Tag: Data

London, United Kingdom – WPP today announced the acquisition of InfoSum, the world’s leading data collaboration platform. InfoSum will join GroupM, WPP’s media investment group, to power the creation of a new generation of AI-enhanced marketing solutions for clients, delivered through the industry’s most powerful and secure data infrastructure. 

The acquisition is a major strategic step forward for WPP’s AI-driven data offer, giving WPP and its clients immediate access to the industry’s largest cross-platform source of privacy-safe, actionable data for marketing intelligence, audience targeting, and AI model training. 

InfoSum’s patented cross-cloud data collaboration technology radically transforms the way companies generate audience intelligence by making it possible to connect data sources across the marketing ecosystem without moving or exposing data. By integrating InfoSum’s capabilities with WPP Open – WPP’s intelligent marketing operating system – WPP clients can safely unlock the full potential of their customer data, enriched through advanced AI. 

Now, using federated learning techniques, WPP clients will be able to generate new marketing intelligence based on their first-party data and the universe of data signals available to them through the InfoSum network, WPP’s data assets, and GroupM’s media intelligence. Clients can rapidly build, train, and deploy custom AI models that utilise these diverse datasets, generating insights and audiences instantly, optimising campaigns across the entire marketing ecosystem, and delivering measurable improvements in campaign performance within hours rather than weeks. 

Moreover, the acquisition accelerates WPP’s creation of ‘Intelligence Beyond Identity’ for clients, enabling marketers to use 100% of their business intelligence and leapfrog traditional identity-based solutions that depend on decades-old, deteriorating databases weakened by cookie deprecation, platform fragmentation, and splintering audience match rates. 

Mark Read, CEO of WPP, said, “At WPP, we have been building the technology and data infrastructure that will give our clients a unique competitive advantage in the AI era. Bringing InfoSum into WPP is a major step forward for our data capabilities and the results we can deliver for our clients. It allows clients to stay in complete control of their first-party data, while also giving them access to vastly greater quantities of high-quality, privacy-compliant data and pioneering technology that is not available anywhere else in the market today.” 

Meanwhile, Brian Lesser, CEO of GroupM, commented, “Directly integrating InfoSum’s global data network and technology infrastructure will allow our clients to create even more value from their first-party data and enable us to train client AI models against the most data, from the most places, at unprecedented scale and speed. Our approach recognises the importance of identity data to today’s marketing strategies while allowing us to take advantage of the limitless opportunities for growth we can create by moving beyond them. As more and more clients leverage our AI-first solutions, every client model, every audience, and every campaign will benefit from network effects that will exponentially increase their intelligence and competitive advantage.”

InfoSum’s extensive global data network represents hundreds of billions of data signals across multiple dimensions of data from media platforms including Channel 4, DIRECTV, ITV, Netflix, News Corp, and Samsung Ads, as well as major retailers around the world and identity and data partners including Experian, TransUnion, Circana, Dynata, and NCSolutions.

Lauren Wetzel, CEO of InfoSum, added, “InfoSum’s mission has always been to reimagine how data powers marketing in a secure, privacy-first, and, most importantly, impactful way for advertisers and consumers. WPP and GroupM are the perfect partners to help us accelerate our impact on a truly global scale. We couldn’t be more excited to join forces with the team at GroupM as privacy and security become non-negotiables, and AI allows us to redefine what’s possible for advertisers and our network of media and data partners.” 

InfoSum’s technology enables WPP clients to swiftly deploy secure data environments optimised for federated learning, allowing marketers to rapidly scale their custom AI models and onboard their data faster and more easily than ever before. InfoSum’s infrastructure will remain interoperable with existing platforms and partners to ensure current and future customers can continue driving growth through secure data collaboration.

Kuala Lumpur, Malaysia – IPG Mediabrands’ media agency Universal McCann (UM) has launched ‘BrandSync360’, a proprietary brand performance tracker designed to address the evolving needs of modern marketing.

With ‘BrandSync360’, the platform empowers brands with the tools to monitor, measure, and optimise their communication activities with unprecedented precision and clarity, bridging the gap left by traditional brand health trackers that struggle to keep pace with today’s dynamic marketing landscape.

