Last week, Webit.APAC held their forum in Singapore, where our APAC Managing Director Vikas Gulati moderated a panel on big data. The panel discussed how to make data work for marketers and how to leverage big data for programmatic strategies and consisted of some of the most brilliant and creative minds in the business, including Justin Peyton, Chief Strategy Officer, APAC and MENA at DigitasLBi, Casper Schlickum, CEO of Wunderman APAC and Rohan Philips, Vice President for Product & Strategy at Xaxis.,
In today’s mobile-first world, obtaining a deep understanding of our audience is of utmost importance. It’s also extremely important to craft different creative for different cohorts in your audience and present to them the right message at the right time. So, how can we accomplish this? The answer is: marketing data.
Recently, there has been a seismic shift within client organizations: everyone has lots of data, but, as Peyton shared, most clients don’t face issues with having data. The problem is identifying what has value and what’s clean enough to be useable from all the data that they have.
Today, marketers are still figuring out how to navigate this complex ecosystem made up of cross-device consumers. Agencies, brands and technology companies are working to find ways to measure and attribute engagement across these multiple devices, but Philips raised an interesting question, “Once you’ve made that connection of different devices to an individual user, how does that inform your strategy, your creativity?”
Don’t just repurpose creativity, reinvent it
Poor user experience is the leading cause of consumer frustration. The way people use their computer is much different from how they use their mobile device. Brands must optimize their ad units for smaller screens with personalised features such as location triggers and develop eye-catching mobile ads with different variables for specific audiences.
However, agencies are still too proud of their DNA.
Schlickum said, “If an approach (non-linear and data-driven) is not part of their DNA, it is very difficult to reinvent the way your agency works to understand and be inspired by the programmatic creative presence. This is not belittling the role of those agencies – we need the big idea to be creative to bring people into the conversation in the first place, to create data points.”
At the end of the discussion, the question remained: so what needs to be done to ensure that agencies are equipped to deal with the right programmatic environment? Panelists concluded that, for starters, knowing your KPIs and having a good understanding of the incremental gains of programmatic that you wish to deliver, measuring that, and of course doing programmatic well.
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