Ă۶ąĘÓƵ

Transcript

Hi everyone, thank you for joining us for another eMarketer Tech Talk, where we host guests of all areas of ad tech, martech, and media. I’m Nancy Tafarisantos, Senior Vice President eMarketer Insider Intelligence. Today we have a great presentation. We have Coca Cola and Ă۶ąĘÓƵ with us. They’re going to share their perspectives on the evolution of first party data and how they reimagine the customer journey with a customer data platform. This is your chance to learn. We want you to have an education. Send in questions during the presentation and we’ll get to as many as we can during the Q&A, so please keep them coming. Now I want to introduce my special guests. From the Coca Cola company, I have Allison Engelsman, who’s Global Lead, Audience, and Addressable Media Solutions. I have Ben Tepper, who’s Senior Technical Evangelist at Ă۶ąĘÓƵ, and Rocky Patel, who’s Principal Product Marketing Manager at Ă۶ąĘÓƵ. Welcome, Allison, Ben, and Rocky. Thank you so much. Thank you. This is Rocky, who’s a little camera shy today, but happy to be here. We’re happy to have you here. Thank you so much. Thank you all. This is going to be great. I have the pleasure of a little preview and I want to say to the audience, really good information here. So Ben, I’m going to throw it over to you. Amazing. Thank you so much, Nancy, and thanks again, everyone, for joining today. Just to kick things off really quickly, you know, if you’re not familiar with Ă۶ąĘÓƵ from a digital marketing and kind of a digital standpoint, you’re probably familiar with things like PDF and Photoshop, but we’re really focused today on thinking about the customer journey and the way that data influences the way that we as marketers, as organizations, think about how we drive our businesses forward, how we evolve, and how we personalize along that way. That’s really what our focus is. And so we couldn’t be happier to have Allison from Coca-Cola with us here today to tell us a little bit about, you know, what do you do and, you know, what your role at Coca-Cola is. I’d love to hand it over to you, Allison. Sure. Hey, Ben. Nice to meet everyone virtually. I’m Allison Ingelsman, Aili’i Coca-Cola’s global audience and addressable media solutions team. I will say that this is a new team. I’ve been with the company about nine months now, and our role is very much focused on how we build and scale capabilities to advance our people-centric marketing model within the addressable media space, which is truly a lens into driving our digital transformation as a system. So we get to cover a lot of fun topics, such as identity, performance management, ad tech, consumer data strategy, supply side optimization, and we get to drive all of this through the lens of thoughtful innovation for our system. So most of you are probably pretty familiar with Coke. I think there’s this global stat that I’ve seen that’s like 90% of the world’s population can actually recognize the Coke logo, which is just really a testament, I think, to our rich cultural storytelling. We’ve been in business over 130 years. We have a massive global footprint, 200 plus countries and territories, and we do span the total beverage category. So as much as everyone talks about Coke, we do have 200 brands that sit within our broader portfolio. So I am just super excited to get to join this team here today to talk about how we can shape the next chapter of marketing and innovation with consumer and personalization at the forefront. So thank you so much for having me, Ben and Rocky and Nancy. Ben Mezrich Well, thank you, Allison. So great to have you. What a cool brand, what a cool company to work for. Well, without let’s dive right into kind of our agenda and content for today, we want to start off by talking a little bit about, you know, what is first party data? What are the changes that are happening? And you know, some new studies that we just did that are we’re going to show you some of that data from today. We’ll talk about how we then build profiles with that data and give you some best practices around that give you a glimpse into some of the technology that we think about is really important to governing and understanding that data. And then we want to make sure that you leave here with some real best practices. When you go back to your teams, you start to build out your audiences, your personalization strategies, and the key takeaways that go with those. So with that, I will hand it over to my good friend and colleague, Rocky. Rocky Patel Thank you so much, Ben. Good morning, good afternoon, good evening, depending on where you’re joining us from the world today, or perhaps watching this on demand. My name is Rocky Patel, and I’m joining you here from behind the camera. And I’m honored and humbled to have Ben and Allison join me today. This is gonna be a great discussion. And thank you so much, a marketer Nancy for having us. So just to quickly kick it off, you know, we are all painfully aware about third party cookies eventually being deprecated on Chrome. And with Chrome having the highest global market share this announcement has, you know, rattled the entire martech ecosystem, right. But however, this volatile shift driven by privacy regulation, which is GDPR, CCPA, and constant shifts that keep happening almost sometimes feels like on a daily basis, it provides us with an opportunity to sort of step up and shift to a more consent based data collection, policy and personalized experiences with that data that’s first party. So as you and your teams are defining, you know, what that road to readiness really looks like in a future without cookies, one of the initial steps is to understand your most important currency, your data, right. So starting with first party data, you know, this is this is a treasure trove. And it’s a mix of known and unknown data durable, pseudonymous, anonymous, or hash. And it’s one of the most valuable and accurate assets that you can collect, especially via consent preferences. Examples include durable identifiers, such as email address, offline data, such as POS transactions, and of course, behavioral data and insights from perhaps an analytics platform. The key question to start asking today, you know, what are your current sources for this type of data? What strategies are you putting in place to obtain this data? And how can you create amazing experiences that drive your customers to want to raise their hand to want to give you their data, and help you build that specific part of your first party data, all with consent, consent built in as part of the experience versus, you know, a lot of aggressive pop ups that we’re starting to see, and that are easy to sort of click no on, which doesn’t really help you with that first party data strategy. Now, if your current first party data pool is scarce, or you’re looking to enhance existing profiles with additional rich first party data, testing second party data partnerships might be a good opportunity for you. So defined as a partner’s first party data, this source is also highly accurate and should be consent based as well, especially governed within a tool that you may be using together, can execute on data collaboration partnerships, brand to brand. Examples include, you know, CPG with a retailer or an airline with a hotel. We can even think outside the box, how about like a financial institution with, you know, a sports company, right, we all interact with multiple brands throughout our day, our week, our life. What does that look like holistically for your customer? And who do you think you can partner with to really provide that that holistic journey? And then of course, there’s third party data, you know, the infinite access to all this wonderful aggregated data is going to soon come to an end. There’s been a lot of questions about how accurate this data is. But traditionally, this data has been aggregated from other sources. It can at times be purchased from say a marketplace or directly if you have direct relationships and agreements in that sense. And it’ll be interesting to watch this particular industry to see how they evolve as much much of their value proposition is based on that third party cookie, how they may need to shift to first party identifiers and provide a data asset that helps all of us but in a more consent accurate sort of format.