Sue-Anne Lim, chief executive officer at Universal McCann Malaysia said, “In a world where consumer behaviour is constantly evolving, brands need tools that can keep pace, with real-time insights for them to make informed decisions and stay ahead of the competition. Traditional brand health trackers often fall short, lacking the agility and comprehensive data needed to effectively guide strategic planning and campaign optimisation.”

She added, “BrandSync360 fills this critical gap, providing a continuous stream of actionable data that enables brands to understand brand health in real-time, to gain a deeper, more nuanced understanding of what impacts brand perception and resonance. This allows for precise optimisation of marketing spend, maximising ROI and achieving better campaign outcomes.”

‘BrandSync360’ also offers continuous, near real-time brand performance tracking for immediate campaign monitoring and adjustments, providing monthly reporting with expanded audience segmentation and behavioural insights for a holistic view of brand performance. Near real-time dashboards provide easy access to critical data, empowering quick decision-making. The robust data provided serves as a solid base for future advanced analytics, enabling deeper investment insights.

Sue-Anne adds, “BrandSync360 is the first step to enhanced strategic planning. A strong foundation of data can be handy for predictive analytics to inform future marketing strategies and investments, improving communication efficiency by streamlining processes and achieving better results through data-informed adjustments.”

“This is more than just a tracking tool; it’s a strategic partner for brands striving for data-driven excellence. By providing continuous, comprehensive, and actionable insights, we can empower brands to not only understand their current performance but also proactively shape their future success,” she concluded

BrandSync360 launches with a client event and demonstration on 25 March this year.

India – In a move to boost its data-driven marketing capabilities, Havas India has launched CSA, the global technology, data, and analytics arm of Havas, helping brands leverage customer data to drive growth and meaningful results.

To further strengthen its data and technology capabilities, Havas India also merged PivotConsult, the strategic consulting arm of PivotRoots, into CSA India. PivotConsult, a 55-member team, collaborates with high-profile clients such as Kotak Bank, Bisleri, Wildcraft, Coca-Cola, and Samsung, among others.

CSA’s entry into the Indian market brings a strong understanding of clients’ business challenges, blending global expertise with local insights to offer a complete view of marketing performance. Its product suite adapts to various markets, helping clients at all data maturity levels boost their return on investment.

CSA’s core offerings focus on three pillars: CSA Tech for automation, data consolidation, and digital transformation; CSA Science for data-driven marketing measurement; and CSA Consult, providing expert insights through a global network to accelerate growth.

Jamie Seltzer, global EVP for CSA & Mx Analytics, said, “As the industry’s fastest-growing market, India is experiencing exponential growth, and it’s crucial for Indian brands to leverage their data and tech assets in a comprehensive, sophisticated manner. We’re excited to launch CSA in India at such a crucial moment in this market’s development, bringing a seamless, integrated approach to data, tech, and analytics to the region.” 

Meanwhile, leading this major development is Gaurav Seth, who has been appointed managing partner to head CSA India’s operations. He will report to Shibu Shivanandan, CEO and founder of PivotRoots, and will be based in Mumbai.

Seth brings over 20 years of experience in digital advertising to his new role at CSA India. For the past 15 years, he has focused on data-driven marketing solutions, leading more than 300 projects for ad networks, agencies, and product companies, establishing himself as a recognised expert in the industry.

With experience across marketers, publishers, agencies, and ad tech firms, Gaurav has a deep understanding of the marketing ecosystem. During his eight years at Lotame, a global data management company, he built the business in India from scratch, establishing it as the leading data management platform in the country.

Rana Barua, group CEO of Havas India for SEA & North Asia, said, “The launch of CSA in India marks a significant milestone in our journey to offer integrated, data-led solutions to clients. As businesses increasingly look to data to fuel their growth, CSA’s blend of global expertise and local insights will provide them with the tools to navigate today’s complex landscape and deliver measurable results. With Gaurav Seth at the helm and the integration of PivotConsult, CSA is poised to lead the way in helping brands harness the full potential of data to drive transformation and meaningful business outcomes. I wish the team the very best.”

Mohit Joshi, CEO, Havas Media Network India, added, “More than 50% of marketers are struggling with redundant marketing technologies. They are spending a lot of time learning new technologies that are often sub optimally used and may not work well with other existing platforms. Havas CSA solves exactly this problem. Leveraging its experience with more than 1,000 clients globally and in India, this expert team in Martech and Adtech stands at the vital intersection of marketing, data, and technology. I wish Gaurav all the best in this new journey.”

