news news, Opinion | July 17, 2017

David Whiteley talks to WARC about harnessing data to maximise ad campaigns

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David Whiteley, Head of Solutions at Media iQ Digital, talks about the number of techniques used to collect data that can be employed in order to meet different business challenges. Excerpts: 

Brands have a wealth of data at their fingertips, from ad-server to website to CRM, consumer engagement with various touch points leaves a trail of insight not to be wasted. In the digitally connected world, it’s important for businesses to harness this information to maximise their ad campaigns on each platform. Whilst it is estimated that consumers are exposed to around 7,000 ads in just one day, the question remains as to whether brands are really using the data available to them correctly and effectively. Yes, brands are using data to identify an audience, however, they aren’t considering what platform they prefer, what they recently posted on social media and where they made their last purchase, all at the same time.

In a crowded market, companies must take on a holistic view of consumers by connecting data to identify an audience and target them with the most relevant content, in the most relevant way possible. By bringing together a wide set of data, it is possible to not only run advanced programmatic strategies but also make transformative business decisions. Ultimately, brands must connect the dots between every inch of information available to make an effective change to their commercial outcomes. For me, there is a clear path for business transformation that uses data to solve commercial challenges.

People

Data would be pretty useless without someone there to analyse, decode and utilise it. The people behind it are the reason it works, but it’s not an easy job. In the current climate, those with the skills to use data effectively are hard to come by, so when someone does fit the bill it’s important they sit in the right place of the business to truly benefit from their skills. Solutions Engineers, Technical Engineers, and Data Scientists are a few examples of people who are able to aid business transformation. Whether it’s translating commercial objectives into technical solutions, maintaining the architecture or running predictive modelling, each person has a part to play in the process of connecting data.