And some of you may have actually heard the term zero party data. Just to quickly touch upon that, like we think of, you know, the collection of zero party data is defined as consumer data being obtained from forms, surveys, registrations, and so on. But generally speaking, we just think of zero party data as a subset of first party data. So actually, before I move on to the next slide, I would love to hear from you, Allison. What is the first party data currency look like at Coca Cola? And how are you guys thinking about why it’s a critical? Yeah, well, I think he did a great job laying out the the core types of data and the definitions that I think we collectively as an industry are embracing. But I think for marketers, it goes back to what we’ve always tried to do. We’ve always tried to have the best way to better identify who and where consumers are to make sure that we’re actively engaging with the right audience in the right environment. And I think these categories between first, second, third and zero party are representative of that effort. It’s how do we classify this data? But I think the thing that’s changing in the undercurrent that we’re all experiencing right now is that the type of data mix, the level in which we need to authenticate and validate the data to accomplish those tasks is changing. And we’re in a consumer first economy. And that’s a big reality that has created, I think, a heightened sense of consumer trust and how we need to drive brand integrity, ethical marketing, operate within shifting regulation. And I think the challenge and the reality is that the ability for a brand and any brand, frankly, to navigate those spaces successfully is going to directly impact your share of voice, the relationship you have with your consumers and your ability for your business to be successful. And so the historical way that we’ve maybe used data to help find and embrace consumers is completely shifting. You know, rightfully, that shift hasn’t happened overnight. This isn’t a new trend. We’ve known that we need to create new platforms to help build those relationships with our consumers. We know that they want us to understand their needs and preferences better to deliver on those relevant experiences. But the pressure to get it right and to do so faster is very high. And there’s a lot of visibility and accountability. So if you don’t get it right, everyone’s going to know about that. And that can be a little daunting. So if you loop all of that context back to these data classifications, you know, there’s a sense of urgency for brands to really examine all of these spaces to really think about what are the right building blocks that are going to ultimately help us get to the right mix of data and attributes that are going to help our brands grow. That makes a ton of sense. And I couldn’t agree with you more on this consumer first sort of narrative here because consumers want what they want when they want it. And they really don’t care how hard it is for us to execute. Right. We just have to do it. The customer is always right. That age old saying, right. And Ben alluded to some data that we’re going to share with you today. We’re really excited to share the sneak peek with you. And you also will have access to a blog post which provides some key insights from the study. But we did a study with 500 professionals a little over a year ago and asked them about their readiness positioning. And back then, 60 percent of them said that they were dependent on third party cookies specifically for personalization use cases. And only 37 percent of them felt ready if cookies, third party cookies were to be shut off that day. Right. Over a year ago.

Fast forward to today, we also surveyed the same 500 individuals and asked them similar questions.

What I thought was fascinating is with Google extending their expiration date on expiring, the third party cookies, we were all thinking urgency was going to go down. We have some extra breathing room, but the data says the opposite. Urgency has actually gone up and over 75 percent of professionals feel an increased urgency despite this extension. Right. And readiness has actually gone down. So if we were to shut down third party cookies today, marketers feel even less ready. A lot of this probably has to do with there continues to be no silver bullet or approach. And we’re all learning how hard it is to test all of these different approaches and need to sort of go back to the table and figure out which use cases matter. What does readiness look like for us and how do we act on it quickly before competition does? Allison, would love your perspective, too. Like how does how do you and your team feel about readiness or what are some key considerations you guys are thinking about? Yeah, I mean, I love that you pulled up this data because I think it really hits home to where a lot of us as marketers are at.

