Elevating the Marketer’s Role as a Data Steward

Transcript

Hi everyone, thank you for joining us for another eMarketer Tech Talk, where we host guests of all areas of ad tech, martech, and media. I’m Nancy Tefera-Santos, Senior Vice President eMarketer Insider Intelligence. Today we have a great presentation. We are going to find out how to deliver on the customer experience promise by using less data. Can you imagine that? We all want that promise of customer experience and to do it with less data is really critical. This is your opportunity to learn. We want you to absorb as much as you can, send in questions, and we’ll get to as many as we can during the Q&A. Now I have three special guests that I’d really like to introduce to you. First I have Marcella Mariniak, Director of Digital Marketing at LTS New York.

Hi Marcella. Next we have Amanda Valerga, Senior Digital Marketing Strategist from Adobe, who’s based in Chicago. And lastly we have Elizabeth A. Sexton, who’s Senior Product Manager of Privacy at Adobe in Utah. Elizabeth, Amanda, and Marcella, I’m so happy to have you here today. Thank you for joining us and we have a wonderful relationship with Adobe. You were one of our very first sponsors that we did a webinar back in over 10-15 years ago and it’s always nice to have you here. So Elizabeth, I’m going to pass it on over to you to kick it off. Thank you. Fantastic and thank you Nancy. We are glad to join you again. We here at Adobe are excited to have Altice join us for such an important and timely conversation regarding the elevation of the marketer’s role to include data stewardship responsibilities as well as how to execute that with less data. I want to thank my panelists Amanda and Marcella before we get started. They have put in countless time into this thought leadership piece and to bring you this webinar today. So thank you Marcella and Amanda. Before we get deep into the content, let’s start with a little groundwork. Why are we here today? Adobe recently commissioned a study with Adventus in an effort to learn about consumers understanding of data practices as well as to appreciate brands readiness for a future without cookies. We as vendors and brands are constantly thinking about revenue and the like but as we continue to build experiences, not products, the consumer perception can sometimes get lost in translation. Via the Adventus and Adobe study of approximately 1000 consumers, we learned that 85% of marketers were confident that their consumers understood those privacy practices and data policies. While exploring the consumer’s understanding of those privacy policies reported by marketers, it was found that less than 50% of consumers really understood the data policies. Even more telling is out of those consumers surveyed, only 61% of them had even reviewed the policies. As we examine the understanding of data practices and privacy notices across age segments, the gap was significant. It was discovered that younger generations are making up the vast majority of those who report understanding the policies. In addition, marketers are being tasked to test and deliver personalized experiences with access to less consumer data, particularly pseudonymous data. This is stemming from market forces causing disruptive changes such as Apple doubling down on their consumer privacy efforts by requiring consumer consent for tracking across apps, which went into effect earlier this year, as well as Google’s eventual deprecation of the third party cookie in Google Chrome. And though they have extended their original deadline, we are seeing marketers continue to prioritize the first party data focused strategies in order to be ready for that third party cookie list feature. All of this is really to highlight the need for consumers to understand the value exchange with brands and vendors they engage with and to showcase the need to create a trusted relationship with consumers. Because although there may be less data in quantity, the richness and reliability of the data the consumer provides creates a depth that is really highly valued. Preferences as well as consent will ideally lead to more accurate data and improved personalization since customers have raised their head for the experience.

