One such example was evident in a panel led by consumer goods company Procter & Gamble that detailed its journey to apply CRM data across segmentation, targeting, offers, content and loyalty efforts. P&G Everyday, a personalized digital portal for consumers, blends product information, access to offline coupons, reviews and recommendations, content and other forms of utility for the P&G shopper.
Wouter Coox, P&G’s senior manager of interactive and direct-to-consumer marketing for western Europe, said “We are able to personalize content and [create] a call to action” based on big data insights derived from the P&G Everyday platform. “The more data you have about consumers, the more relevant you can be in communication.” He said P&G sees a $3 return on every marketing dollar because of its data-driven approach to personalization.
ChoiceStream’s Liang said brands must overcome technological challenges in partnership with their agencies.
There are big roadblocks in the multiscreen world of media. “We primarily work on RTB exchanges that are primarily focused on display,” he noted. “Display is an important part of the media mix, but it is increasingly being pushed to the fringes. There are enormous technical challenges that stem from mobile and tablet and video.”
The technological and creative underpinnings of a campaign are often fragmented among third parties, which “can create a lot of inefficiency. Both sides need to understand the other’s form of creativity.”
That trickles down to the initial client meeting, another question that arose during the panel discussion. Specifically, who gets a seat at the table in client meeting No. 1?
“The technology guy is allowed to say, ‘That is expensive,’ and ‘That is hard,’ but you don’t give that guy the veto power,” Schaffer remarked. “Conversely, you don’t ever let the creative guy say yes [without input from the data insights side]. I look to the creative guy to answer, ‘What is the brand trying to accomplish?’ The purpose and strategy usually doesn’t come from the technology side."
When asked to define “mad man” and “math geek,” Miller said, “A modern mad man is somebody who understands contextually how to build digital ecosystems that people engage with and want to share with others and advocate. When these worlds come together now, it’s with deep, empathetic ideas that transform channels with powerful data that points to exactly what the customer is looking for."