And if we reflect back on last year, which is a crazy year when you really think about everything that has happened, it was a year that was so high in rhetoric around what’s going to happen with the death of cookies. Everything has to get built into first party data. Get your contextual strategy. Are you ready? Get ready. It was almost like a slight fear mongering that was happening within our industry. And I think the reality is that we all know and embrace that our consumer and our culture is always on. We’re consumers as well, even though we wear the marketer hat. And there’s an appreciation for the expectation that we need to deliver around stories and experiences and how we customize that versus just approaching it as a mass one size fits all approach. But I think the reality is that even as we’ve been navigating this space, not just last year, but for many, many years, I think no one really has the perfect solution. There isn’t a silver bullet that’s going to show up tomorrow and help us get through this. We’re very much functioning in a world of proposals, ideas, potential. There’s a lot of change that’s happening and that’s constant. We just saw another big change this week with the European IAB.

And I think we have to start thinking with a level of prediction almost, with a level of anticipation. And we know right now what those big rocks are. We know that we have to think about technology and analytic investment. We have to think about how these systems are interoperable, not only within our own space, but with the broader industry. We need to think about what’s the right people and the resources that need to help support these systems. We’re talking different skill sets, different capabilities that have to come into the organization. And that means there’s massive change management around working and process and how do we do all of this, which is all underpinned by making sure, one, you have a really good strategy and you know what your consumer needs. You have clear marketing goals and KPIs and a very strong testing strategy to validate what you’re doing. And so if you take a step back, it’s like, wow, there’s a lot to take on. That’s a very big realization. And there’s a lot of complexity that goes along with it. And at times, and I’ve had these moments as an individual marketer, it can feel very overwhelming. It can feel daunting and it can keep you up at night. And I think my biggest piece of advice for all of us is just, we need to take a big deep breath. We need to be kind to ourselves and kind to each other. We need to get focused. And I think we’re all realizing that as much as we know, we need to change that this is going to be a marathon. And we’re going to keep steadily working at it and learning as we go along until we get it right. And we can’t quite see that day yet, but we’re going to get there. I’m confident about that. Love the optimism and getting it right will mean different things to different people in different industries. It will all just depend on the testing that you do. So for a second, I would actually like to pause and turn it on over to the audience. We have a poll that should be showing up underneath the screen, the video screen that you’re seeing here. And we’d love to hear from you. We’re curious if our data matches the data of the folks in the call today. How ready are you for a future without third party cookies? If we were to turn them off today, do you feel ready to go, that you’re ready, the strategy is in place, that you’re getting close, perhaps halfway there, you’re aware that it’s an issue, but you’re still starting to review and test and feel some progress, or you’re perhaps you just haven’t even started thinking about it yet to Allison’s point. This is daunting and overwhelming. It’s hard to know where to start. Hopefully we get you a little bit closer to where to start today after this presentation. And I believe the poll will be available throughout the presentation. And we’ll share the results at the end. So please do let us know what you think, let us know where you are in your journey. And just to even continue to double click on the survey and even the great points that Allison made, I mean, there’s a lot of different approaches and solutions that have bubbled up as a potential opportunity to solve this problem. But the truth is there continues to, again, year over year with the data that we collected, there’s no real major outlier except for data collaboration. And so in this context, when we think about data collaboration, we’re talking about the traditional second party data relationships, but also going beyond that now and collaborating via more durable identifiers specifically as well. Allison, anything to add here in terms of the different approaches? Yeah, I mean, I think it’s going to be a combination of all of these. I don’t think it’s just choose one and forego the others. I think the one that probably sticks out the most for us is really in the data collaboration space, especially as a CBG brand. This is really critical and a necessity. And why it’s important is because it’s our ability to help us learn more about our consumers, build better and smarter analytic models, and think about how we deliver on those consumer expectations, whether it’s within a walled garden, whether it’s a retailer environment, or within the broader ecosystem. And I think data collaboration is going to be what opens up a lot of the ability for us to build deeper partnerships and try to build on success that we’ve had historically or things that we’re still trying to crack as a brand. The net is that we can’t operate on islands. We have to think about ways that we partner and our consumers always the center focus of any of those partnerships to help bring things to life that really delight them.

And there has to be strategic intent around this. This isn’t just, let’s go create second party data. I think there’s a little bit of a shiny object syndrome that sometimes happens. You have to go into those discussions with, I think, a strong point of view of what you’re trying to get out of it and be careful because we are now talking about not just your first party data and your personal relationships, but your partner’s personal relationships. So you need to be mindful of that dynamic. Yeah, that’s a great point. Understanding that that data has also have to be collected with consent and then governed when you’re using it.

