Last week, Data Magnified kicked off its roadshow series at City Winery in New York City. Brand and agency marketers were invited to an exclusive event with speakers from Ipsos, Facebook, Avis, Jimmy Jazz and more. Discussions focused primarily on data, but the real theme and common thread of the day was that we need to go beyond data, and think people and customers first.
If you missed the event, be sure watch the featured sizzle reel!
Here’s 5 featured trends from Data Magnified NYC:
Nagisa Manabe, Global President of Ipsos, shared insight about how digital information is changing the way people shop. Ipsos data also highlighted that global ecommerce sales is expected to reach more than $3.5 Trillion over the next five years and that China leads ecommerce with over $600 Billion in sales in 2015, with US in second at nearly $350 Billion.
Magnetic’s client, Neal Zamore, SVP of Global Digital Consumer Experience at Avis Budget, walked through the need to look beyond data and understand people – who they are, what they want and how creating tailored messaging to different audiences helps capture demand.
All signs are pointing to the continued growth of mobile, even showing that people are becoming more comfortable transacting on smaller screens. However, attribution across devices is still a challenge since common tracking is being done in silos. Facebook data reported that 50-60% of desktop conversions were re-attributed to Facebook mobile ads when cross device paths were accounted for.
David Wachter, Division President of Jimmy Jazz, talked about the idea of “fanatical customer service” where you go one step beyond to keep people satisfied. It’s always a challenge to keep people loyal, but satisfaction significantly impacts the lifetime value of your customers. The discussion also highlighted the need to be a seamless organization so that your customers’ experience is fluid. They need to feel as if online and offline are one company and not operating in silos.
We’re moving from a world where you messaged people in an anonymous way to a world where if you have permission it’s become expected to provide personalized communications. This means moving to a more customer-first approach, combining CRM with advertising data, and understanding how best to balance personalization with privacy. Watch the full panel:
We’ve also curated some of the featured tweets!
Contact Magnetic today to learn more about our ads, email and site solutions built for people, not just data.
Magnetic is an artificial intelligence company that uses machine learning to deliver smarter, faster, and more effective advertising. Our powerful AI platform continuously analyzes the attributes of over 350 million live user profiles alongside real-time inventory supply and bid opportunities to deliver highly performant audiences and profitable campaigns for our clients.