When we examine the customer experience landscape, there are four urgent market forces at play. These are the rapid shift in identifiers to a more durable identifier, the expectation of consumers for personalization, privacy and governance forces, and lastly the consolidation of market platforms. Historically there has been perception that data management, governance, and privacy requirements are someone else’s responsibility. Over the past four years we have seen a blurring of the lines on who’s responsible for the life cycle of data. One force in particular stands out and that is the proliferation of privacy and governance experience expectations by consumers. What data is procured and how it can be used is now everyone’s responsibility. Privacy and governance are essential to understanding the expectations of the consumer when they entrusted you with their data and how that data is being governed within your organization to ensure its proper collection, use, and storage. Consumers look to develop a trusted relationship with brands. In doing so they expect to see similar values to their own as well as consistent alignment to the preferences the consumer has stated. Thus it’s imperative that marketers are empowered with tools which are both lightweight and flexible to meet the experience and relationship demands that are now before them. So having set the context of why we’re here, let’s take a moment and turn some time over to Marcella to talk about Altice as our special guest. Marcella? Thank you Elizabeth. So Altice is happy to be here with Adobe and eMarketer today. A little bit about us, Altice USA is a communication and media company that enables its customers through connectivity. We are fourth largest cable provider in the U.S. so operating under primarily the Suddenlink and Optimum brands with Optimum really being in the New York City tri-state area and Suddenlink in several Midwestern and Southern United States and we’re headquartered in New York City. And just a look here at some of our major brands, of course Suddenlink and Optimum as well as our advertising mobile and our news brands. So thank you so much for having Altice here. Thank you for joining. So one more housekeeping item. As we discuss elevating the marketer’s role as a data steward, it should be noted that we will not be getting into the Adobe products today. We encourage you to look for the symbol throughout today’s presentation which contains links out for more information on Adobe’s features related to the topics mentioned. Our agenda today will take us through the marketer’s evolving role in customer data management and appreciating the differences between governance and privacy. As we build on the foundation of governance, we will discuss concepts of the customer profile enrichment with consent and preferences and ultimately launching the merging of the customer journey with responsible data management. At the conclusion of today, we will leave you with five key takeaways you will be able to activate in your environment upon return to your office. Let’s jump in by tackling the marketer’s evolving role in customer data management. At the highest level, marketers are looking to contribute to the business and customer life cycle by leading strategy and tactics focused on finding new customers while maximizing the value of their existing customer base. Depending on the type of customer data being leveraged to achieve these goals, there is a need to bring together known and pseudonymous customer data in a unified profile to deliver differentiated experiences. However, with third-party data deprecation on the horizon, we’re seeing more brands turn to first-party data strategies. In addition, the heightened focus on consumer privacy has become a catalyst for marketers to start thinking about how to future-proof investments, pivot use cases, and reimagine customer data management strategy. The use cases on the left are generally powered by data management technologies such as a data management platform or DMP. And customer data platforms or CDPs promise to deliver on the use cases on the right. Adobe’s innovation is focused on delivering applications that power complete data management in one system with a single UI. Though we won’t go deep into Adobe’s tools today, Adobe solutions here in this space is real-time customer data platform, and you can learn more from this link. Most audience center of excellences or COEs will have three key components, a core team, stakeholders, and a steering committee. For some larger organizations, this wider COE may be comprised of 50 plus people, and for smaller organizations, it may be only a handful of individuals. As an organization evolves from a DMP to a CDP, you should expect the following changes in your center of excellence. Representatives from privacy and the CRM team should join the core team. The CDP will now have access to additional known customer data, and privacy should play a key role in determining how that data is governed.

