“Old marketing has always been about archery. You’re there to hit the target and shoot the same arrows over and over again. New marketing is a lot like ping pong. It’s real-time decisioning. You’re leveraging business data, and not just media and marketing data. It’s requiring a lot of new skill sets, especially people who are focused on “math-vertising.” It’s almost like looking at your consumers as a patient universe using predictive patterns. What are the vital signs that may be consistent, but you can’t see them? It’s taking a very surgical, adaptive way of looking at data. It’s not about big data or having the most data. It’s about having the right data and putting it in the right test environments. A lot of times, now, we’re trying to come up with algorithms … to look at (consumer data) across our paid, owned and earned results.”
— Brian Decker, managing director of client leadership and GroupM Sherpa for Mindshare, during IAB Advertising Technology Marketplace in New York City on July 15.