What I also appreciated about what you mentioned earlier, Allison, is that this challenge of readiness is multifaceted. It’s not just about the technology. It’s not just about the regulation causing us to shift on a regular basis and so on. It’s also about the people. And what we’ve seen in a lot of organizations, and we’ve seen this get a little bit better with certain DMP practices, that concept of centralized data in a central platform. But data still remains fragmented. All of these different data types are stored in different systems across the organization. They’re managed across different teams with different KPIs. And just as we have disruption with the access to data, there’s also going to be disruption on the use cases and the teams that have been relying on this data for decades to do their job. So the opportunity will be to figure out, one, how to create a more COE model for all those different data assets, for access, activation, even governance and privacy management, and also sharing KPIs to be perhaps more successful. And then, of course, testing durable identifiers in the area where, such as media or perhaps in the DMP space, you’re used to using certain types of cookie-based data that will no longer be available. How does this COE concept fit in at Coca-Cola, Allison? Are you guys thinking about this in addition to the technology challenges? Yeah, absolutely. Because I think one of the things that is easy to fall into a trap, and I won’t deny that we were a little bit in that trap and we’re coming out of it. You’re not the only one, by the way. You can invest in a lot of technology, which is great. So you bought the Ferrari, but now it’s kind of sitting there and you’re like, what do we do with this? And I’m really proud of how we’ve started to handle this change across our organization. And one of the things that we set up towards the latter part of last year was a data council, which basically functions like a COE, but it’s a cross-functional group of stakeholders that we have representation from our marketing teams, our MarTech teams, loyalty media services, privacy and legal, as well as our analytics. And it’s a team that allows us to stay connected. So we have weekly connects that are choreographed around key initiatives that we’ve all aligned to, that we’re all trying to drive through our relative places within the organization. And it helps us cut through some of those foundational components that we’re trying to orchestrate and also the transformational side of that as well. Because there’s a little bit of both that go hand in hand when you’re doing this type of seismic change. And it’s been helpful because it becomes a space where we can start to assemble a shared point of view that we can cascade to our organization, whether that’s upward into leadership or downward into our local marketing teams, and really deliver on that implementation with a level of accountability. And it’s been a good space, quite frankly, to have debate. We don’t always all agree. That’s good. That’s normal. But you need to have that space that’s carved out that builds the consistency and the consensus so we can start to move things forward quickly, and most importantly, consistently, which is so critical when you’re doing this amount of change management and digital transformation. I imagine it also is a positive reinforcement of building on that connected experience with your team working more closely together. There’s less duplication potentially of data or activation of data in the wrong channels and things of that sort. If you’re all on the same page, even your consumers will feel the difference in a positive way. Yep. Absolutely. Because the reality is data is a shared asset. So one team can’t just own it all. It has to be democratized and shared across the system because we all have responsibilities to answer certain questions and address certain challenges. So the more that we can come together and unify around what those are, I think it puts us in a better position to actually get positive outcomes, which is so key. Excellent. So central to this specific conversation is also having that golden customer record, tying and stitching that data. I’m not going to talk too deeply about Ă۶ąĘÓƵ product today, but what I do want to share is that the way we’re looking at it at Ă۶ąĘÓƵ is through a product called the Realtime CDP and as a single system for customer data management, enabling marketers like yourselves to combine known and unknown data within one platform, have a unified governance framework. We actually have a patent on our labeling framework. So we’ve been taking a privacy by design approach to our product development proactively for a long time before it was required of us. And we’re also really taking an approach of not only having native integrations with our own tools, but expanding those integrations outside of our own ecosystem so that it can work with the marketing stack of your choice. One of the things in that study that I also learned is that most companies are potentially activating to five to 10 activation channels at any given time. No one’s really doing it at hundreds of activation points in a single area. And that helps with them being able to test across specific channels. So there’s a link there if you’d like to learn more about Ă۶ąĘÓƵ’s Realtime CDP. But moving on in terms of the real value proposition here at the CDP is in addition to the governance framework and the integrations is being able to create that unified customer profile and govern that actual profile, right? Understanding who the people are. So collecting that person attribute data with consent, with information in mind, then combining that with behavioral data, perhaps from again, your analytic system, learning what they do, combining that with who they are. And a lot of companies today probably have a lot more of this behavioral data than they do this attribute data. So it’s an opportunity to kind of use that for insights, but also how can you combine that data today to increase that sort of database of share for that first party data. And then new in the conversation and becoming more of a discipline is beyond just the marketing preferences of what color products do you like or what is your preference for a certain type of soda? How should we actually interact with you? And what data are we allowed to use to do this? And tying that consent information at the use case level, even, can we use your data for analytics? Would you like us to deliver special offers? The data is going to be so much more accurate in the profile and your consumer is going to feel protected with the assets they provided you. And then last, but definitely not least, being able to see the qualification of the audience at the profile level. So we’re all used to looking at segments, right, of loyalty, tiers, cross-channel shoppers, propensity, and so on. But the opportunity to see that at the profile level is also really key in case you have some information you need to connect with that specific individual. You can see which segments they are part of. I’m going to quickly double click on a governance example because I feel like this specific topic can be incredibly daunting, but it’s actually much easier than you think. And there’s an opportunity to take this narrative and partner with your IT team because it enables them to free up some time if marketers are able to manage this in the tool right away. So if we take the typical function of a CDP, ingesting data, managing the data, and then pushing it out with three sort of sequences here, what you can do is you can add the point of ingestion within real-time CDP. Say there’s an email address list of data sets that you’ve grabbed from a partner in that data collaboration example. You can set a label and a policy on that specific data set to say, do not export any data from this set into a third-party system. So then if another team member were to build a segment which includes that specific data as an attribute, even if it’s in a group of attributes, the segment will actually inherit the policy.

And then if you have two teams that are looking to activate that segment, the team trying to activate it to a DSP, it will automatically be blocked. Whereas the team activating it to an ESP, it’s okay because that’s, again, that wasn’t the policy that was said. It was that third-party system. So, again, privacy, governance, these are all daunting topics. There are tools out there for the marketer to be able to successfully be responsible about data collection.

Taking a quick step back, Allison, how are you guys thinking about a CDP to help you solve all of these challenges that we’ve been talking about? Yeah, there’s a lot on the menu, right? Yeah.