In 2024, the digital marketing landscape is more dynamic and complex than ever. Marketers and agencies face numerous challenges that demand innovative and robust solutions to stay competitive and effective. The proliferation of digital channels, the rise of AI, and the critical role of data-driven decisions have created a multifaceted environment where traditional methods no longer suffice.

Here’s how to navigate the challenges effectively:

Cross-Channel Advertising Simplified

The digital advertising ecosystem is increasingly fragmented, requiring marketers to juggle campaigns across social media, search engines, and video platforms, often leading to inconsistent messaging and utilisation of data points. Managing multiple advertising platforms often results in fragmented efforts and inefficiencies, making tracking and optimisation across channels a challenge. Digital marketers need to construct a holistic consumer journey using the best available data. Marketers should prioritise integrating cross-channel advertising into a single platform, ensuring cohesive strategies, streamlined operations, and consistent messaging across all digital touchpoints.

Consolidating Audience Data

Fragmented data sources hinder accurate customer profiling and personalisation. With cookie deprecation in the near future, stricter European GDPR guidelines, and enhanced privacy measures from technology giants like Apple, the ability to accurately identify audiences is under threat. It is therefore of utmost importance to unify audience data into comprehensive profiles. This enables precise targeting and personalised marketing efforts, which are crucial for driving higher engagement and conversions. Tools like the JOLT Command Centre can unify audience data into a single profile, facilitating precise targeting and personalised marketing.

Harnessing AI for Enhanced Optimisation

Manual optimisation of budgets and strategies can be both time-consuming and error-prone. Embracing AI-powered solutions allows real-time, data-driven automation and optimisation, significantly improving programmatic campaign performance and reducing human error. Automated optimisation has been a feature of some programmatic platforms for a while, but we have seen improved performance from enhanced artificial intelligence models, making it an important tool in marketers’ and agencies’ arsenal. It is imperative for marketers to identify AI-driven automation and optimisation tools to ensure real-time budget and strategy adjustments, enhancing campaign performance with minimal manual intervention.

Comprehensive Reporting and Attribution

Accurately measuring the effectiveness of campaigns across various channels is a perennial challenge. With the exponential increase in data and measurements, there is the constant danger of paralysis from analysis. Marketers and agencies should focus on tangible business performance data that provides strategic direction instead of just looking at individual media performance or vanity metrics. Implementing unified reporting and attribution tools provides detailed insights into performance metrics, allowing marketers to understand ROI and make informed, data-driven decisions for future campaigns. JOLT Command Centre, Supermetrics and Nugit for example offers comprehensive reporting and attribution capabilities, providing detailed insights into campaign effectiveness and empowering marketers to make data-driven decisions.

Embracing the Future

As the digital marketing landscape evolves, staying updated with the latest technologies and strategies is imperative. By addressing these common challenges with innovative solutions, marketers and agencies can enhance their campaign effectiveness, drive better results, and maintain a competitive edge in the future.

Conclusion

The future of digital marketing lies in leveraging advanced solutions to overcome existing challenges. Streamlining cross-channel efforts, utilising AI for optimisation, unifying audience data, and enhancing reporting and attribution are key strategies that will empower marketers to succeed in the dynamic landscape of 2024 and beyond. Identifying a tool that exemplifies these strategies, offering an integrated platform designed for modern marketers to navigate the complexities of digital marketing with greater efficiency and effectiveness, is key to stay ahead in a competitive landscape.

This thought leadership piece is written by Khairul Helmi, business director and digital tech stack development at JOLT Digital

Indonesia – Meta is the most effective platform for driving offline and online sales, giving the highest return on ad spend (ROAS) delivered at 1.8x across traditional and digital platforms, a study from Kantar showed. 

According to the latest Kantar study commissioned by Meta, despite economic challenges in Southeast Asia, consumer confidence is rebounding, with the region projected to achieve 1.6x economic growth over the next decade. As businesses and brands seek to engage the evolving Southeast Asian consumer effectively, optimising marketing budgets and choosing the right engagement channels are crucial for maximising efficiency.

The study’s findings highlight Meta as the most effective platform for driving omnichannel sales, seamlessly integrating offline and online channels, with the highest ROAS of 1.8x. Meta contributes 16% of incremental media sales with only a 10% share of spend, surpassing both other digital platforms and TV. Additionally, Meta attracts the highest number of new buyers across digital platforms at the lowest cost, underscoring its ability to achieve substantial business outcomes.

