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Wednesday, June 10, 2020
DATT 2020: How to Activate Data Sets while Respecting Consumers’ Privacy
As the digital ad marketplace becomes more sophisticated, essential structural and perceptual issues threaten to hamper its growth. To meet an exploding demand for precise targeting, ad platforms are relying more on robust data sets. This often means straddling the worlds of traditional, high-quality consumer research and agile startup-style activation methods. But how can marketers activate data sets in real-world campaigns while respecting consumers’ privacy concerns? In this session Natasha Stevens, Executive Vice President - Strategy and Product Innovation at GFK will discuss how data activation techniques are bumping up against consumers’ growing privacy concerns, define essential pitfalls that data owners and users need to confront, as well as tested solutions that address both CSR and profitability.
DATT 2020: Avoiding the Echo Chamber: How SurveyMonkey Creates More Effective, Data-driven Marketing Messages
While most organizations understand the value of data, it can be hard to capture at scale. And once you have it, it can be difficult to determine what is relevant and what isn’t. SurveyMonkey leveraged customer data to develop marketing campaigns and thought leadership content that resonated with their consumers. In the session, Sarah Din, Director of Product Marketing at SurveyMonkey will share how it developed a multi-layer messaging framework for their product portfolio that infused the voice of the customer, and uses data to gain influence with the c-suite allowing them to build business cases and guide the decision making process.