But one of the main reasons why we did choose to make the investment in the CDP is because, frankly, of the potential it has to bring to our business system. It’s not just for us a paid marketing tool, an own marketing tool. It’s really a way for us to bring together our full data universe and really make it usable. So, I think there’s a variety of use cases that some will, I think we’re going to dive into a little bit later, but it’s how do we collect and aggregate all of our data and normalize it consistently, which as a global organization, that is a huge undertaking when you think about just the footprint that we have. It’s also been around how do we make data available for marketers to use throughout the system. There’s different points in which different types of data or systems that data needs to be connected into across the end-to-end process, but the CDP is something that enables that connectivity point, the ability to move data where it needs to be when we need to use it. That’s huge for us. I think that’s one of the advantages of having the CDP. So, as much as we’re still, frankly, in our early days, I was happy that you shared some of the stats and findings that you’ve had around how brands are leveraging the CDP. It’s still very much early days, I think, for most of us, but we’re all really excited about the potential and the capabilities that the technology is going to help fast track and that we’re eager to get into market. Excellent. Hopefully, some gain some operational efficiencies too along the way. I mean, you guys are multinational, you know, multi-brand. I mean, you have your work cut out for you, Allison. Yeah, just a little bit. Job stability, right? Exactly. And then just another plug in terms of how to make this a little bit easier for all of you. There’s a link in here to data usage labels that are all by a plethora of use cases. So, definitely take a look and you can get inspired, honestly, how easy it could be to set this up. All right. Well, I’m going to pause a little bit and I would love to hand it over to you, Ben, to show us how this all can actually be done. Absolutely. Thank you, Rocky. And thanks, Allison. I mean, I love, what a great conversation. So much information. I’ve been taking notes myself. So, so much to learn here. I want to take a few moments to kind of give you an example, you know, some of the things that Rocky was talking about from a product standpoint, just to give you some ideas about how we think about governing and, you know, understanding, making consent actionable, building profiles. And then really, I want to focus a little bit on collaboration, right? Allison mentioned that being a really important part of the strategy as well. So, I’m going to show you just kind of a quick, like little product demo here. I want to be very clear up front. All the data you’re going to see is fake and fictitious, even though I’m using the Coca-Cola name. This is a demo, purely not real data. You’ll see from the segment names that I clearly made them up myself. So, just to give you kind of a little backdrop there. So, I want to focus really quickly on one of the concepts that Rocky was talking about, and that’s around data governance. And the way we think about that is at the data level, wanting to give you as marketers, right, making sure that the role of people is really important. You as marketers, the ability to go in and understand how your data can be used first and foremost internally, right? We want to give you a set of tools to empower you to be really successful at your job. And so, we think about that in the term of data governance. And what I’ve done here is I’ve opened up a data set. Let’s say this is some collaboration data from an external vendor selling products. I’ve ingested that list into my CDP. And now what I want to do is determine how that can and cannot be used. And so, I’ve got a variety of these data labels that I can put onto it. You see right out of the box, I’ve got things like identity. Is this a known attribute? Or I can do this at the full data set level as well. Are there sensitivity clauses around how I can and cannot use this data? And then finally, specifically, when we think about using this data in other places and collaborating with it, we’ve got contractual data labels. And specifically here, I’ve got this label here that’s around something called segment match. This becomes really important when we think about collaboration. So, I can understand and manage my data and decide how it can be used with partners. And thinking about actually what that data means, you heard Rocky and Allison talking about that importance of kind of an understanding of an individual for that personalization. And so, for instance, here, I’ve kind of built out a demo profile, if you will, someone called Sarah. And I want to call out a couple of really key things. And we’re thinking about what does it mean to be actionable with first party cookies and data and making personalization first and foremost. Number one, it’s understanding who they are and linking those variety of identities together. We want to make sure that no matter where somebody is, whether on Coke’s website or on another purchase somewhere else, they can be understood and communicated with. And that’s why we bring in things like attributes with AI as well. But what I want to highlight here for you is the understanding of identity. Because if you think about audiences and personalization and governance, what it first comes down to is who am I talking to? Right. And understanding that individual. And that’s why we think about this as kind of an identity. And what you see here on the screen is a visualization of the different ways this individual called Sarah can be understood through different systems. Now, the last piece that I want to highlight for you here is as these profiles come into audiences, we want to be able to action on them in real time. And the great value of a CDP is the ability to adjust all these different types of data together and the way collaboration adds to that is lets you build up audiences about saying again, I just totally made this up myself. You know, somebody who is promotionally did a scan and sip on a Sprite bottle, bought it at their local store, has expressed interest in football and often purchased the Sprite products. Right. Just kind of making this up here. But the idea is that these are all attributes that come from different sources. And so a CDP lets us understand that audience in real time. I’ll come back to that in a little bit. But the other piece that I want to interact with here is how we bring in actionable data. What is somebody doing and what are they doing with our partners as well? And that’s what we call segment match. So the final thing that I want to show you here is how a brand like Coca-Cola can now interact in a new way with partners and leverage their data and share their own data to deliver better personalization. First, a brand can set up a connection with a retailer. Again, I couldn’t make it more fake if I tried it to literally call generic retailer X and Y. So the partner can select the retailer that they want to partner with and then you create a feed, an ongoing interaction or stream of data that you’re sharing between each other. We talked a few moments ago about privacy and governance and how that applies back to marketing policies, what you can and can’t do with your data. Well, that applies here as well. I can let my partners know how they can and can’t use this data. We can match up the data across instances to see how it’s used. So I can select two different segments here that I want to look at. And the really cool part is that when you think about all this data, you’re probably thinking about massive and massive amounts of data. We want to give you a quick glimpse into what this could look like before you actually complete this. And this is what we call an overlap reporter analysis that basically lets me see as Coca-Cola compared to generic retailer X, how many profiles do we both have in our data systems? How many of those do we have consent and permissions to be able to communicate with? And finally, what is the breakdown of those? How do we know them? Is it email addresses or phone numbers or any other identifiers you might have? So there’s a variety of ways that we can do this so we can determine that this could be a good partnership and we can go forward to kind of implement this and let that data flow so that as I’m building audiences, whether I’m the retailer or Coca-Cola, I can add the most personalized data possible. So that’s just a kind of a quick glimpse into how we think of it from a product standpoint. I’d like to hand control back to Rocky, but I’ll talk for a few more moments if you don’t mind about some of the use cases as you think about this going forward. Actually before you jump into those, I was just going to quickly say that that demo was so awesome because it also showcased how when you’re doing a data collaboration test, data doesn’t even have to be shared for you to get insights from it. And I think that’s really important in a consumer first privacy world. I just want to make sure I highlighted that because you did a really nice job showing that you can get insights and you can see the level of consent that’s been collected and then decide to do to activate it or not. But I’ll hand it, yeah, definitely wanting to move on here. We’d love to now get into some best practices and I’ll start with you Ben for the next one. We’re all going to take some turns here on this. Awesome. The first best practice is definitely about centralizing your data. It’s about building bridges across your organization to better understand who owns what types of data. And you know, thinking about, I wrote a note from Alison, you know, strategic intent. I love that idea about thinking about how do I, what is the data that I need to use for personalization? Who owns it? Beginning to stick that together so that you do get that unified view. And once you get that unified view, you can, I’m going to hand it over to Rocky. Then you could scale data governance. So the next sequence, I don’t know if you guys can tell I’m quite passionate about this specific topic. I’m not sure it’s coming through. She loves this. It’s ridiculous. But you know, a few things here, some tips and tricks from my side. So keep in mind that governance and privacy mean two different things. I’ve seen many, many folks kind of use them interchangeably and they’re not synonyms. So definitely level set and understanding what each means. Governance is about data management, organizational, there’s flexibility and choice, and you’re collaborating with IT when you’re, when you’re making sure you’re going through these processes. And privacy is all about consumer rights. It’s about the individual consumers information, being transparent with them, collecting information either via CMP and internally, you’re collaborating very closely with your privacy team to understand one, what are the different contractual obligations you may have, which identities you need to use for which activation channels and in your industry, what types of data is considered sensitive so that you can make sure that you treat that data with, with the governance it requires as you’re activating it across channels and adding it to segments. And I’m going to pass this one on to the next level to Alison. Yeah. And, and I love your passion on that topic because it is, is so important to get that right in so many ways. Um, but one of the biggest use cases that, that we’ve seen coming out of our partnership with Ă۶ąĘÓƵ is just how we can re-imagine the ability for us to create groups of consumers once and move across our broader system, even across multiple markets for that matter. The technology allows us to do that type of profiling where we can start to understand specific attributes and stitch together very bespoke segments that are relevant for us, that we can build once and then push into different channels, whether that’s in support of our paid media or in support of an own strategy or in both quite frankly. And I think normally as an organization or brand, this might’ve been done independently of each other. So you didn’t know who was using what data. This allows us to, to have a consistent view into what’s being leveraged, how and why, and to have a little bit of governance around that. Um, so we don’t, um, alienate our consumers through, from fragmented experiences. Yeah. And I think as you start to do that, we need to think also about, you know, not just the types of data, but the speed in which we collect and action data as well. Right. Uh, thinking about personalization as something that has to happen within milliseconds, you land on one webpage, the next click needs to be personalized because if it’s not, you’re going to lose that person and there’s no way to get them back. So thinking about really building on segmentation as a real time experience, growing and understanding, how do I look at that massive amount of data, but also make sure that every touch point I have is up to date. And so Alison, maybe if you wanted to walk us through some more kind of hypothetical, uh, Coca-Cola use cases, when you think about some other stuff. Yeah. And I’m going to put my big label of disclaimer on here. This is completely made up. So hopefully if there’s folks from Coca-Cola on this webinar today, get mad at me. I just made these up. These are illustrative only.

