Using data to Boost ROI on Ad & Tech Investments — Kristina Prokop // Eyeota

Kristina Prokop, CEO and Co-Founder of Eyeota, explores the potential changes on the horizon for collecting audience data. In the face of dynamic changes in the marketing landscape, it is imperative for marketers, technology providers, and data companies to work together. By harnessing the interconnected potential of various technologies and data, our collective success lies in driving more value and thriving as a cohesive ecosystem. Today, Kristina discusses using data to boost ROI on ad tech investments.
About the speaker

Kristina Prokop

Eyeota

- Eyeota

Kristina is CEO and Co-Founder at Eyeota

Show Notes

  • 01:57
    Using data effectively in marketing
    Use cases include audience targeting for advertising campaigns and overlaying audience data on first-party data for existing customer base insights and prospecting ideal customers. To adapt to the changing landscape, Marketers are moving from DMPs to customer data platforms.
  • 05:06
    The role of customer data platforms (CDPs) in modern marketing strategies
    Traditional CRMs primarily store offline customer information, while CDPs collect and overlay additional data to provide a deeper view of customer behavior. CDPs enable targeting in digital marketing channels, making them more versatile for data-driven marketing strategies.
  • 07:29
    Unlocking the power of customer data platforms
    Integrating data from various sources into a customer data platform is the ultimate goal. Having all this data in one place enables a comprehensive view of your customers, enhances customer engagement, informs marketing strategies, and improves prospecting efforts.
  • 09:18
    Anonymization and compliance in customer data platforms
    In a CDP, data is anonymized at a segment level, so individual information is not linked back to specific customers. Instead, the focus is on gaining insights into customer groups and using that information to target audience segments for different campaign goals.
  • 11:14
    The emergence of clean rooms for data sharing between companies
    Clean rooms are emerging as a solution for data exchange between companies without sharing sensitive or personally identifiable information. They provide a secure environment for exchanging data behind a wall, enabling collaboration while safeguarding privacy.
  • 12:41
    Empowering marketers with non first party data solutions
    Companies actively involved in the data space should help marketers explore suitable solutions and options to complement their first-party data. Marketers transitioning between technology stacks should consider non-first-party options for better customer communication decisions.

Quotes

  • "First-party data, although it's obviously the most important and valuable data asset that a marketer holds, the problem is still that it's relatively limited in its scope." - Kristina Prokop

  • "You can't use a CRM to target someone on a programmatic advertising campaign. So, that's where a customer data platform comes into place and allows you to get more of the digital touch points." - Kristina Prokop

  • "The use cases within the customer data platform are very clearly carved out that there can't be one-to-one activation off the back of that insight." - Kristina Prokop

  • "Clean rooms are an environment where two companies can share data without any sensitive or personally identifiable information being exchanged." - Kristina Prokop

  • "The really powerful potential of data is looking at non-first party solutions to know more and to understand more, and to be making better decisions for communicating with your customers." - Kristina Prokop

  • "We all have to work together as marketers, technology providers, and data companies to really evolve with all these changes that are happening." - Kristina Prokop

About the speaker

Kristina Prokop

Eyeota

- Eyeota

Kristina is CEO and Co-Founder at Eyeota

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