At the onset of the CDP implementation, it is likely that IT and data engineering teams will be closely involved. A data architect role will likely help act as a bridge between the CRM or data lake teams and the new technology. For some organizations, this may take the form of a system integrator or a new agency. As the technology is onboarded and the organization moves to the run and operate phase, other teams such as marketing and personalization may be more active while the technical teams removing themselves from the day-to-day operations. Likely, there will not be a change to the steering committee team. However, if the CDP budget owner or stakeholder has shifted from what may have been in place with a DMP investment, those individuals sitting in the steering committee should shift accordingly. Here’s another opportunity to consider learning more about the white paper linked in the materials below. So let’s have Amanda join. Amanda, what industry shifts have you seen that have resulted in an organizational shift as we talk about centers of excellence? Yeah, thanks Elizabeth. In terms of industry shifts, I’ll start very briefly with the consumer. Consumers are always connected. They’re using a variety of channels and technologies to research and buy. And really, they expect that their favorite brands are going to know them acknowledge it and cater to them in some kind of a way. So how do businesses keep up with all of this? The variety of data, the personalization that we need to do at the speed of the customer. You mentioned it a moment ago about centers of excellence. And I really think COEs will look at things in terms of people, process and technology. So here are some high-level impacts of those three areas that I see coming. From a people perspective, there will be more of a focus on data-oriented roles, such as data engineers, data analysts, data stewards. And as technologies themselves over the past decade or so, they’ve become more and more marketer friendly. We have graphical user interfaces. This trend will continue. It’s called low-code or no-code technologies. Marketers may need to become more technical. They’re certainly going to need to be more adaptable, have to navigate some ambiguity, be collaborative. As a marketer, I consider myself a customer experience integrator of sorts, someone who is close to the technology and also close to the customer. From a process perspective, there will be a decreased emphasis on this concept of big data overall, while an increase in focus on data operations, meaning what do we do with all of the data that we have? So there’s going to be a greater reliance on automated processes while simultaneously allowing us to move with greater agility, be more collaborative, and technology is really going to facilitate that. So again, low-code, no-code technologies for automated processes, technologies that enable marketers to host real-time events or have real space experiences where consumers are integrated into virtual spaces or events. And of course, the cookie-less future, which a lot of people are talking about, that’s going to drive, often, by first-party methods. And to that end, at least with decreasing availability of third-party data ability coupled with restrictions on how marketers can use that data, these marketing technologists are going to have to be more diligent about understanding and honoring consumer consent. So as we accelerate digital transformation and really look at that impact to people, process, and technologies, organizations are going to need to develop deeper expertise on customer data management. Great. Thank you for laying that broader industry and organizational perspective.

Now let’s turn to Marcella. Marcella, what organizational shifts are required to mature an audience center of excellence to a holistic customer data management center of excellence? Sure. Thank you, Elizabeth. For me, one of the things that’s the biggest consideration is really the digital marketing team or the media teams working very closely with our data teams, our database teams within Altice, manage our customer and prospect data and know the ins and outs. And so one of the things that’s been really important over the past few years is working hand in hand in close collaboration with them so that we can, as marketers, better understand what data exists within our company, how it’s collected, what the permissions around it are, and everything more deeply about it. And this is especially important in preparation for when that data is more important to our marketing in a cochlear environment. And since I arrived at Altice, our engagement with Adobe and working with the DMP has really made this really kind of help push this collaboration with the database team because in developing those practices on how to use all the data that we have internally for audience manager, this has fostered that. So I think that that’s already underway at Altice, and it’s going to be even more important as we go towards the future in a cochlea environment. Altice is also uniquely positioned because our database team actually sits in the same org as the digital marketing team. And so we’re under the same VP. We’re able to closely collaborate. And it really helps facilitate some of the process that currently occurs, like I said, and that has to occur in the future. We’ll be ready for that when we reach that cochlea state.

That’s great. Thank you for sharing, Marcella. It sounds like Altice is well on their way with the journey ahead. Thank you for sharing. When we hear the term data steward, we often think of a traditional IT or technical role that are focused on the curation, collection, management of consumer data and the systems in which the data is centralized. Perhaps a data lake or maybe even a CRM system. This role, quote unquote, role as a data steward is more of an added responsibility for existing roles, generally perceived to be the responsibility of the IT organizations with oversight from legal and privacy teams. Whether the data steward is a data scientist building insights from normalized data or a data engineer who architects schemas for business uses, as a data steward, they must ensure the consumer data usage complies with internal policies, partner contracts, and is compliant with regulation. In addition, in addition, the one form, perhaps as an attribute, and then later that data is exported to another platform, perhaps as a group of attributes, is organized into a segment. As marketers, we rely on these teams to empower us with the right tools to ensure we are honoring the rules as we build across channel campaigns with access to sensitive data and to combine this data from various sources. We need the right data for the appropriate marketing channels, but we must now also rise to the occasion and incorporate aspects of data stewardship into our day-to-day roles. So, Marcella, how does data stewardship fit into marketers’ role at Altice, if at all? In terms of Altice, I think one of the things that we’re looking at a lot in terms of our evolving landscape is a greater reliance on first-party data over third-party data. And I think that’s a lot of advertisers today. You even mentioned it earlier in the presentation. And so, what does that mean? That means that with a greater emphasis on first-party data, we’re responsible. It’s our own data, right? So, we’re responsible for protecting that data, managing that data, better understanding it, being more involved in how data is captured.

