How brands should build a marketing data strategy — John Velcamp // Capgemini

John Velcamp, Identity and Data Strategy Lead at Capgemini, delves into creating a competitive advantage with strategic data identity. As third-party cookies go away, and data privacy restrictions increase, this presents major implications for brands. However, onsite, first-party data is an untapped source of value as it is data owned by brands that respects privacy regulations, and that’s where CDPs become useful. Today, John discusses how brands should build a marketing data strategy.
About the speaker

John Velcamp

Capgemini

- Capgemini

John Velcamp is Identity and Data Strategy Lead at Capgemini

Show Notes

  • 01:17
    Best practices for building a marketing data strategy
    Identify the data that drives meaningful results, analyze what's currently performing, and use machine learning to uncover hidden insights. Then, validate these findings through human testing, and consider acquiring additional adjacent data to enhance your insights.
  • 06:55
    Testing and sampling adjacent data
    Testing adjacent data can be costly, as quality data often comes with a price. However, you can sample it through platforms like LiveRamp, and test the data's impact in real campaigns with controlled variables.
  • 11:56
    Identifying and prioritizing adjacent data
    Consider related datasets and use machine learning for correlation insights when identifying valuable additional data. Initially, access a broad range of data, then refine your selection based on effectiveness, leveraging data providers' sample offerings for experimentation.
  • 17:09
    Data correlations and aspirational customer profiles
    In most cases, correlations in data can be explained intuitively, and there are rarely surprising or unexplainable connections. However, companies often use data to explore customer profiles they aspire to reach, learning from existing data to adapt and engage with new customer segments effectively.
  • 24:12
    Unlocking the value of first party data for marketing strategies
    Brands will need to tap into their own on-site data, particularly user behavior and intent, by setting up first-party cookies and utilizing CDPs. This approach allows for in-depth analytics while respecting user privacy, offering valuable insights to drive marketing strategies.

Quotes

  • "There are so many things that can ruin an ad campaign. Data really is not one. But it can do wonders if you do tests." - John Velcamp

  • "Income is probably the biggest indicator of performance on most campaigns I've seen. If I had five data elements to use, income would be one, because there's so much associated with it." - John Velcamp

  • "You want to get data to figure out where you are at, but you also want it to be where you want to be aspirationally." - John Velcamp

  • "I absolutely think that one of the green frontiers for a lot of brands is going to be capturing their own on-site data with more clarity." - John Velcamp

  • "When we talk about intent data, a lot of that has to be farmed from within. That's where companies should be leaning in heavily, and this is where CDPs are super helpful." - John Velcamp

About the speaker

John Velcamp

Capgemini

- Capgemini

John Velcamp is Identity and Data Strategy Lead at Capgemini

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