For the first time in its history, LiveRamp brought its successful RampUp roadshow across from the US to London and made the city the only place to be for leaders in martech.
We may have come a long way since the first banner ad 24 years ago but there’s still a long way to go. With GDPR still top of mind for many, attendees heard from industry leaders from companies including Kimberly-Clark, Appnexus, The Ozone Project, The Telegraph, Numberly, Criteo, Discovery and more, about driving consumer insight in a responsible way.
Here are three key takeaways from our inaugural RampUp on the Road London:
- People-based marketing takes data-driven marketing one step further
- GDPR is an opportunity to educate
- Your organisation needs to be digitally fit
Let’s explore these a bit further.
Insight #1: People-based marketing takes data-driven marketing one step further
People-based marketing moves beyond data and the poor practice we’ve seen in the past. It’s informed by data but recognises people are individuals on individual journeys making individual decisions.
The keys to success in this new landscape are in organising business units around engaging the consumer and making sense of the data in a responsible, compliant way.
Insight #2: GDPR is an opportunity to educate
Our session on GDPR was standing room only, so it’s clearly still a hot topic. Post-25 May, we’re all used to having to click past a screen about the way a site uses our data before we can get to the good stuff. But is this the right way for marketers to deal with
GDPR?
We’re addressing users’ concerns by telling them what we’re doing with their data but are we doing it in a way that engages them in data privacy or educates them in why it’s important? For Nicola Roviaro, Head of EMEA Data Protection and Privacy Specialists at Google Marketing Platforms and Sarah Wanquet, Head of Privacy, EU at LiveRamp, now we’re all getting to grips with what GDPR really means, we have an opportunity to leverage relationships and build trust with consumers.
It’s undoubtedly a long term challenge but it’s a worthwhile one because consumer concern about data privacy is growing.
Insight #3: Your organisation needs to be digitally fit!
Colin Bradshaw, Chief Customer and Data Protection officer at TwentyCi, suggested organisations needed to see their digital fitness as more than just a task for the tech team. He pointed out the shopping experience has moved on since the days of high street window shopping and today “the world is at the consumer’s fingertips”. It means that if you want to keep up with them, you need to use your data. His advice was to focus on three areas – a bit on technology, a bit on process and a lot on people.
Vital too is to map your customer journey and – most importantly – share it throughout your organisation. Because, he concluded: “the balance of power has swung and the consumer knows more than you do”.
Bonus insight: Neil Armstrong’s first drink back on planet Earth was a cocktail from The Savoy!
Our venue for the day was The Savoy and as if this couldn’t get any more iconic, we learned about the hotel’s role in celebrating the first moon landing! In 1969, head barman at The Savoy Joe Gilmore created the Moon Walk cocktail, which he sent in a flask with some glasses to Houston. Neil Armstrong wrote to him to say it was the first drink the team had after they came out of quarantine.
Thanks to everyone who joined us for RampUp On The Road, London 2018. See you next year! In the meantime, you can find out more about RampUp conference and roadshows on the RampUp website.
Photographs courtesy of Tom Edwards.