The following blog post was translated and amended from the French version, below.
In June 2019, LiveRamp organized RampUp Paris, the year’s top event for the Mar Tech industry in France. The event was opened by Cédric Villani, a member of the French parliament and distinguished mathematician. The high-profile guest speaker gave a keynote address to introduce the topic of artificial intelligence and data. In Villani’s view, “AI must be seen as a challenge for everyone, men and women included,” as it offers huge potential. Up until now, we’ve only been exercising 15% of AI’s potential. Artificial intelligence does figure strongly in marketing strategies, and must be a focus of attention for everyone, considering the economic stakes involved. It also was a prominent topic throughout RampUp Paris.
Topic 1: Innovation and regulation are driving progress
Speaker: Laurent Solly (Facebook FR)
Laurent Solly, Vice President of Facebook France, explained to attendees why innovation is essential if companies want to survive. He explained that global progress can only be ensured if innovation goes hand-in-hand with regulation and responsibility.
In an ultra-connected world, the challenge of innovation is really about intelligent regulation and an individual’s actions, particularly on social media. Responsibility and transparency of the actions taken help build trust.
Topic 2: The future of TV
Speakers: Julien Pillet (SFR), Christophe Philip (Bouygues Telecom), Philippe Boscher (TF1 Publicité), and Olivier Dansac (LiveRamp)
While TV remains a major marketing tool for advertisers, there have been changes in this media, putting pressure on marketers to adapt. But TV digitalization is only in its very early stages. What does the future hold for TV as a media? Targeted, segmented, and personalized ads, and even commercials directed at the viewer are the future. There also seems to be a move towards a more service-oriented approach, encouraging immediate purchasing. This is a challenge for advertisers, who will have to create content with greater proximity to its prospects, but this undoubtedly will bring greater efficiency.
Topic 3: Precision marketing: making the dreams of brands a reality
Speakers: Thibaut Munier (Numberly, formerly Millemercis) and Elsa Guzman de Saint-Nicolas (Danone)
In the relationship between brand and retailer, the retailer possesses a huge array of data, thanks to its proximity to the end user. Brands are eager to get ahold of this data in an effort to better understand consumer expectations and to respond to them proactively. Precision marketing turns brands’ dreams into reality. With highly targeted data, brands can now provide highly relevant content to consumers, ideally adapted to each type of prospect.
Topic 4: The future of social media
Speakers: Emmanuel Durand (Snap Inc.) and Pierre-André Gautier (LiveRamp)
As something halfway between a game and a mode of communication, Snapchat has found a winning combination. The reason for its success? A social media that does not make people compete with each other, but enables them to communicate in real time in total transparency. At the heart of this app, which is not solely aimed at young people, are intimacy and respect for users—values that bring the generations together. The outcome: brands that use Snapchat win the trust of users, and thus boost their sales while building up community loyalty.
Topic 5: The weight of France and Europe in the development of startups
Speakers: André Loesekrug Pietri (JEDI), Xavier Cardon (Sutter Mills) and Delphine Bourrilly (A.T. Kearney)
Unicorns – companies that successfully raise funds from investors amounting to millions of dollars – are for the most part American. Europe has about 40 unicorn companies, and only 4 of those are based in France. Why is this? France is lagging behind in terms of fundraising, and investment is low. Entrepreneurial culture is weak in France and in Europe, and new companies tend to copy American business models, rather than looking to create a genuine identity. In the end, European unicorns become American companies, making it difficult to create a real European ecosystem.
Topic 6: Should ownership rights be introduced for personal data?
Speakers: Yann Padova (Baker-McKenzie Paris and former Secretary General of the CNIL) and Sarah Wanquet (LiveRamp)
At a time when data is increasingly used by companies, and is thus taking on more value, the issue of data ownership must be raised. While this is not a new question, it is particularly topical today. The GDPR has raised the awareness of consumers about the importance of controlling their personal data at a time when companies are looking to compile as much information as possible to communicate more efficiently. It’s important to remember that ownership and control are not the same.
Topic 7: Measuring the impact of digital campaigns as transparency tools
Speakers: Marie Ferry (Criteo) and Vihan Sharma (LiveRamp)
Digital campaigns are not only conducted on the internet. Digital activations inside stores can be used to obtain data and information. This data can then be used to adapt signals in the store, and thus create personalized campaigns. Understanding shoppers, their behaviors, and interests are the basic requirements for impactful and efficient communication.
Topic 8: Innovation and creativity: building a brand for the modern consumer
Speakers: Fernando Machado (Burger King Global CMO; formerly with Unilever) and Gayatri Bhalla (LiveRamp)
Building a brand image is a complex task that requires creativity. To leave a positive imprint on people’s minds, original content must be created that is adapted to meet consumers’ expectations. Burger King is one of the top brands in terms of making itself stand out by constantly enhancing their brand image. Burger King’s success can be attributed to well-targeted video campaigns and initiatives focused on consumer concerns.
Topic 9: Data to leverage digital transformation: comparing the views of CDOs
Speakers: Amélie Oudéa-Castéra (Carrefour), Virginie Fauvel (Euler Hermes), and Lubomira Rochet (L’Oréal)
The use of data in a store or agency can have a considerable impact. Data can be used to propose targeted products, reduce prices, or for augmented reality, to try out hair colour or make up. The possibilities are almost infinite. Enhancing an understanding of the purchaser increases responsiveness of the data, where it can be leveraged for both online use and in brick-and-mortar retail locations.