In a world rich with data about what people need, why they need it, and how they act, marketers are looking for more creative ways to balance the science of marketing with the art of creating emotionally compelling experiences. At RampUp 2019, we assembled a rock star panel of marketing executives to share how they navigate the art and science of marketing.
The panel, moderated by LiveRamp Senior Advisor Laura Desmond, included Cars.com CMO Brooke Skinner Ricketts, McDonald’s VP of CRM and Media Bob Rupczynski, Quantcast Chief Marketing and Communications Officer Steven Wolfe Pereira, and Kimberly-Clark Global Research, Media, Analytics, & Social VP Chris Whalen.
Want the CliffsNotes version? Here are a few takeaways that emerged from the discussion on the art and science of marketing:
First-party data is best-party data—or is it?
When it comes to the science of marketing, what information really matters? What data is going to drive a different behavior? Steven of Quantcast was unequivocal in his opinion: “Every single brand needs to have first-party data period, full-stop.” Bob from McDonald’s disagreed. In his estimation, “there’s never been a better time with Facebook, Google, and all of these places that you can leverage other people’s data.”
However you manage your data, make sure that you collect it in a ethical manner and document how it is used so you can measure its efficacy. Data without a purpose, even if its first-party, is just noise.
The combination of emotion and insights change consumer behavior
Our job is to actually change buying behavior, and if we’re not doing that, we’re really not doing anything.
Chris at Kimberly-Clark didn’t mince words when discussing the role of marketers today. “Our job is to actually change buying behavior, and if we’re not doing that, we’re really not doing anything.” Driving different behaviors won’t happen if marketers think in silos and fail to leverage data to inspire and bolster their creativity. Chris shared a highly successful Kleenex campaign that combined emotion and data to grow the tissue category—a tearjerker befitting the product. After all, the most effective targeting that reaches the consumer at the right time and in the right place will be wasted if the content is ineffective. Art and science need to be joined at the hip.
Marketers need to become more tech- and business-savvy
As marketing becomes a data-driven discipline, finding marketers who know how to strike the right balance between art and science in their work requires a new kind of talent. A more multifaceted skill set is needed, yet Steven noted there is “a huge skills gap” and classical marketers need to brush up on their technical and engineering chops. Brooke shared how Cars.com transitioned its digital marketing in-house, which has changed how she approaches assembling her team. She values “hiring people who are curious and engaged enough in the realities of what’s driving our business” so they have skin in the game.
Want to catch more RampUp 2019 sessions? Watch them on demand here.