The theme of RampUp on the Road Chicago was partnerships and collaboration. This is a strong call to action, given the complex business, data, and regulatory environment we work in, and our speakers provided great advice on how to create and deepen relationships that can make your job easier in the coming years, or at least give you more happy hour buddies to commiserate with!
Develop a learning DNA
Baldwin Cunningham, VP of Brand Partnerships at Warner Media, shared that the practice of learning as you go and sharing insights should not only occur among your internal teams, but outwards to your partners. Developing a learning DNA has been key to successful brand partnerships in his experience.
For example, a branded content campaign Warner Media created with GE performed well in part because both GE and the editorial team were equally committed to taking learnings from one piece of content to the next over the three month period in which 30 pieces of content were created. This enabled a well-oiled machine of data-driven creative to emerge. “At the end, they were laser focused on who they knew they were speaking to,” Baldwin shared.
Elbow your way into your compliance working group now
Are you working on CCPA compliance now? Do you have close relationships with those who are? If your answer to both questions is no, you should “elbow your way into a compliance working group now,” as Fatemeh Khatibloo, VP and Principal Analyst at Forrester, advised. You don’t want to be surprised come January 1, 2020, or near “CCPA Day,” when your security and compliance team comes to you and says you’re unable to use certain data sets or work with partners you’re accustomed to.
Fatemeh shared an example from GDPR when on May 20, 2018—just five days before GDPR Day—one of her marketing clients called her as their compliance team came to them asking for a number of cookie and tracking tools to be pulled off their website. Marketers need to be in the room when compliance strategies are being set so they can collaborate with others in getting the platforms and partners they depend on in line. These relationships will serve you well for CCPA and beyond when, for example, new data sets arise that you want to use.
“The more involved with this team you are now, the better the likelihood is that you’ll be able to use it when the need arises,” Fatemeh said.
Consumers and marketers are looking for “jobs to be done”
The “jobs-to-be-done” theory says that people buy products and services to get a certain “job” done. In their session, Jodi Phillips and Scott Hunter from Zenith, Moxie and MRY explained that by applying different psychological triggers to media targeting, they were able to test different hypotheses for their clients. For example, when a major burger chain applied behavioral insights, they were able to target college students at the moment they were tired, stressed, or working late. This approach resulted in a more efficient CPM (and likely a lift in the Freshman 15…).
Similarly, marketers need each of their advertising channels to do a particular job, including TV. They are seeing how critical it is to do TV measurement the right way and tie that back to consumer behavior. During a panel discussion moderated by LiveRamp’s John Hoctor, Justin Rosen from Ampersand and JP Beauchamp from IRI said that marketers have proven without a doubt that TV can drive business outcomes.
So far, it’s been easy to measure the lower part of the funnel, but the next step is to apply this deterministic approach to the top of the funnel, and finally bring these parts together to understand how TV-driven awareness leads to sales conversion. With the right amount of investment up front, marketers are actively learning and optimizing on the media-execution level and allowing more information to make creative decisions. They are finding out that combining first-party data with data from the viewer’s perspective—even layering on other data sets—can be extraordinarily powerful.
The next task is to speed up the availability of the data, the portability of data, and modeling and analytics to make it easier to come up with actionable recommendations. As John McKenna, VP Solutions Architect from Starcom said, “marketing is not done for marketing’s sake.” The “job” is to persuade consumers and ultimately drive sales.
What do I put on a Chicago Hot Dog?
One of the menu items at today’s lunch, Chicago Hot Dogs are topped with yellow mustard, green relish, chopped onions, tomato wedges, a pickle, sport peppers, and celery salt. Want ketchup? #donteventhinkaboutit
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