STEVEN WOLFE PEREIRA: My remit is global in nature. Everything that has to do with the Datalogix brand, product marketing and vertical marketing. There will also be oversight of privacy, and most exciting will be leveraging my background at MediaVest to oversee global agency partnerships.
What will the agency piece involve for you?
I’ve learned a lot about Datalogix not from the media companies like Facebook and Twitter and not from the ad-tech companies, but really more from the brand advertisers. As an agency partner, all agencies are trying to figure out how best to play in digital data and analytics at a macro level. The media agencies are kind of like the investment banks of the media business. That’s where the money is. As stewards of the capital for clients, it’s really important for them to understand everything that’s happening in the marketplace.
We haven’t spoken publicly about it, but we work with agencies all the time, because when the brand advertiser is in the room, so is the media agency.
We think there’s a lot of value in developing a deeper relationship at the client team level – whether the team is running P&G or Coca-Cola – and at the holding company level. It’s having relationships from the bottom up and top down.
As CRM matching becomes more of a reality across all the social media platforms, is there a need for agencies to centralize the way they manage audience buying and database matching?
If you think of the evolution of targeting, there’s been this evolution from demo[graphics] to psychographics to contextual to behavioral. Now we’re at the highest stage in the evolution of targeting, which is purchase-based targeting. For Procter & Gamble, it might be targeting an audience based on “Who buys CoverGirl?” or “Who buys Tide?”
We can use your data and the technology we’ve built to look at purchase data and then do the predictive analytics to figure out who is likely to buy this and show that they’ve bought in the past. That to me is the exciting part. No one’s been able to show that.
For clients as well as agencies, it’s about where they are on that journey to focus on the most important business impact, which is sales.