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Martech, adtech and the challenge of big data | Mumbrella360 video

In this panel discussion from the Mumbrella360 conference, Toby Gabriner, Gavin Merriman, Clement Tsang, Fiona Moylan, Danielle Uskovic and Andrew Birmingham talk through the impact of the collision between martech and adtech and discover what it all means for marketers.

While it’s true that the worlds of martech and adtech are colliding, AdRoll’s Toby Gabriner believes it’s more helpful to consider marketing and advertising data in three sections:

“There are three pillars we should be looking at, there’s ad tech which is the execution layer, we need to break out the data piece and look at it as cookie data versus first-party data. I think there’s a pillar of data with martech being more the personally identifiable information type data.”

Managing all of this data is the biggest challenge as Fiona Moylan, the global director of digital and e-commerce at Jurlique International discovered when her team set out to standardise the company’s customer information.

“What slowed us down was what I thought we had nailed – the cleaning of the data.”

Toby Gabriner, Gavin Merriman, Clement Tsang, Fiona Moylan, Danielle Uskovic and Andrew Birmingham

Data is a common theme throughout the talk, especially when it comes to figuring out ways to store that data.

The cost of cloud solutions is a big concern for clients, with the panel agreeing that the prices asked by providers such as Adobe and Oracle are outside their budgets.

Gavin Merriman, the global head of digital at Nude by Nature, points out that most companies’ marketing departments will choose more affordable products to meet their needs.

Overall there is agreement on the great potential for the merging of advertising and marketing technology sets, even if there’s still some way to go.

“It’s such an exciting brave new world, the data sits there and the question is how we make this meaningful for advertisers?” concludes Cadreon’s Clement Tsang.

This session was curated and presented by AdRoll.

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