Kantar’s study also analysed how many people who saw a media campaign on Meta’s platforms and other media made a purchase. It revealed that campaigns on Meta achieved the highest conversion rate at 22%, compared to 20% on TV and 13% on other digital media. This means that 1 in 5 viewers who encountered an ad campaign on Meta made a purchase.

In terms of reach, Meta achieved a substantial 59%, closely trailing TV while outperforming other digital channels at 43%. Meta also led in incremental reach across its platforms with 6%, compared to only 2% on other digital platforms.

When integrated with TV, media campaigns on Meta platforms demonstrated superior synergy, yielding a 12% additional impact on sales. In contrast, campaigns combining other digital platforms with TV achieved an 8% impact, with a 33% overlap in reach. This underscores the effectiveness of integrated media strategies involving Meta.

Meta, as a platform, was also found to bring in new shoppers at the lowest cost. Ads on Meta platforms help drive maximum value for marketing dollars, as the study showed that Meta delivered the highest number of new buyers across digital platforms at the lowest cost of $3.90 per recruit.

Furthermore, among tech-savvy demographics such as Gen Z and Millennials, Meta leads in digital media-driven sales, capturing 44% of the digital sales market. 

Kishore Parthasarathy, director of marketing communications for Southeast Asia at Meta, said, “At Meta, we strive towards the gold standard in measurement based on data and science. We look at our advertiser’s total marketing plan to ensure we deliver actionable insights across the marketing funnel. Kantar’s latest study has enabled us to measure holistically, providing robust ROI, reach, and shopper behaviour to inform our clients and partners planning and creative strategies.” 

Harjyot Singh, APAC media and digital lead at PepsiCo, also shared, “At PepsiCo, we prioritise creating meaningful experiences for our consumers. By harnessing the power of consumer insights and utilising Meta platforms, we craft relevant and impactful interactions. This approach resonates with our audience, driving enhanced consumer engagement and sustainable business growth.”

In a world of ever-increasing complexity, many brands have great frameworks in place to collect and interrogate data. Millions are spent on brand tracking programmes, hundreds of slides are produced and a sizeable number of meeting hours are booked for companies to go through reams of insights. But after these meetings, the insights typically gather dust and are often not meaningfully incorporated into day-to-day actions and strategy.

Considering the expense and effort, it’s time for a paradigm shift – a move towards a more prescriptive and focused approach to seamlessly transform data comprehension into successful implementation from organisations. Here is an approach that makes the process of data comprehension and implementation seamless:

Ensure comprehension

Begin by recognising that data cannot achieve everything in a single sweep. Initial insights and analytics debriefs should prioritise full understanding of the results. Data needs time to be fully absorbed; only when it is truly absorbed can it be acted on. Always start with deep comprehension before tackling implementation. 

Model Data for Clarity

Navigating through vast datasets becomes effective when models are employed to cut through complexity and highlight priorities. This not only aids in data comprehension but also aligns teams on growth objectives. Models serve as a guiding light, enabling stakeholders to see the broader picture and prioritise efforts for driving success.

Play up implementation and use workshops to bed this in

It’s vital for brands to have descriptive statistics that give a clear landscape of the competitive marketplace. This type of data also allows people to have a good foundation for further exposure to more complex analysis. But often this is where most companies stop after an insights and analytics debrief; people go back to their desks and carry on as before. After insights are delivered, allow a brief period for teams to absorb and reflect. Following this, initiate implementation workshops, dedicating time to map out changes in different business units based on the insights gained. This interactive process, involving stakeholders and setting measurable actions against timelines, ensures a strategic hierarchy of efforts.

Set aside time and budget for curating insights

Start with triangulating all relevant data to get an overview. This sounds seemingly simple, but only a small minority of organisations do it in any impactful way. The most successful teams work across disciplines and business units to set out what data they have and what the common business actions are. Investing in a copy-writing and creative resource to curate the key insights and actions is a must. Data has to inspire people and give them a better handle on priorities. Producing a beautifully designed annual insights compendium is a great way to condense and show what the key priorities and actions are. 

Foster a long-term vision

Produce a three-year data plan that shows what insight commissions are on the horizon, this will inspire teams to pre-plan what challenges new commissions can solve for them. Long-term planning often helps with engagement and empowers employees by making them feel more proactive than reactive. 

