Digital marketing and data management, post GDPR has raised quite a few questions, but this can be viewed as a positive if done right.

Savage caught up with Chris Hogg, Managing Director EMEA at Lotame to gather some insights on how to act on 1st party data, fully utilise a data management platform and how marketers can integrate their corporate strategy to their data strategy.

Chris Hogg - LotameS: Tell us a bit about Lotame and its goals for 2018?

CH: Lotame is proud to be considered the leading independent data management platform (DMP) combined with one of the largest global and most trusted third-party data exchanges. Committed to innovation, agility, and — above all, customer success, our team continuously finds new and meaningful ways for our clients to harness the power of data to fuel more relevant and personalized experiences across screens and devices, online and off.

Our marketer, agency and publisher clients choose from Lotame’s suite of custom data solutions for our superior technology, world-class service & support, and the flexibility that isn’t available from other giant marketing clouds. We pride ourselves for putting our clients first, at the heart of our business.

Our goals for 2018 and beyond include a continued focus on data quality and audience verification through DMP analytics, and verified audience segmentation across all marketing channels, web, mobile, search, social, above the line and TV. With the recent launch of Lotame Precision Audiences — data segments that exceed industry on-target benchmarks and improve targeting, insights, and analytics — we continue to disrupt the status quo and challenge the market to look at data differently.

In 2017 we saw a high adoption of Lotame Syndicate Direct (a second-party Data Exchange), and aiTV (Lotame’s connected TV offering). In 2018, Lotame continues to bring down the barriers for a true 360 customer view across all devices combined with verification.

Lotame is also investing an even bigger focus on helping clients map their corporate strategy to their data strategy. In order to be successful, every organisation needs a business strategy around data. We’ll help you figure out the gaps and key challenges so you can recognize more ROI, get more internal buy in, find new customers, and ultimately win new business.

Data Management Platforms (DMPs) have become an integral part of marketing for enterprises and agencies since 2013. How has the use and features of DMPs evolved over the last couple of years? What are some of the salient features of Lotame’s DMP in this regards?

We started our journey in 2006, when DMP for the most part was new. Back then, turning digital data into actionable audiences for targeting was as advanced as it got.

Fast-forward to 2018, DMP is a key component to most marketing technology stacks. We’ve seen the industry transform and have become a lot more sophisticated. It’s no longer about using DMPs strictly for ad targeting, we’re now using DMPs to support analytics, attribution, content & creative personalization, suppression & frequency management, modeling, and for data sharing/selling; and the list continues to grow.

As the market matured we saw marketers, agencies and publishers up their in-house skill sets with the appointment of engineers and data scientists. Today, it is important for DMPs to think past their UI, and offer granular data portability into external systems for advanced analytics and modeling. Whilst the requirement remains for scale within third-party data, the need for quality and accuracy is going to be the market’s focus for 2018. We believe we have the right balance of both with the release of Lotame Precision Audiences.

S: Publishers and content creators swear by their first party data and most inferences are made from it. In your experience, how can publishers and marketers improve their content and customisation by incorporating 2nd party and 3rd party data?

CH: A customer’s first-party data remains the most valuable data at their disposal, and it is a key USP for any organisation. However, first-party data is rarely fully inclusive to support all use cases, attract all verticals, or meet all briefs.

Whether using third-party data exchanges like Lotame or forging exclusive second-party relationships via products like Lotame Syndicate, using third-party and second-party data to supplement your first-party data is a valuable asset for any publisher.

Audience modeling has become more popular amongst publishers in the past two years. Taking first-party seed audiences and modelling them out across third-party data increases scale and additional insights. For successful modeling you need a data set that has both scale and density, and third-party data delivers on both.

S: WPP’s Martin Sorrell once claimed that in-house media buying is a temporary phenomenon. This is truly not the case when you look at Volkswagen’s Innovation Centre, Booking.com’s Data Science Team or Samsung’s CHIEL. What have you observed, especially around programmatic technology, data in marketing practices and the relationship between an agency and a ‘switched on’ client?

CH: We have seen more brands running their own vendor selection process. However, in most cases the agencies are still supporting their brand clients on programmatic and data strategies. The vast majority of brands don’t have the resources or people to onboard all marketing activities. Whilst agencies continue to deliver value in the supply chain they will continue to be the representation of choice for brands.

Hiring in-house analysts and/or data scientists is going to be a must to stay competitive.

S: AI’s true power lies in analysing data and making real-time decisions based on that information. Taking into account such factors as point of sale, social media, email, eCommerce, search, mobile and advertising, one business could easily generate trillions of data points — far too many to be processed manually. How can marketers complement their DMP by incorporating AI into its strategy?

Competitive AdvantageCH: We have seen the adoption of machine learning and advanced data science techniques not only within marketers and agencies but also within publishers. Hiring in-house analysts and/or data scientists is going to be a must to stay competitive.

Secondly, you need to have your data readily available, organised and unified against a universal ID, and DMP’s help with this.

Thirdly, you will need AI technology. This could be offered alongside the DMP, depending on the provider. Lotame’s Audience Optimizer is the perfect complement to the DMP to help you find your look-alike customers (or you may chose to develop your own algorithms).

Lastly, depending on your first-party data scale and density you should consider obtaining additional sources of second or third-party data to model against. For prospecting new customers this is certainly a requirement.

To summarise, you need: human talent, technology, and well organised data at scale and high in density.

Don’t miss Chris’ presentation at Savage Marketing in Data in Marketing Track , The New State of Data: Quality Over Quantity on June 13, 12:30-12:50pm. Reserve your seats now!

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