No blame. We’re just, we’re, we’re talking hypothetical because that is a sensitive topic for everybody. But you know, we talked a lot about data collaboration and how does this work. And I’m going to take you guys through two examples. One is more of an external example of how we might collaborate. And then what is more of an internal example and externally, one of the great challenges that we have as a CPG brand, like many other CPG brands is how do we get smarter in our retail space? How do we get smarter, um, in, in areas that we might not have closed loop data. So, um, this is a great way that we can open up those stores for collaboration in a safe way, be able to understand some of those nuances that might not have ever really understood, or might’ve had to go through third party routes to try to get. Um, and it gives us a quick overlap to understand quickly, where’s their opportunity. Where is there a new pathways for us to either extend product lines? So this can go all the way to product development. It could go into how we might communicate within a particular retailer environment, convenience store environment, entertainment environment, what have you, um, you know, the world is your oyster when you think about data collaboration. Um, but the true is also for internal as well. And so internally, as I mentioned, you know, we, we span 200 brands within our portfolio. And so that means there’s a lot of cross brand learning that, that is, is available and that we do need to think about how we, um, evangelize those capabilities, um, and think about learning from each other. And, you know, the CDP and the segment match is going to help open up those stores of understanding of figuring out, um, very specifically how specific consumers that have opted in to our brands, um, might have the potential to connect with other brands within our portfolio, which could open up cross-selling opportunities, um, awareness, striving for other, um, product consideration that maybe our consumers aren’t aware of, or quite frankly, to even get smarter around that consumer journey in that day in the life of how do we make sure we’re positioning the most relevant product for that consumer’s needs at that time. And so that can start to unlock where you start to see overlap or even quite frankly, where you don’t see overlap. I think we always, as marketers tend to go, well, where are their commonalities? There’s so much to learn and see where you don’t have commonalities and that’s blue ocean. And that’s spaces that allow us to really get tight around a specific product or category journey. Um, and what that consumer wants from us. Um, it’s not always about what we want to push into their world. Um, it’s what, what do they want to experience from us and how do we get really good at doing that? Very well said, Alison. And I also think it helps with, I mean, just your day-to-day use cases like suppression strategy, media efficiency, right? Just knowing not only where you need to activate, but also where you shouldn’t can help you be more efficient, right? Um, and the data can help you with that. So thank you, Ben and Alison for helping me out with those best practices. And I just like to now quickly close out with some key takeaways as you go back to your desk, wrapping up this entire presentation to a bow, hopefully you get an opportunity to, you know, understand where you need to start as you’re getting ready for this marathon, um, in a cookie list future. So first the theme is don’t pour the data, you know, collect the data and activate the data based on your prioritize use cases, set expiration dates to keep that data fresh and only ingest the data that you need within the particular systems that manage these channels. There’s no need to ingest everything in one place. Secondly, honor and listen to your customers. Um, take the profiles that you have today and enrich them with data about what they prefer, um, what they’ve consented to and which use cases are relevant to them. Perhaps some of your customers are okay with you selling their data in California. Um, others may not be, they might want special offers, but may not be comfortable with that. And then use that opportunity to also learn how to govern your data at the ingestion phase when you’re putting it into a system like a CDP, you know, practice, good hygiene, um, create a cadence for auditing data that’s coming in, inbound and outbound. A data council is one way to do that and making sure that that data that’s available to your marketers is refreshed. Um, so it’s relevant, um, not expired, um, when it’s activating the campaign where it shouldn’t be. Um, Alison, you did a great job talking about how you’re working with a data council and a set of stakeholders to build bridges internally, you know, who, what I loved about also what you said is that you include the legal and privacy as a stakeholder and you meet weekly. I think that is so key because, um, the more you sort of share and have that healthy debates on, you know, what is sensitive data, why do you need it and how you govern it, it will ensure that all of your teams have access to the CDP are, are, um, doing the right thing, but also achieving their KPIs. And then lastly, you know, think about what technology you’re investing in, you know, ensure that your martech stock can scale along with your business objectives, you know, be ready for, um, volatile market shifts, make sure the company’s going to be around, you know, in the next few years. So they’re able to support you. I mean, there’s a lot of different, um, key takeaways here. Um, you know, ask your vendors, all the questions that you have, don’t, um, you know, and, and make sure that they’re supporting you in terms of, um, honoring the data from your consumers and helping you reach your overall enterprise and business goals. Um, Alison, any parting thoughts for, for this group? Yeah, I mean, uh, I, I think this has been great. It’s been a fabulous conversation. I’ve learned even as we’ve, we’ve gone through the content, uh, this afternoon. Um, I, I think there’s probably two things that, that I would, I would say, um, on top of this fabulous list of takeaways. Um, one is just don’t, don’t get lost in the rhetoric. Um, there is a lot to take in. Everyone is kind of having the same sound bites. Um, we all know what we need to do. Um, we all know that we want to deliver the right relevant experience. We know that we want to be consumer first. Um, but I think the biggest thing in, in not getting lost in that is just constantly ask yourself, um, you know, three core questions. Um, one, which is, you know, what do you actually need to have the right view about your customer and that will feed into your intended segmentation strategy. So goes back to that, that intent, what are you trying to get to and why, um, making sure that you’re thinking about, is this going to drive value for my consumer? And is this going to ultimately move the needle for our business? Um, these can be high cost decisions, high investments. Do you really need to do all of this? Or is there another avenue for you to accomplish the same type of task? And then I think thirdly, and this is probably the most important question that always pause and ask yourself this is as we are making these decisions and as we are investigating these things, are we still keeping the premise that we gave to our consumers that they placed with us, um, that has to be your North star every inch of the way. Um, and outside of that, I would just say a little bit on a personal level, um, as, as someone who grew up in kind of like the, the first era of digital, and now it’s kind of getting tossed in this next era. Um, just go into this with a growth mindset, um, be vested in learning, be vested in self-education and trying to figure this out. Um, you know, do a lot of self-education, talk to your peers and honestly ask the questions that are on your mind. There are no stupid questions. I know that sounds silly to say, but truly there are no stupid questions here. We are all learning from each other. And I think if anything has come out of this is that we do have to operate as a collective. Um, we can’t just try to solve these challenges individually anymore. Thank you so much, Allison, such incredible words of wisdom and loved what both of you, Ben and Allison brought to this conversation today. I myself, same thing, taking notes, learning from you guys. It is really just important to keep that dialogue open, right. Um, and learn new things. Well, with that, I thank both of you, Ben and Allison and the entire eMarketer team for allowing us to have this conversation with the group that’s on today. And I will now close this out and pass it back on to Nancy. Thank you, Rocky. I absolutely love this conversation. As I sit here, I always put on my marketing hat and then I put on my consumer hat. And first of all, thank you so much for bringing Coca-Cola on today. 135 year old brand, one of the world’s most well known with one of the biggest ad spend budgets and huge portfolio. So tons of data, tons of education, so much we learned here. Thank you so much. And thanks to our audience for answering that poll. We have some really good results here. So I want to get straight to them. As a reminder, our question was, how ready are you for a future without third party cookies? And here’s about what we have here. 37% said we are somewhat 50% ready. 25% said we’re just starting to review and are about 25% there. 19% said we have not started thinking about it. 14% said we’re almost 75% ready. And 5% said we’re 100% ready. Any perspectives on that? Is that what you expected? This is the same thing. No, honestly, we can all learn from you. But no, I think that that’s about where I thought it was probably going to be. The 5% is a surprise, but bravo. I love it. Perhaps there’s, they may, it may be an industry that has a lot of first party data, like it can be a bit easier, perhaps, but still, whoever you guys are, we want to hear from you. Other than that, I mean, it seems really aligned, right? Like we’re all in the same boat here trying to figure this out. And we’re not alone. So huge opportunities to do the right thing on behalf of our consumers.

