Digital Remedy had the privilege of being invited to and attending the 4A’s Data Summit in NYC on Tuesday, thanks to the fabulous Louis Jones, EVP of Media & Data Practice, 4A’s. In addition to the summit being well executed, and a great place to network, it also served as a good Q1 refresher on where we stand as an industry (marketing, advertising, communications, martech, adtech, etc.) on “data.”

The theme of the summit was “Data Fuels an Intelligent World.” And while we can all agree an intelligent world would be ideal, we should also agree that “data” isn’t (yet) perfect. Here are two important takeaways from the day that have a direct impact on the business of Digital Remedy and our clients:

A solution for real-time, data-driven decision making that encompasses the entire ecosystem the of consumer journey, on and offline does not exist. Accessing the right consumer, at the right time, with the right message (and follow-up) to take the desired action has always been the bread and butter of media planning and buying teams. But who are we kidding? How can we accurately define the “right” anything when the sources of data don’t deliver apples-to-apples information, aren’t delivered at the same intervals, and don’t account for duplication? The answer isn’t simple or easy, but a good motto for all is, “question everything, and rip it apart.” as Scott Hagedorn, CEO of Hearts & Science commented during his keynote.

“Data without Activation is Garbage,” Abhi Patil, Senior Director, Customer Analytics and Loyalty Data Management at Air Canada said. And he’s right. We can get our hands on tremendous amounts of data, but data for the sake of data gets us nowhere. Jones started the day by acknowledging that we’ve created more data in the last two years than in the history of man. An impressive feat. Much of it, garbage. This means being collectively mindful of the data we capture, seek, maintain, and action-on. Be active. Create less garbage.

About this Event:
“More than 250 marketing professionals gathered at the 4A’s 5th annual Data Summit, a one-day event that brought together leaders from brands, agencies, media outlets and data firms. Attendees heard from executives from Bank of America, Air Canada, GroupM, Publicis, Cadreon, Google, Facebook, Viacom, Domo and Deep Root Analytics on a variety of pressing issues impacted by all things data.”

Learn more here.

IP Zone: Leverage the relationship between users and the location of their IP addresses in a cookie-free, safe and scalable way.

Behavioral: Combine first party with network analytics and enormous scale to define custom audience channels that are optimized to sites with high brand engagement.

Demographic: Reach the right audience based on demographic characteristics such as age, gender and income.

Mobile Device: Target users by mobile device type (Smartphone, tablet, etc.), carrier and operating system.

Geo-Location: Target your audience residential cluster, proximity to retail locations, campaign level DMAs and more.

Contextual: Place a relevant ad in front of a user who is reading content that contains specific terms.

Buying Power and Quality

Let’s be honest. Your ad ops are limited by your access to only a handful of channels and DSPs. You want more reach and better prices, but don’t want to sacrifice quality in order to achieve those goals. Digital Remedy has access to a vast multitude of channels based on relationships we’ve cultivated over nearly 20 years in business. That means we get the best prices, have personal relationships, and don’t get sent to voicemail when we call.

It also means that we can execute omni-channel ad ops for better prices than an internal team, while ensuring the quality is up to industry standards. On top of access to all sorts of specific audiences we’re able to to leverage first- and third-party data across all your campaigns and pivot across platforms based on results. Any campaign, any budget, any platform, any audience. Digital Remedy backed by AdReady is restriction free ad ops….and what could be better than that?

Resources, Time, and Overhead

When was the last time you enjoyed balancing budgets, reading resumes, dealing with aggressive sales teams, or wasting years of time for small gains in performance. By partnering with Digital Remedy you get the full support of $30m in OPEX including marketing teams, sales teams, and a dedicated 24/7 ad operations team. No hiring new employees for media optimization, business development, or account management. No months of training and on-boarding. No long meetings crafting sales materials. Just your team focused on making deals, and our teams and tech focused on supporting and executing those deals in a tech-enabled, digital ecosystem designed to get the most out of any KPI.

Reporting and Support

How nice would it be to have all of your data and insights in one location. We don’t mean an excel sheet sent out once a week with complicated charts, or an XML file with pages and pages and pages of tables (what is this, 2003?). We mean a fully customizable dashboard reporting in real time, or as real time as possible. You get to decide the how, what, and when of the reporting you’re seeing. And that’s ALL of the how, what, and when’s. If you want to see breakouts of all of the individual campaigns in your system, done. If you want broad scope comparisons of all of the campaigns in the last year, done. If you want to see CTR’s for specific audiences and compare them to CPM for your best performing advertiser but limit the scope to campaigns greater than 30k, done. All of this is at your fingertips with the AdReady Dashboard, all in one place.

Jessica Cortapasso

With more than a decade of experience in human capital management, Jessica Cortapasso serves as VP of Human Resources at Digital Remedy. After graduating from Muhlenberg College, she quickly recognized her passion for people and entered the workforce in Human Resources where she gained expertise in employee relations, designing strategic benefit plans, and the development, implementation, and curation of corporate engagement initiatives for big-name brands and small companies alike. Becoming a member of the Digital Remedy family in 2013 while simultaneously acquiring her Masters Degree in Human Resources Management and Development from New York University, Jessica has steered company culture through significant events ranging from acquisitions and a rebranding, to the development and application of our Core Values that shape our daily business practices. Cortapasso resides in Brooklyn, plays competitive volleyball, and loves spending time with her nieces.

2020 Industry Trends Newsletter

2020 Industry Trends Newsletter

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