It’s not the days like we used to when we would go out to a third-party and purchase data for campaigns. Now, it’s really more about being more central to what data we’re using, how it’s collected, when it can and cannot be used as we make that shift from third-party data to first-party data. And as marketers, I think one of the things a lot of organizations right now, data is collected at different places in the organization. So, one of the roles that we’re facing also is to centralize and understand what data is collected throughout the org. It’s not centralized yet today in a lot of companies as we’re preparing for this state, but we’re not quite there yet. So, marketers are now playing that role of really kind of understanding how to bring it all together. And even beyond the use cases that relate to our own marketing of our services and products, marketers are also being brought in to weigh in on the use of organizational data, customers and prospects data for other use cases outside of a traditional marketing sense. So, I think there really is a growing need for marketers to be involved in data stewardship and it’s a big part of our role. Fantastic. So, let’s dive into a better understanding of the differences between data governance and privacy. As we talk about the collection and use of data in today’s session, note that there are generally two concepts that tend to be used interchangeably. However, it should really be considered as distinctly different concepts with different goals in mind. Data governance refers to the management of data, the tools you need as a marketer to enable you the flexibility to create policies and label data based on your use cases. Collaboration with an IT team is key here. Privacy is more about data usage as well as consumer rights focused and delivering on the use cases. Collaboration with your privacy team will be key on this side, noting that they can help guide you on the definition of personal data and directive guidelines to follow which are unique to your business and the expectations you have established within your organization. You may have noted that we have not specifically called out security. Security is not typically seen as part of the marketer’s role but instead part of the overall security or IT team role. Let’s double click on data governance example when creating a segment. For example, in a martech solution such as a CDP, the initial concepts are three general functions, data in, segmentation, and data out. Here’s a simple way you can use the tools that may already exist within your solutions to govern data and enforce policies without hassle. When you adjust a data set, set a label on it that ties it to how the data should be used once adjusted. For example, say you’re collaborating with a partner to ingest email addresses. You have a special agreement approved by your legal team and your partner’s legal team to use the data a certain way. One of the areas both parties agree to is that the data would not be shared outside of your company. You can govern this within your stack. When adjusting the data set, you have a label such as a do not export to third-party systems. Next, you have built a segment called prospects which is made up of attributes of a partner’s email addresses as well as data from their own site related to purchase behavior. Your martech tool should automatically inherit the rules created during data ingestion and apply to this segment. And of course, the last step is to activate the segment. Say the segment is mapped to two destinations. If set up directly within your CDP, the policy should really enforce the rule without any additional intervention from IT or data engineers. In this example, the segment would be blocked when it attempts to activate to the DSP and advertising firms which are outside of your company. However, the data will be allowed to be exported to your internal data lake. Data usage is a key data governance capability and you can learn more about how Adobe Realtime CDP leverages labels at the link noted. The life cycle of data does not end with the collection or the activation of that data. Taking into account the use case and what you told the consumer your policies were, you need to consider the useful lifespan of data. As a consumer arrives at the brand to purchase a new car with an extended warranty, for example, they may expect the time for which the brand might keep that data looks different than the groceries that you purchased from your corner market and have delivered weekly. Consumers expect the time for the car purchase most likely to be kept longer or for a different length of time than that of the grocery shopping history. So understanding the use case while partnering with your center of excellence stakeholders will help determine the unique time to live for the data captured. In addition, you may want to ask some questions such as how long should a consumer be in a remarketing audience? How long do you set for frequency, or suppression? And how long is the data relevant? Adobe’s innovation is focused on flexible data governance tools in one system. Adobe’s solution here in this space is Realtime CDP, time to lift governance tools and you can learn more at the information provided.

