FORT LAUDERDALE — The rapid development of advertising and marketing technology is allowing buyers to mash up disparate data sets to better inform campaigns. But don’t risk losing the expertise that comes with old-world data, says an advertising veteran.
“In the past, you used Nielsen data for TV, print data for print, econometric data to look for correlations in regression analytics… everybody spoke different languages,” Group M global chairman Irwin Gotlieb tells Beet.TV in this video interview.
These days, maybe marketing professionals bemoan remark that media channels have, historically, appeared “siloed”, while new technology allows for holistic planning.
But Gotlieb warns: “You don’t break down silos by forcing integration on people. That is the absolute, fastest way to lose all specialisms. Every time I’ve seen organisations try to integrate … they throw the baby out with the bath water.”
Thankfully, no-one needs to lose any babies, Gotlieb says: “The good news is … for the first time, you can see a light at the end of the tunnel. We’re moving very rapidly to a world where the data silos get conjoined. That conjoining creates real opportunities for integration in work process without losing any of the specialisms.”
This video was produced at the Beet.TV executive retreat presented by Videology with Adobe, AT&T AdWorks and Nielsen.
The panel was moderated by Videology CEO Scott Ferber.
You can find more videos from the Beet Retreat on this page.
