This year at Cannes Lions, we sat down with Merkle’s Senior Vice President of Analytics & Strategy for EMEA, Ben Gott, to talk about how his team and clients are using Datorama to achieve a successful people-based marketing approach and create one-to-one, real-time connections with customers.
With Merkle’s roots in data and mission to support quantitatively-led marketing, the agency has shifted focus over the last couple of years from implementing marketing stacks to integrating them. As clients become more adept at driving different campaigns through different channels, they face challenges linking them. According to Gott: “Increasingly, our goal is to create data fluidity through those platforms and Datorama is the key to making that work.”
When it comes to measuring outcomes, Gott notes that clients want to measure the things that are closest to business growth, stakeholder conversations, and financial earnings. This all begins with end to end measurement of a customer’s entire interaction with a brand. Datorama helps provide clear insight and transparency.
Gott believes that people-based marketing holds massive promise for the future and that the next frontier will focus on the outbound side of marketing and “using tools like Datorama, not just to report, but to predict outcomes and change campaigns live in the moment. The sky is the limit.”
Watch the full conversation below and be sure to check back on our blog for more Cannes Lions 2019 highlights!