APRIL 2018CIOAPPLICATIONS.COM8Marketing Restructures Talent toward Data and Technology (D&T)MICHAEL KAUSHANSKY, PRESIDENT HELIA & CHIEF DATA OFFICER, HAVASThe Pivot to Data and TechnologyThe world of marketing continues to pivot towards data and technology (D&T). This pivot is not a mandate from brands, or driven by consumer dynamics or the fact that data is increasingly more available; rather the fundamental driver of why brands and agencies are pivoting towards D&T is the inherent need to make smarter decisions in today's fragmented and complex advertising ecosystem. The distribution of content has become niche, disintegrated and viral; there are thousands of ways to connect with consumers. Consumers choose how, when and where they consume content. Furthermore, consumers can now influence a brand's advertising in real-time. The way a brand communicates can longer ignore this, it cannot follow a simple flowchart (they still do) or represent the dynamics of a campaign via a two-dimensional PowerPoint deck (still prevalent today). For any brand, unless they have unfiltered trust of their agency, will want to dig into the data. In summary, for a brand to deliver relevant communications and engage with consumers, the adoption of D&T is a requirement. After all, how can you translate a thorough data driven plans to an in-market reality?D&T TalentYou need talent to pivot. Historically brands possessed a peripheral understanding of D&T. brands didn't need to triangulate millions of options to make decisions in near real-time. Agencies, while more advanced, would typically have 2-3 "data show ponies" they would feature during client pitches or client presentations. This would "wow" the clients and yet revert to classic ways of planning, activating campaigns and measuring success. If you look at the most successful brands without baggage, they operate and recruit differently. Brands like Netflix, Amazon, Spotify, etc. view advertising in the same way they think of their advanced operations. Algorithms drive many of their decisions and true experimental design is the measure of success.D&T TransformationBrands and agencies have taken notice. Change is coming and it is transforming these organizations. Transformation is coming in the way of talent, organizational structure, services and investment in D&T. In the US alone brands and agencies spend $10B on data and $34B on marketing technology.There is a rapid convergence:· From classic way of doing marketing and data science. · From univariate decision making to artificial intelligence. · From panel measurement to measuring everything. · From a FTE model to a services model. · From marketing and data talent silos to marketing engineers.Brands must move quicker. The reality is that more planning does not reduce the risk of failure in today's marketplace. However, moving blindly is not the answer. Through a purposeful approach of:· Mindfully maximize the use of D&TIN MY VIEW
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