Among the topics featured were unconventional uses of data, preparing for the EU’s General Data Protection Regulation (GDPR – due by May 25th), cross-device measurement, targeting and upcoming industry standards.
Three themes emerged throughout the day: accountability, discovery and how critical it is to be able to navigate the increasingly complex data landscape.
Hearts & Science CEO Scott Hagedorn, said, “In our data procurement process, we’re assessing for fraud… “Be brave and question everything.”
Talking about how transparency conversations with clients have become more candid and productive, Tracey Paull, EVP, Starcom USA, said, “A few years ago, transparency was about making sure clients knew each and every item on the spreadsheet. We’ve moved past that. Clients weren’t asking the right questions and agencies weren’t giving the right answers. Transparency, more so today, means education for clients.”
We’re spending too much time on the wrong application of the data. Clients need to take a breather, step back and say, “What are we really trying to do with our marketing investment?” (Lou Paskalis, SVP, Bank of America).
The 13-page report is available using the link below.
4A’s Data Summit Report. (2018, February 8). AAAA.