Let’s turn to Amanda. Amanda, what questions should marketers consider when setting up their segments for activation, for example, in email campaigns? Yeah, when I am developing marketing strategies, I’m going to look at how my organization can make the most out of the consumer data that we have really and in doing so in a way that balances the consumer expectations around personalization, which we know they want to have a personalized experience for the most part and with their expectations for privacy. So a good rule of thumb is what is that mutual exchange of value? So the customer has given us information about themselves and so how do we leverage it in a way that their experience is tailored to them and that we’re also building and maintaining trust? So I can have two buckets of types of questions that I’ll ask myself. One is operational, one is around data stewardship. On the operational side, it’s what data do I need to make this campaign successful? Where is it stored and how do we activate on it? So where should the data be sent and where should it not be sent? Now from the data stewardship side, I’m looking at how are we going to ensure that the consumer’s requests and preferences are carried through? What’s our company’s internal policies? What permissions do I or the team have to use specific data or what data is considered personal or confidential or all these different categories, right? So how should each piece of data be treated and then who actually needs access to data? Who has permission to activate it? So I really see the marketer as a checkpoint to ask can we use this data and then should we use this data? Wow, those are great questions, Amanda. Thank you for sharing those. Now that we have a better understanding of governance and privacy differences, we’re going to build on that foundation to discuss the concept of consent and preference as it relates to customer profiles. Consent or preference? What really is the difference? When we talk about consent, we’re referring to the act of granting permission to a brand to engage with you in a certain activity. A person may consent to have his or her personal data used in a certain way or for certain purposes. Additionally, we also talk about consumer preferences. It’s about understanding and respecting how and when a consumer prefers to engage with a brand. It is also a way of allowing users to make choices about communication frequency, topics, and channels. Brands that really want to build trusted relationships need to master the consumer consent and preference management data collection. You have likely invested a great deal of time and marketing discipline in your customer journey as it relates to your individual use cases. Putting your data stewardship hat on, why not apply those same concepts as you layer on the consumer privacy experience to that overall customer journey? These touch points are just as critical to the customer experience as creating that perfect fashion image to attract customers. Remember, this is all a part of developing a trusted brand to consumer relationships. As marketers, we are constantly looking to land that connected customer experience. Applying the concepts to the consumer privacy experience should feel connected as one journey to the consumer. Taking time to understand how the customer desires to engage is critical to the foundational trust development. Taking time to conduct AB testing on your consent banner and making sure it is a simple interaction increases your likelihood of understanding the consumer’s choice. Many industries do a version of this today with the configurations to build your personalized car or complete a questionnaire for curated monthly fashion or a recipe kit. Just as you see in the example, it is about honoring the experience the consumer desires. Creating a blank slate to allow them to make an unbiased choice is important.

