How brands should build a marketing data strategy — John Velcamp // Capgemini
John Velcamp
Capgemini
- Part 1How to construct a Data Identity moat — John Velcamp // Capgemini
- Part 2 How brands should build a marketing data strategy — John Velcamp // Capgemini
Show Notes
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01:17Best practices for building a marketing data strategyIdentify 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.
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06:55Testing and sampling adjacent dataTesting 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.
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11:56Identifying and prioritizing adjacent dataConsider 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.
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17:09Data correlations and aspirational customer profilesIn 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.
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24:12Unlocking the value of first party data for marketing strategiesBrands 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
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"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
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"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
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"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
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"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
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"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
- Part 1How to construct a Data Identity moat — John Velcamp // Capgemini
- Part 2 How brands should build a marketing data strategy — John Velcamp // Capgemini
Up Next:
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Part 1How to construct a Data Identity moat — John Velcamp // Capgemini
John Velcamp, Identity and Data Strategy Lead at Capgemini, delves into creating a competitive advantage with strategic data identity. With mounting restrictions on data accessibility and privacy regulations, the cost of finding new customers is increasing. To effectively navigate this evolving landscape, companies must prioritize building and maintaining their first-party data, while also exploring quality third-party data partnerships that align with regulatory requirements. Today, John discusses how to construct a data identity moat.
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Part 2How 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.
