The importance of data protection passes no-one by in this technology-driven age, but given the contradictions and confusion surrounding new European data laws, marketers would be forgiven for complaining that they don’t know where they stand.
It’s the sexy side of data that gets marketers’ pulses racing, but whether that means personalisation or predictive analytics, it is only possible if a brand gets the basics right with a focus on data quality and preparation. Yet 92% of businesses believe their data contains inaccuracies.
It’s no secret that the most common marketing attribution models are reaching the end of their shelf-life. They are easy to use and implement, but ‘first click’ and ‘last click’ are seen as over-simplistic in a world where shopper journeys are increasingly complex.
New research by the WFA finds that global brands are making extensive changes to how they buy digital media in response to growing concerns over issues including brand safety, viewability, transparency and ad fraud.
As custodians of the brand, marketers have a critical role to play in implementing purpose across organisations, says co-founder of brand substance agency Given London and former CSR manager at The Body Shop, Becky Willan.
Blockchain has the potential to force media buys to become much more transparent transactions but that doesn’t make it entirely foolproof, says Bob Wootton, principal of Deconstruction Consulting and former ISBA director.