Absolutely. And we have some good questions from the audience. So let me get to those as well. First question we have is from Leslie in Austin who wants to know, what’s the difference between known and unknown data? Sure, I’ll start that one off. You know, known is anything that lets us know who you are as an individual. And this could, of course, be things like PII or email addresses, but it could also be some of the things like a first party cookie that we were talking about today. I don’t know if Rocky or Allison, if you have anything you want to add on that. Yeah, definitely. I mean, there’s also so many different types of descriptions that are used, right? Pseudonymous, anonymous, and so on. But thinking of data from a known perspective is not always directly identifiable, right? Like it could still be that first party cookie where you know what’s going on and they’re identified, but it’s not a durable identifier specifically. Thank you. And Andrew in Chicago wants to know, how can a CDP help with a role in media? Sure, I can maybe talk a little bit about that since our focus is predominantly media. For us, we see a lot of opportunity with a CDP to help us aggregate our audiences, build once, and move across the system. There’s a lot of unlocks that Rocky had mentioned around audience suppression, different advanced modeling capabilities that can help us expand against that core. It is also allowing us to drive that hyper-personalization where it’s relevant, which is a big emphasis on relevance. That’s key. We wouldn’t recommend doing this on every single part of our marketing plan. We are strategically putting in motion where it makes sense. But it’s really been that key enabler for us as we’re starting this journey. Okay, thank you. And a really good question coming up here from Susie in New York. You all spoke about various data sources. She wants to know, what are the most important data sources for an accurate audience? That’s a loaded question. A lot of variables.

