online.
89%
CONSUMERS
Say they would be more likely to spend money with a brand that commits to protecting personal data online over one that doesn’t.
42%
CONSUMERS
would not share any personal data with advertisers. 51% like to choose the types of personal data to share online with advertisers.
The BARGAIN OF FIRST PARTY DATA: MARK PENN & AXIOS’ SARA FISCHER
Stagwell Chairman and CEO Mark Penn and Axios media reporter Sara Fischer discuss the evolving consumer path to purchase and the bargain of first-party data in a digitally-accelerated world.
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Penn: COnsumers don’t realize they’re making marketing expensive by Withholding data
Not all data collection is bad, writes Stagwell’s Mark Penn for The Drum’s Data & Privacy Deep Dive. In fact, sometimes it is engineered for the benefit of the consumer, who could be financially sabotaging themselves by opting out.
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YML AND TWITTER TEAM UP FOR PRODUCT INNOVATION TO CHANGE THE GAME OF PRIVACY
When Twitter needed to launch its new privacy policy, it turned to YML for a new take on cracking the privacy code for consumers. Twitter Data Dash brings the Twitter-verse to life with meticulous detail to accessibility, globalization, and characters with diverse backgrounds to educate Twitter’s global audience of 330M users around the importance of one’s privacy on the platform.
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GOOGLE’S LATEST COOKIE ANNOUNCEMENT GIVES ADVERTISERS TIME TO PREP… BUT FOR WHAT?
MMI Agency SVP of Media, Farid (Freddy) Dabaghi shares his perspective on the news that Google is further delaying the death of the third party cookie and how, exactly, advertisers should prepare for tomorrow’s “cookieless world.”
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GETTING READY FOR THE PARTY AFTER THE COOKIEPOCALYPSE
Multiview Chief Strategy Officer Yariv Dori advises marketers on the relative value of probabilistic versus deterministic data as the cookiepocalypse looms.
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4 REASONS WHY IT’S TIME TO RETHINK YOUR DIGITAL ANALYTICS STRATEGY
A comprehensive digital analytics strategy is vital to running a successful business today. The problem is — it’s not easy to get right. It’s complicated. But it doesn’t need to be. GALE Web Analytics manager Jared Randall shares frequent areas of friction and how to solve them.
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From Privacy-safe to privacy-sensitive: A Better way to approach data
The winners of marketing’s next privacy-centric age will be those who can find data sources that are not directly related to marketing activities but yield valuable information in privacy-sensitive ways, writes Assembly Head of Consultancy, EU, Femi Taiwo.
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