Beyond the importance of just the collection of the proper consent, it is also vital to take the opportunity to provide education to consumers in a simple and easy way. To consumers in a simple and easy to read format so they can make the selection that is right for them. Often consumers are looking for brands to echo their privacy values. Consumers want brands who are willing to be transparent about the use of their personal data as well as how they can make choices which will be honored. Taking time to define use cases and describing definitions in basic terms assures all consumers are able to engage, understand and make informed decisions. Allowing customers to tell you how they want their data used develops the brand to consumer relationship. Central to this opportunity is the unified profile which needs to combine both unknown and known customer data in a single place. Known data such as person attribute data provides precision and clarity on the who the individual is. Behavioral data often pseudonymous has tremendous scale and speed. Most businesses have more pseudonymous data than person data and the speed at which the data is generated far outpaces person attribute data. These types of data categories are natural to us as marketers but there is now an emergence of the preference category that goes beyond preferences about the products and services. Ingesting consent-based preferences into a unified consumer profile and honoring those preferences is a key pillar in building trust of building a trusted relationship. Sure you may know they’re buying preferences but enriching that same profile with which types of data they feel comfortable sharing with you and why enriches the profile and the relationship. Let’s turn to Amanda. Amanda as you think through this how can marketers use preference-based data to optimize engagements and do preference and consent focused data do they truly enrich the profile? Well Elizabeth you hit the nail on the head when you said that preference data does enrich the profile and the relationship and that’s really what I would like to focus on for a moment because that’s exactly how I think about it. So for many years marketers focused on leveraging those personal attributes and really a lot of behavioral data to personalize the customer experience and that was our focus right and that’s not going to change that’s continually going to be the focus but growing in importance our conversations around this consent data what are consumer preferences around how their data is handled which allows us to focus on something else than just sheer personalization and it’s a focus on building and maintaining trust. So we have personalization on the one hand and we have trust building on the other I think of those as two sides of the same coin. It’s something that’s very much on consumers minds more widely than it was 10 years ago and I’m not sure that marketers paid it as much mind as what consumers would have liked hence that’s why we now have laws and requirements that brands get consumer consent to track and use their data. It does mean that the scale of data has changed so not only are we going to become smarter about how to use the data we have we also have to become more conscientious about engaging with customers in a way that’s of course good for our business and effective but also respectful to the consumer and I think that is just so important in this day and age.

Well let’s turn to Marcella and ask a similar question how can marketers use preference-based data to optimize the engagement and do preference and consent focused data truly enrich the profile from your viewpoint? Sure so you know from my perspective thinking about traditional segmentation approach you know that marketers have taken it’s a lot of is based on attributes like demographics you know looking at different cohorts and how they behave. A more modern approach is thinking through their behavior and some of their purchase patterns and some of their other preferences and that’s an approach that you know we’re really shifting towards and focusing a lot more on and is important in a scenario where consumers are more and more aware of how their data is being collected and how they’re being tracked and in fact you know a lot of customers are a little bit object a little bit to it and feel uncomfortable by it you know preference if leveraging more preference-based data to do segmentation and to to target campaigns and build audiences is something that’s going to help deliver something to the consumer that they’re you know raising their hand in interest for as opposed to what we think as marketers is right for them. So that’s really important to establishing a relationship as was mentioned and also to improving the performance of our marketing efforts because these are ways that we’re gonna again deliver something that the customer is looking for and going to be engaged with as opposed to something that we think is a fit for them. You know a perfect example is you know Altice as a provider of internet services marketing to an individual based on their behaviors indicating that they use large amounts of data such as streaming and gaming and delivering them a very high speed internet option as opposed to you know making the assumption that they’re interested in a high speed internet option because they fall into a cohort of individuals. So that’s something that we’re dealing with on a regular basis and is really important is a really important shift for our efforts. Great sounds like both of you are indicating that these shifts are definitely going to deliver more on the consumer experience and expectations which sounds like it’s a win-win in the relationship. All right so we have built our own strong foundation of customer data management, privacy and profiles knowledge. Now let’s talk through how we merge all of this into the customer journey. We’ve talked about how the customer journey should be connected and how the privacy piece can also be an additional element to this journey. Let’s go through a