Data is as much use as a chocolate fire guard if we don’t interpret it and link it to customer needs

Data is as much use as a chocolate fire guard if we don’t interpret it and link it to customer needs

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Suki Thompson, Oystercatchers CEO, recently took part in debate on “data, tech creativity: new opportunities for marketers” with a panel of industry leaders in a live Q&A hosted  by The Guardian.

Here are just a few of Suki’s thoughts shared live with the Guardian audience:

“Marketers need to have a moral compass on these matters. Something that seems to get lost in the excitement of what is possible through technology.”

“The single customer view is paramount. Companies need to de-silo old fashioned data habits. Data needs to sit at the heart of the way companies operate. Like with B.Th. emergence of the CIO and Marketing at Board level tends to indicate companies moving in this direction.”

“The challenge for marketers is to surprise and delight through the intelligent use of data not generate shock and mistrust.”

“There’s alot of data – the challenge is to extract data to innovate and satisfy customer needs. Those marketing departments that have data integral to their approach are more successful than those that sit it on the edge.”

“The challenge for today’s marketers: can their companies adopt these changes or will that territory be left to start ups to define new categories based on these technologies. Look at Uber, Amazon and Ebay …”

“The creative process doesn’t necessarily need to change but it does need to speed up. Traditionally creative insight would come from long term research, now this insight can be delivered almost in real time. Agencies have to remodel themselves to deliver solutions at speed, cost effectively.”

“I love the Burberry ‘kisses’ campaign where it partnered with Google to launch its new lipsticks. https://www.thinkwithgoogle.com/campaigns/burberry-kisses.html I loved seeing my kiss cross the sea to my friends, all over the world.”

“I’m excited by Predictive Technologies that anticipate customer need – marketing exists to anticipate and satisfy customer needs, any technology that speeds up or amplifies predictions are exciting to me.”

Summing up: Suki concluded, “The key themes from today seem to be that more work is needed on; data transparency, trust and the use of our moral compass, board level buy-in but there is still, thankfully an enhanced role for human beings so our jobs are safe for now!”

The full conversation is posted here on The Guardian site: http://www.theguardian.com/media-network/2015/aug/25/data-technology-creativity-marketers-marketing

Victoria Sinclair