Re-measure and keep the focus on continuous improvement

Evaluate changes made by stakeholders a year later, gauging improvements in brand equity, market share, and more. Successful outcomes provide motivation to sustain focus on deployment, optimising insight and analytics budgets for ongoing success.

In conclusion, the key to turning insights into action lies not only in what organisations do but also in how they do it. A strategic and comprehensive implementation process, following the outlined steps, enables organisations to navigate the data deluge purposefully, ensuring valuable insights translate into tangible improvements and sustained success in the dynamic world of marketing.

This article is written by Taj Samson, executive director for brand performance in APAC at Landor

The insight is published as part of MARKETECH APAC’s thought leadership series under What’s NEXT 2023-2024. What’s NEXT 2023-2024 is a multi-platform industry initiative which features marketing and industry leaders in APAC sharing their marketing insights and predictions for the upcoming year.

As of 4th January 2024, Chrome has officially started restricting third-party cookies by default for 1% of Chrome browsers. Once a gateway to personalisation, cookies collected behavioral data that enabled targeted ads and allowed marketers to serve up personalised experiences. However, when Google announced the change in 2020 citing ‘greater privacy for users’, it posed a substantial challenge to marketers relying on third-party data as part of their marketing strategy.

The change necessitated a shift towards collecting first-party data instead, but according to a Deloitte report, commissioned by Google, despite strong support for recent privacy changes, privacy is yet to become as much of a focus for sell-side players in APAC as it is in Europe or the Americas. The top three reasons holding organisations back from investing were the future state of privacy being too uncertain (30%), believing that there is no need to do anything further until the timing of platform changes is made clear, (25%) and businesses thinking they cannot compete with large digital platforms on audience matching, (25%). 

Another strong belief was that the first-party data would never be good enough, (23%). And to some extent, this is true, as the problem remains that data is only valuable when marketers are activating it and deriving insights from it – in real time. Chances are, most brands are already collecting lots of first-party data, from transactions to downloads, emails, and website analytics. But with all that, as well as any new initiatives to collect more data, such as surveys and loyalty or reward programmes, how can they avoid this data going straight to the graveyard? 

It starts with equipping tech ecosystems for real-time data agility

Effectively tapping into the power of first-party data starts with creating a unified customer view. It requires access to tech ecosystems that are built for data agility and real-time behavioural insights that marketers can easily act on. Data agility enables a brand’s data to move at the speed of its business, giving marketers the ability to collect, analyse, and disseminate information quickly and efficiently to meet goals at scale. For the best results, a tech ecosystem should encompass all channels and allow for meaningful personalisation that will ultimately build loyalty and drive conversions. 

Additionally, first-party data strategies and supporting technology need to be compliant with GDPR and ever-evolving privacy laws on a global scale. By having the right data management solution in place, marketers can compliantly extract information from end to end and quickly incorporate it into their personalised, dynamic messaging strategy.

Generative AI tools also pose exciting opportunities for markers, with the potential to revolutionise customer engagement campaigns by providing creative and personalised experiences. These tools can power customer-centric interactions between consumers and brands by speeding up the delivery of campaigns and empowering teams with ideas and content to cut through the noise. They can help create versions of campaigns across multiple channels for more targeted and personalised reach, ensuring brands don’t miss out on opportunities to connect with their audience in the right way and driving value across every touchpoint.

To save the most time and drive the most efficiency, marketers should look for built-in AI capabilities among their existing tech stack, leveraging the real-time data already at their disposal and taking it to the next level.

But what does real-time really mean?

When chasing the North Star of having unified customer profiles, they must be made up of real-time data. True real-time data that’s accessible and up-to-date at any given moment—not when the system syncs, once a day, or every couple of hours. It’s not the same thing. And although the difference might seem slight, it can have an incredible impact on marketing efforts. Being able to reach people in the right way, at the right time, on the right channel with a relevant message, cannot truly be achieved with data that isn’t of the moment. 

An example of a brand that recognises the value of true real-time data is Picklebet, an Australian sport and esports betting site that paired Braze with their proprietary betting engine to build a solution that enabled the team to personalise and test offers to individual users based on their preferences across a mix of channels. As business needs evolved, it became obvious that they needed a platform that could support the real-time and cross-channel experiences that customers have come to expect. By leveraging Braze’s real-time capabilities, Picklebet increased sessions per user by 116%, increased retention by 13% and saw a 550% improvement in CAC payback.

