This week, the Data Magnified roadshow left it’s heart in beautiful San Francisco where we sipped cocktails, viewed the latest and greatest from the SoMa art scene and talked data at 111 Minna Gallery. Marketers enjoyed great food, music and lively discussions by speakers from Facebook, Sundance Catalog, PlaceIQ, Selligent and many more. Engaging discussions focused around the rise of mobile and its effect on attribution models as well as key tips and takeaways on how to drive growth in the world of eCommerce.
If you missed Data Magnified San Francisco, be sure watch the featured sizzle reel, and read our key takeaways below!
The Year of Mobile
Aidan Roberts, Client Partner – eCommerce at Facebook made it very clear, we are in the age of mobile. The shift to mobile is the single biggest change in consumer behavior since the advent of the television! Mobile spend will continue increasing and eventually the mobile shopper won’t be a niche, it will be everyone. Aidan shared lessons on how to react to this trend and become a “mobile first” marketer. 2016 should be the year of refocusing digital strategies that emphasize mobile applications versus the mobile web to drive more frequency and loyalty. Aidan also stressed the importance of establishing an attribution model that measures correctly. Attribution strategies that take the path to purchase into consideration and that evaluate all customer channels, devices and touchpoints will lead to better conversion rates and enable you to measure the actions of people, not cookies!
Empowering Your Brand Through E-commerce
How do we use data about our customers to engage them? In this fireside chat Magnetic COO, Sandeep Swadia, got up close and personal with Patrick Keller, Director of Ecommerce at Sundance Catalog, to discuss the need to look beyond the data and understand people. Customers give us tremendous amounts of feedback via social media, product reviews chat transcripts etc. Patrick shared ways in which you can leverage this kind of data about how customers interact with your brand in order to create meaningful and engaging impressions that resonate. Sundance Catalog strives to use this wealth of data to segment their audience and offer a more personalized experience. By really understanding consumer habits-who they are, what they want and how they want to be reached- we have the power to create tailored messaging that captures demand, sparks interest and builds loyalty.
MarTech and AdTech, In It Together
“Data is the true disruptor”, these powerful words from Selligent’s Catherine Magoffin kicked off the evening’s panel discussion which also included participants from PlaceIQ, Mediasmith and DoubleVerify. Panelists joined Magnetic CEO, James Green, to talk about the merger of once siloed worlds of adtech and martech and focused around the rise of second party data. Panelists voiced the need for first, second and third party data to paint a holistic picture of customers and noted that if all parties work together in the industry, data co-ops could become a reality. The session also explored industry consolidation and the role of trust and value in personalization. Watch the full panel here:
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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.