I think it is safe to say that 2017 is off to a very interesting start. Rather than focusing on the political side of things, as all social feeds tend to trend these days, I wanted to focus on two recent data developments and an exercise your teams might benefit from in early 2017. Namely:
It's interesting enough that Alexa data has found itself at the center of a murder case, but these "life automation" devices should be front and center for advertisers who are looking to build new touch points with their customers.
We live in an "always listening" world these days, and with that comes data. For advertisers, this will be the next dataset to try and derive value from with Amazon choosing to make limited data available going forward. As you develop on platforms like Alexa or Google Home, a sound measurement and data analysis strategy will go a long way to ensuring you are listening to your customers and building a seamless experience for them. It won't be long before AI and personalization become possible here just like in the traditional mobile app marketplaces. This has been both a fun and challenging topic for many of our clients now that this data is available.
Facebook and YouTube - MRC
Both of these announcements attack the "walled garden" issue and the blind trust that is put into these systems with regards to the accuracy of the metrics being presented to advertisers. The issue there? These metrics drive millions of dollars in investments, and as a result could be convincing advertisers to send more money into specific channels for all of the wrong reason.
The involvement of the MRC is a step in the right direction, but this must be just the tip of the iceberg. When it comes to any strategy, planning, or analysis, there must be a high-level of visibility into any and all relevant data sources. Whether you own the data or rent it from a 3rd party, the level of verification must be just as rigorous. The verification should also be a regular occurrence, as data can become corrupt very easily in a digital world. You can learn more about that in a recent webinar we did.
An Activity: Spring Training for your tech stack
Despite being a White Sox fan in a Cubs town, I’m always excited for the start of baseball season. I was conversing with a client the other day about their investments in technology and upcoming decisions that needed to be made. We walked through some of the “wish list” POCs and how these selections would play into their overall vision on how to leverage data to make decisions.
After this conversation had wrapped up, it got me thinking about how Spring Training for baseball is a lot like what this client is going through right now. Frankly, it’s what many of our clients go through at the beginning of each year. How does your adtech/martech roster look right now? Do you have the right players in every position? What does the data look like for each “player?” How do you get your team ready for primetime and a long postseason run?
If you haven't already, this would be a worthwhile exercise for your Marketing and IT teams to go through. From a governance standpoint, it would also be worthwhile to invest in a data confidence audit for your key datasets. We'd be happy to speak with you about how to best accomplish that on a regular cadence, should that be of interest.
Bill Bruno is the CEO - North America, Ebiquity.