Top Three Takeaways for Advertisers from Dreamforce 2017

The topic of data can make for difficult business decisions you know those meetings where you leave the conference room with more new questions than answersamp160 But as I was watching the activity at Dreamforce 2017 df17 last week it reminded me of the datafocused panels and presentations at the recent Advertising Week 2017 in New York amp160There were many parallels between the two conferences in terms of themes and audiences Dreamforce is one of the biggest events of the year for datadriven marketers and Advertising Week similarly tackles the top trends in tech and how they can help and hinder brandsamp8217 abilities to reach consumersAt Advertising Week I had the honor of participating in one of the datathemed panels Daily Debate Is Technology Delighting or Distancing Customers and was blown away by the different perspectives of my peers in the industry amp160There were also many commonalities for the presentations I watched at Dreamforce 2017 amp160Here are a few of the biggest takeaways from both events that I think are most interesting for our industry1 amp160Itamp8217s Not About How Much Data You Have Itamp8217s What You Do with ItBy now itamp8217s evident to everyone in our industry advertisers are drowning in data amp160There isnamp8217t necessarily a need for more data but there is a need for more actionable data amp160We need to dig deeper find patterns and understand how the data is actually affecting the person receiving our ads and not just solely rely on Facebook and Google like most have thus far amp160Also we cannot lose sight of the fact that inperson shopping is still relevant and that while ecommerce has been rapidly growing we must leverage data to understand the full customer journey life cycle and consumer behaviors amp160The most fitting example is thisamp160 Why am I still being shown an ad for shoes online when I bought them in a store three weeks ago amp160It doesnamp8217t make sense from the consumeramp8217s perspective amp160Once we begin to solve for these types of issues then we begin to truly unleash the effectiveness of big data2 amp160No One Is Happy with How We Measure Impact and SuccessBoth brands and agencies are pining for a new way to measure advertising campaign success and the relationships between the two are changing because of it amp160For all of the money thatamp8217s spent per year on marketing technologies youamp8217d think there would be a more modern metric than clickthrough rates CTR for online and digital amp160Some brands are beginning to take agency roles inhouse because they can more clearly point to sales outcomes tied to campaigns Similarly we in the outofhome OOH industry have been grappling with how we can prove our ROI to prospective clients and media buyersamp160 Thankfully the rise of social media and mobile integrations have enabled us to create a amp8220digital trailamp8221 to track customers amp160We must optimize for the end goal we want from our campaigns amp160The entire industry can do better PampampGamp8217s chief brand officer Marc Pritchard has made it loud and clear that we need industrystandard viewability metrics and thirdparty verification amp160There are many debatable topics around data but the need for better measurement is one we can all agree on3 amp160Machine Learning and AI are Buzzwords to Some the Future to OthersJust like the word quotdataquotamp160in advertising today terms like AI machine learning deep learning predictive analytics etc can make some in the industry roll their eyes and others foam at the mouth amp160The topic of AI harkens back to takeaway No 1 in this post where we have all of the data in the world and weamp8217re not really quite sure what to do with it amp160AI and machine learning are a way to make our data more actionable but the main issue is that in the marketing world this technology is still extremely nascent amp160Advertisers and marketers throw these terms around and everyone wants a piece of the machinelearning pie but we still may be a few years away until it makes a serious impact amp160The fact of the matter is the companies investing in these capabilities now are going to be the ones that reap its rewards when it does become ubiquitous amp160Seeing ahead of the curve in advertising has never been more important than it is in 2017 and the technologies driving change are the underlying reason for thisItamp8217s truly fascinating to be able to learn from so many different professionals with various backgrounds and focus areas and to hear how they define and describe what data does for them today and how data will affect their jobs tomorrow amp160Big conferences like Dreamforce and Advertising Week help set the stage for the most important advertising and marketing trends for years to come and thereamp8217s one thing thatamp8217s clear from both Data will not be going away anytime soon so learn to embrace it to unlock its true valueClick the social buttons above or below to share this content with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writersamp160amp160

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Top Three Takeaways for Advertisers from Dreamforce 2017

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Jason Kuperman

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Top Three Takeaways for Advertisers from Dreamforce 2017

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