PODCAST: Putting User Data at the Centre of Effective Advertising Campaigns.

On the trian journey back home for my birthday, I decided I would try occupy myself by listening to a podcast on the train. The premise of this podcast is to turn big data into big action. In marketing you need to 'be openminded' and require all the basic marketing skills initially before specialising within a sector - a 'holistic view of marketing' - need all basic foundations.

Development of data driven marketing is geographically diverse and so it is important to enhance the right local dynamics.

'today is the slowest day of tech development I will see for the rest of my life, it will be faster tomorrow and faster on Sunday'
In essence, technology is constantly advancing. The growth of the mobile and its computational power shows how consumers are changing - change in consumer journey. Funnel - straight forward. Need to understand OMNICHANNEL approach (the internet of things) 

CHALLENGES

 - Brand relevency; serving the right message to the right person at the right time. - AD BLOCKING result of irrelevant information to consumers
- Transparency; how effective is advertising? Impacts?
- Understanding customers - Psychometric and behavioural insights DATA MINING SOFTWARE

 CREATIVE AND DATA

 - 88% of creatives agree that data drivers insights are better for approach (personalised)
- 35% media buying and creative agencies say the key challenge was getting information to inform creative process
- 'young people are less aware of data'
- useable and actionable data
- Ad blocking; relationship of trust - customer-centric approach seeing wrong ads to the wrong people better reach consumers and deliever better experience
- DATA privacy - use data to help 'better plan journey'
- better and fewer ads - REACH CPC METRIC
- stop thinking about number and think of individual - know what your consmer wants
- customers don't want to be interrupted - personality is key

It is important to bring propriety data together; certain age, wage, location + interests = target ad through algorithms

Remember to guage with the right 'creative' cross-device mapping, cookie-based marketing and be aware that the consumer is changing + how technology and brand keep up.

General Data Protection Regulation (GDPR) what is data that you can and cannot use?



DATA INTERPRETATION
The need for customer insight with drive demand for research enterprise '2017 will be a boom year for market research'. Business leaders see a need to objectively understand their customers and the competitive landscape and they'll invest in market research that will provide that insight. 

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