S2 | Ep 3 | Competitive Advantage: The Evolution of Consumer Data with Mike Bregman, Chief Data Officer at Havas Media Group
In Episode 3 of Season 2 on Driven by Data: The Podcast, Kyle Winterbottom is joined by Mike Bregman, Chief Data Officer at Havas Media Group where they discuss how the evolution of consumer data is providing competitive advantage, which includes:• How the marketplace for consumer data has changed • The rise of the walled gardens • Defining relevant use cases that deliver the most value • How to calculate effort versus value • Using Data Science to predict ROI• The emergence of cleanrooms• Consumer identity & privacy will be guarded commodity • People still do want to be targeted, what they don’t want is to be sold to• Why 10:1 provides greater ROI than 1:1 • How that reduces certain privacy concerns • Why an individual consumer journey is a “pipe dream” • Getting the balance right between privacy and innovation • The importance of successful use cases • The importance of collaboration between the CDO & CMO• Level of investment from lead to sale • The Rubik’s cube between brand advertising and performance media• Embracing the connected consumer journey • The importance of consumer experience• Why people will be the future of the modern-day data platform