very simple example of how this could be executed adding the layers we have talked about as it relates to privacy, data governance and consent. Imagine you’re on online doing a bit of fashion research by reading a blog about the cutting edge fashion and holiday trends. I for one can immediately think of my favorite brand and how I explore to see what is coming out in the months ahead. While reading a fashion blog you’re presented an offer from a fashion site for a discount. This is a clear-cut customer acquisition use case for retail but it could be applied across any industry. Since this is your first time at this particular brand’s website you’re presented with your consent choices and an opportunity to review the privacy policy of the brand. As the brand this is your opportunity to use plain terms to tell the consumer what personal information you intend to collect and how you intend to use that consumer’s personal information. Clear and concise information about your brand’s privacy notice allows the consumer to make a choice which is best for them and demonstrates how important their choices are in this symbiotic relationship. In this example I’m interested in providing my consent for all three categories that are presented to me. Empowering the consumer with transparent information allows them to make an informed choice about sharing their personal information. In this example each use case is explained and I can dig in deeper into the details if I wish but I don’t have to read the 20 pages of legal jargon to understand what the definitions are. Applying a simplified messaging that is the tone of the brand enables me to feel confident as a consumer to select my preferences versus potentially being annoyed by a pop-up that seems overly aggressive or maybe doesn’t even align with the brand experience I thought I was going to get. Keeping in mind the customer journey you’ve developed you will want to discuss and partner with your data stakeholders to be sure that they are only collecting data that is truly necessary to create the enriched customer experience while honoring their choices. Just a small quick tip here be sure you leverage partnerships with your privacy and legal themes to understand what is considered personal data. Continuing on this journey based on the preferences selected I can see an offer to join the loyalty program. The foundation has been set and now the personal data that the consumer has shared with you the brand can be leveraged to create experiences. The consumer relationship continues to grow and develop as the brand uses the consumer’s personal data in a way they expected because the education and groundwork were established when they made those initial choices. I received an email welcoming me to the loyalty program the brand has been honored by my prep the brand honored my preferences and I’m happy with the experience so far.

In the next step of the data management and governance aspects of the data steward responsibilities it is also important to consider how long you will keep the consumer’s personal data. Setting a time to live on data which is beyond its expected lifespan keeps data fresh and relevant to both the brand and the consumer. When I come back to the site I no longer would see the original ad from the fashion blog because well it’s expired but based on my interest in offers I get a personalized ad for an upcoming seasonal sale. And of course throughout the entire customer journey being sure we honor the permissions and choices the consumer shared with the brand are pivotal to building trust with consumers. Appreciating the consumer decision to only want to be reached out to for major sales events for example sets a clear expectation about what they want the experience to be. By understanding my preferences and honoring my request as a loyal consumer after I log in my experience is updated by seeing an invitation for the early access to the seasonal sale. So Marcella as we think about the different aspects of data stewardship how will this impact media use cases especially with third-party cookies soon to be deprecated? Great question that we’re challenging ourselves with very frequently nowadays.

So in light of you know the upcoming landscape changes we’re thinking about a couple different issues one being that tag-based audiences are no longer going to be as useful and those were you know remarketing so many use cases reliant on that. Another is third like I mentioned earlier third-party data is no longer going to be as useful and that’s another set of use cases especially with customer acquisition. And so you know we talked about earlier acquiring first-party data becomes significantly more important for both existing customer use cases as well as acquisition use cases and that’s significantly more challenging. You know it’s not just about what first-party data do we have as an organization it’s also about how do we acquire additional data that we can use. Advertisers have to figure out marketers have to figure out how to do this better how to be better at this and it’s a it’s kind of a new job for us. So you know some of the things we’re thinking about it’s like who do we partner with or you know how do we weave the collection of additional you know first-party data points into our interaction with our customers and our prospects on our website or on our app or you know in different environments where we have the opportunity to do that. And then of course how do we weave in privacy and consumers preferences so these are questions that we’re asking ourselves as we think about media use cases and how we’re going to how we’re going to do these things in the in the future state when within our changing landscape and in a cookie-less landscape. Great thank you. So the remaining item on our agenda today is the key takeaway so let’s jump in. To build consumer trust and understand one’s responsibilities as a data steward it’s important to remember the following concepts. First is clarity personal data can be defined in multiple ways and new directives