Sales engineers, which Haskell finds in short supply, are key to activating data.
“People in operations or project management make a huge difference in customer satisfaction,” Haskell said. “We’re thinking about how to develop their careers so they want to stay with us longer.”
While many talk about training salespeople to be fluent in programmatic, Haskell said the harder part is finding people who understand how to execute the deals.
Bloomberg Media Group recruited a NASA-trained data science team to activate its audience data, said Paul Caine, chief revenue and chief partnerships officer for Bloomberg Media Group.
Finally, when a publisher or advertiser shares its first-party data, there must be trust.
“I’m convinced that the future success of what we do today is based on collaboration,” said Mac Delaney, SVP of programmatic at media agency Starcom Mediavest. “Where data is shared, there has to be trust and reassurance.”
The stakes are high. Publishers and buyers who succeed in collaborating with data will “come out first,” he said.
Publishers should also think about applying data beyond just programmatic sales, said Anush Prabhu, partner and chief planning and investment officer for agency Deutsch NY.
“People don’t differentiate between data-driven and programmatic,” Prabhu said. “Data can be a tactic for anything. We’re trying to meld creativity in buying more often, because more is possible now.”