There's certainly no shortage of data out there, but how marketers and brands utilize this vast resources still isn't being worked out.

1. T H E R E ’S CE RTA IN LY N O SH ORTA GE
OF DA TA OU T T H E R E ,BU T H OW
M A R K E T E R S A N D B R A N DS U T IL IZE
T H IS V A ST R E SOU RCE IS ST IL L
B E IN G W OR K E D OU T
WHATTODOWITH
ALLTHISDATA?

2. DECADESAGO,MARKETERSWOULDHAVELOVEDTO HAVEDEEP,PERSONAL
INSIGHTSINSIGHTSABOUTTHEIRCONSUMERBASE.ITMAYHAVESOUNDEDINTRUSIVETHEN,
BUTNOW WE’REGROWINGUSEDTO IT.FOLKSARECOMINGTOTERMSWITHTHEIDEA
THATLIVINGDIGITALLYCOMESWITHMAJORPRIVACYTRADEOFFS.HABITS,LIKES
ANDDISLIKESAREALLPUBLICINFORMATIONNOW—INFORMATIONTHATBRANDS
HOPETO CAPITALIZEON.THAT’SNOTSO SIMPLE.THERE’SSO MUCHOFITOUT
THERETHATIT’SDIFFICULTTO MAKEUSEOFITEFFICIENTLY.HOW CANALLTHISDATA
BEPROPERLYMEASURED,ANDWHAT’STHEENDGAMEFORBRANDSAND
CCONSUMERS?THESEQUESTIONSWEREATTHEFOREFRONTOFAPANELDISCUSSION
ATSXSW FEATURINGSOMETOPINDUSTRYLEADERS,ALLOFWHOM HAVEAHORSEIN
THERACE.
SO M U CH DA TA

4. JEREMYDALY,EXECUTIVESTRATEGYDIRECTOROFY&ROPINEDTHATTHERECOULD
BETOO MUCHDATAOUTTHERE.SINCETHEAVAILABLEDATA ISCHANGING
CONSTANTLY,GAUGINGITSMEANINGREMAINSANUPHILLBATTLE.WILLIAMSNOTED
THATWEOFTENONLYREPORTOUTONSUCHASMALLFRACTIONOFTHEDATATHAT
WERECEIVE.ANDSTEVEWIRIG,SOCIALMARKETINGEVANGELISTOFDIGITAL
MARKETINGFORADOBE,POSITEDTHATALIGNMENTOFDATATO COREBUSINESS
OBJOBJECTIVESISTHEKEY.OFTEN,HESAID,THESOCIALDATATHATISCOLLECTED
DOESN’TFALLINLINEWITHBUSINESSOBJECTIVES,ANDTHUSCANBE
RENDEREDUSELESS.
M E A SU R IN G W H A T M A T T E R S

5. IFDECIPHERINGDIFFERENTTYPESOFDATAANDMEASURINGWHATTRULYMATTERS
REMAINSDIFFICULT,HOW AREWESUPPOSEDTO ULTIMATELYMAKEUSEOFALLTHIS
INFORMATION?ACCORDINGTOWILLIAMS,DATACANUNLOCKNEW OPPORTUNITIES.
ITCANBEUSEDTO UNDERSTANDTHECUSTOMERONLINEJOURNEY,WHICHINTURN
CANHELPBRANDSTO BUILDRELEVANTCONTENTANDENGAGEMENT
OPPORTUNITIES.IT’SIMPORTANT,SHEFINISHED,TOTHINKABOUTACUSTOMER’S
AFFINITIESANDNOTSIMPLYTHEFINALCLICK.
M A K IN G U SE OF DA TA

6. FORBRANDS,MININGTHROUGHTHISMUDDLECERTAINLYALLOWSTHEM TO LEARN
MOREABOUTTHEIRCUSTOMERS,BOTHPRESENTANDFUTURE.BUT,ASJANE
SSCHACHTEL,FACEBOOK’SGLOBALHEADOFTECHSTRATEGYNOTES,SOMETIMES
CONSUMERINTENTISIMPLIEDBUTNOTCLEAR.THERE’SAFINELINETHATHASTO
WALKED.BUT,IFDONECAREFULLY,THEINFORMATIONAVAILABLETHESEDAYSGIVES
BRANDSTHEOPPORTUNITYTO DELIVERSOMETHINGMEANINGFULTO CONSUMERS,
ANDCANEVENSURPRISETHEM ALONGTHEWAY.FORCONSUMERS,PRIVACYIS
OFTENACONCERN.HOWEVER,IT’SALSOAPERSONALCHOICE,ANDASSCHACHTEL
NOTED,THISYOUNGERGENERATIONISMUCHMOREUNDERSTANDINGOFTHEIDEA
OFOFSHARINGPERSONALINFORMATION.WHAT’SIMPORTANTISTHATTHEYRECEIVE
SOMESORTOFVALUEINRETURN.ANDTHERE’STHEALL-IMPORTANTTRUSTFACTOR
THATCANNOTBEIGNORED.
W H A T ’S IN IT FOR B R A N DS
A N D CON SU M E R S?