broaden the definition beyond just the traditional email or phone numbers. You will want to work with your privacy team to ensure that you are clear on how your privacy team defines data types. For example how does your privacy team define personal data? By asking the question you can gain clarity and expand your definition of what personal data is. Whether we are talking about a specific legal requirement or not consumers should have access to update or delete their data. It’s their choice to invest in our products and our responsibility to give them choice in how they leverage their data. Choice of course goes hand in hand with consent capturing permissions to follow through on the use cases that the consumer opts into. Governance is key for someone like me who’s managing data ingestion and activation. I need to make sure the right people get access to the data they need and that the appropriate channels have access to the data. For example use data export controls in audience manager to limit how data is exported and it allows our customers to ensure that data is not sent somewhere that they did not they were not aware and it controls so there’s no violation of data privacy. As marketers honing in your data stewardship skills there are new questions which will help support clarity choice consent and governance. Start with asking questions and please partner with your data stakeholders to build out a full organization perspective surrounding these concepts. I think we heard from Marcella earlier that that’s one of that centralization and understanding kind of where all that data lies and how it would be identified is going to be key as we move forward with our data strategies. So for example clarity what personal data do you need to power your experiences? Under choice how do I as a marketer ensure that the consumer requests are carried through? When it comes to consent how does my organization capture consent? And last under governance what tools are available to me today to govern data? Amanda I know you speak with many customers across industries do these types of questions resonate based on the teams you work with? Oh they absolutely do I think more and more marketers are getting involved in that one question you just mentioned about how are we capturing consent? What data points are we capturing from what different parts in the ecosystem? You know just when I think about elevating the marketer’s role as a data steward I think about you know how we get involved in the upfront planning and as you’ve mentioned the importance of that governance I really think about the marketer as an advocate. An advocate for consumer rights and interests and all the questions that surround that and an advocate or a representative of my company’s interests and really just ensuring that we adhere to the not just the policies but the promises the promises that we’re making to our customers and our partners and you know our company itself. So yes these are a great set of questions data stewardship is absolutely blending into the marketer’s role and I just think it’s a very important topic that marketers really hone in on. Great so when you get back to the office as you get ready to head back here are a few actionable takeaways to carry with you to build on on what the panel has shared with you today. Meet with your privacy team confirm the guidance required for your use cases. Understand data ingestion processes and the definition of personal data as defined by your privacy team and your organization. Investigate built-in governance tools that may already be available to you. There may not be a need to add on additional layers you may have some of those tools and capabilities such as labeling or policies already available. And then begin strategic conversations about moving to durable identifiers. So this is a host of information and we really appreciate everyone’s time and investment we know that this is actually a very interesting disruptive change that’s coming our way and we are all taking on new responsibilities when it comes to data stewardship. Thanks to the panel Marcella and Amanda and Nancy thank you for taking this journey with us. Let me hand it back over to you.

Thank you so much Elizabeth, Amanda, Marcella this was an excellent conversation as I said from the beginning this is such an important topic you guys all hit the nail on the head there. I’m over here taking a little bit of notes because there was just so much great information for our audience you don’t I you didn’t have to take notes we’re going to send out the slides and the recording for you so expect that and I would encourage everyone to share it around your organization and listen again there was so much rich information in here and again it’s really important Amanda you just said that it’s really important for marketers not only to be an advocate for their company but also for their consumers great point Marcella you said it’s a new job our jobs as marketers just keeps evolving and more and more data privacy and data becomes more in our wheelhouse and more of everything that we have to monitor and so forth so really important thank you so much really appreciated this and before we wrap up let me take a moment and tell everybody what’s happening across eMarketer’s media channels first you can register for more upcoming webinars tech talks and analyst webinars at eMarketer.com forward slash webinars on the audio side of the house don’t forget to check out behind the numbers that’s our daily podcast and please look at our newsletters industry voices is featured on Mondays that is in my opinion a wonderful video interview series where we interview different marketing executives about different advertising and marketing shifts in the in the industry and this month we are focusing on financial services so thank you again for tuning in we’ll send those slides and the recording over to everyone and thank you again to Adobe and Elizabeth, Amanda, Marcella, everyone for joining us today we’ll see on another tech talk bye-bye Thanksgiving