Final Thoughts

As the privacy landscape continues to evolve, first-party data and data consent will become even more important. This makes having an agile, unified and real-time data platform the best way to stay up-to-date and relevant. Without this, brands risk slowing business growth and missing out on all-important customer engagement opportunities that drive revenue. Investing time, effort and resources into this area will drive flexibility and more profitable customer engagement strategies that are effective both online and off. 

What’s Next?

  • Conduct an inventory – Identify all the first-party data available in the organisation and check how it is analysed and used. 
  • Integrate AI – Determine which of your current tools are capable of integrating with AI or have AI capabilities. 
  • Mobilise teams – Teams can be brought out of silos and start working together on exchanging information to see the benefits and uses of current first-party data.
  • Discover new sources – Pinpoint gaps in your data and analysis processes and systems and prioritise the gaps you need to fill. Decide on how you can acquire this new data. 
  • Unify real-time data – Unify your data for a holistic view of each customer with a platform that can help you reach these customers as and when you need to. Check for real-time ability and make sure that data is actionable at any given moment. 
  • Connect and engage – Use your data to create effective campaigns. Connect and engage with customers, test and experiment for continued optimisation and enhancement of your first-party data and its effectiveness. 

This article is written by Shahid Nizami, VP, Sales, APAC at Braze

The insight is published as part of MARKETECH APAC’s thought leadership series under What’s NEXT 2023-2024. What’s NEXT 2023-2024 is a multi-platform industry initiative which features marketing and industry leaders in APAC sharing their marketing insights and predictions for the upcoming year.

Singapore – The popular dating app Bumble has surpassed the $2b milestone in terms of the amount of user spending across App Store and Google Play installs globally, according to the latest data from data.ai.

According to the data, Bumble was the second most downloaded dating app worldwide in the last 12 months ending June 2023, ranking behind Tinder and Hinge, but steaming ahead of counterparts like Happn and Bumble Inc.’s Badoo.

Moreover, revenue also tracked highest in the US, totaling $400m over the last 12 months, followed this time by the UK at $54m.

“Dating and matchmaking are now mobile-native habits. Finding friends is a natural extension of this behavior. The launch of Bumble for Friends is a testament to the success of Bumble and expands their offerings to a new cohort of users. The app also has the added benefit that a successful match increases stickiness and usage,” data.ai said in a press statement.

It should be noted that Bumble recently launched its new spinoff app called ‘Bumble for Friends’. The new app, a spinoff of the main app’s ‘friend mode’, focuses on genuine friendship connections in the user’s local area with an emphasis on meeting up in real life.  

“Conversely, dating apps are designed to be deleted: the more successful the matches, the more likely users delete or abandon the app. In this case, Bumble has created a value proposition that can follow you throughout your life stages and relationship statuses,” data.ai also added.

Singapore – Mobile data analytics provider data.ai has announced the launch of Total App Revenue (TAR), a mobile performance metric that provides brands and publishers visibility into all mobile revenue streams. 

Powered by data.ai’s proprietary artificial intelligence, TAR introduces the first mobile performance metric that combines advertising revenue, first-to-market products, and in-app purchase, providing a competitive advantage for in-app advertising, cohort purchases, and ad network performance. 

With the solution, customers can now also break down revenue streams and anticipate market expansion opportunities based on shifts in consumer behaviour.

“Total App Revenue provides a clear picture of data we’ve been missing in our business development and model creation. With data.ai, we finally have a way to understand our full revenue streams and benchmark against competitors,” said Carlos Salvado, senior market analyst at Rovio Entertainment.

Theodore Krantz, chief executive officer of data.ai also said, “Total App Revenue is the ultimate mobile performance metric. The mobile app economy is worth half a trillion dollars and making sense of a competitor’s monetization strategy is key to improving their app position in the market.”

This follows data.ai’s launch of two offerings on measuring data on a mobile application’s ranking, as well as data intelligence, including performance against similar apps last year.

It’s been years since markets have discussed using first, second, and third-party data in the digital world. We have also been faced with the announcement of no tracking on iOS and the delayed implementation of cutting third-party cookies by Google to 2024.  Marketers have been approached by various data agency partners and customer data platform (CDP) partners such as Insider, Tealium, Adobe, Sitecore, and more to sell their data platform solutions. 

