After years of talk and wishful thinking about data-driven audience targeting, “I think we’re getting down to the nuts and bolts,” says Anupam Gupta, Chief Product Officer at 4C Insights, the data science and marketing technology company.

“A lot of the conversations now are not such much about the promise of all the stuff we talk about. Data-driven, advanced TV, whatever. But it’s about how to practically make it happen,” he adds in this interview during a break at last week’s Beet Retreat in the City.

“And the challenges that people are facing who kind of said, ‘hey okay, I want to do this, now let’s roll it out to teams and what’s the process and how do you educate teams that have been doing it a certain way.’”

Asked by Beet.TV contributor Matt Prohaska, CEO & Principal of Prohaska Consulting, to recap the progress of 4C, which was founded in 2011 under a different name to operate in the social media space, Gupta says it’s been a journey on disparate platforms.

“So we started out in paid social, we extended to TV, toward the ultimate dream that what marketers need is really one platform to do audience-driven, cross-channel marketing,” says Gupta. “That’s really kind of what we’ve been moving towards.”

What he’s seeing now in the market is that brands and agencies alike “absolutely get it. They know that these media need to work together. They know that it can’t just be silos.

“So they get it but we’re in the process of deploying it. People, process, technology. How all these need to work together.”

This video was produced at the Beet Retreat in City & Town Hall on June 6, 2018 in New York City. The event and video series are presented by LiveRamp, TiVo, true[X] and 605. For more videos from the series, please visit this page.

By Steve Ellwanger on    @steveellwanger