Unfortunately, I have seen that with much fanfare, many markets, after buying into the solutions provided by data agencies or platform providers, fail to make full use of the investment they have made in those platforms. Those CPD platforms become half-baked into the client’s data ecosystem or sit as an orphan that no one knows how to maximise their use. Now that the selling part is done, what needs to happen is to have a true partner, internal or external, that has to orchestrate all the data you have in harmony to bring the most out of it.

Photo Courtesy of Element61

The Ensemble: Overview of Your First-Party Data

It’s a misnomer that markets think only in silos and treat their first-party data as the data gathered from their paid and owned media. While it’s doable, capturing the data from earned media and putting it into your CDP is challenging, as you don’t have complete control of the user-generated content.)  There is a wealth of data across all platforms that each marketer has- paid media data, organic data, customer CRM data, loyalty program data, and more. In short, you have massive amounts of consumer data that interact with your company’s properties in various ways. Two industries stood out for having the most first-party data across all industries: banking and finance, as well as travel and hospitality. 

The issue we have on hand right now is that marketers fail to do a collective overview of all the first-party data they have been collecting via various channels. They jump right into selecting a CDP platform only for paid media.  This is the most common mistake that I see marketers make.  Your CDP is more than an enhanced version of your GA4, Adobe Analytics, Google Campaign Manager, or Looker. Without the proper assembling, you would have a CDP platform that costs you millions but brings nothing in return in revenue.

Overtune: Setting the Stage

After analysing all the available data, you must set the stage to make them work for you.  You must have both marketing and business data plugged into the system. Otherwise, you will have data only collected from systems such as Sitecore or Salesforce or from media activities from media channel connectors into your CDP system.  You need to have both the front-end data (marketing data collected) and the backend data (customer, sales, and CRM data) join via the CDP to allow data segmentation and predictive modelling. You need to include both sides of the information to maximise your media efficiency and drive home results to prove to your CFO the return on investment on your CDP platform.

Intermission: Operational Excellence

This is the section where I see most marketers fall off a cliff and fail to ensure their CDPs.  After plugging in your media data and your CRM/Customer Data, you need to start utilising the CDP platforms for what they should do – Predictive Modeling and Customer segmentation.  With this, you can begin to orchestrate your media activities and segment the audience you have been collecting.  With the CDP, it will help you exponentially increase the power of your first party data beyond standard remarketing, which, unfortunately, I see too many marketers end up using a CDP platform only for the sake of remarketing.  With your CDP’s proper predictive modelling and segmentations, you can adequately leverage your data for future customer engagement, whether paid or owned media. You can create bespoke creative messaging and landing pages for different audiences based on your segmentation and predictive analysis from the CDP platform.

Finale: Results Framework

Your C-Suite will start questioning the investment in your CDP solutions. Now, it’s the final chapter to prove the return on investment in your paid and owned media activities and how they link it to the business metrics rather than just the marketing metrics. Ultimately, revenue is what all businesses seek, rather than simply looking at how much media efficiency you drive through CPC, CPM, or CPV.  Those metrics are important, but they won’t bring you home as the hero of your company. You need to be able to quantify how your CDP platform helps you drive the actual business outcomes for your company.

Many marketers are now panicking and need help managing the first party data once the cord of the cookies is finally cut by Google.  It’s the best and worst times to start looking at your current data collection systems, whether in Looker, Adobe, GA4, or even as simple as using Google Campaign Manager. There is still time for you to transition from a basic analytics or cookie collection platform to a real CDP.  Media and Data Scientists are here to help translate a very technical aspect of CDP into a layman’s term and help you connect the dots internally between your CEO and the CTO.  This is a must for an agency, be it a media, data, creative, social, or performance agency, to perform well beyond the cookie-less world.  You need to have a professional expert who knows your business needs and understands the challenges of your current data privacy and the data ecosystem.  With the proper orchestration, you can make all your first party data dance in harmony and bring impactful revenue to your business.

This article is written by Antony Yiu, chief executive officer at PHD Hong Kong

The insight is published as part of MARKETECH APAC’s thought leadership series under What’s NEXT 2023. What’s NEXT 2023 is a multi-platform industry initiative which features marketing and industry leaders in APAC sharing their marketing insights and predictions for the upcoming year.