And I don’t want to contradict myself by saying here’s the perfect menu, right? It depends on what you’re trying to build. But I think you want to start with how do you aggregate your most important data first, which is your own personal data. That can come from your online capabilities and unlocks, making sure that you have your tagging system in place and a governance model to make sure that you can hygienically aggregate that data and do so on repeat. Not just once and done, but repetitive is good. And I would say then it’s looking strategically at where do you need to have compliments to that data. And based on the privacy standard that you set with your consumer when they originally opted in, how was that framed in a way that can enable that? Just because they opted in doesn’t mean you can just start using it however you want to. So you need to be mindful of that as well. But it goes back to what do you need to understand about your consumer and what is going to help you move the needle for your business. And that could show up as demographic, behavioral, geographic, transactional, entertainment values. It really depends. So many variables. Would you also say attributes from a collaboration too, right? Yeah, absolutely. It’s funny you touch on all those while you were talking. I was sitting here thinking with my consumer hat on about myself and kind of in the sandwich generation here, my son who’s 27 loves Topo Chico as everyone in that generation does. I do as well. And then my parents who are in their 80s and I’m always buying Minute Maid for them. And I’m a brand loyalist for Diet Coke, but I go out there and I make purchase decisions all the time for them depending upon what geographies I’m in. And I was just sitting here thinking, wow, so much data out there. Every consumer, you’re touching a lot there. Another question that we have from Debbie in Seattle wants to know what’s Ă۶ąĘÓƵ’s perspective on DMPs, data management platforms? Wonderful question. I knew we were going to get that question at some point today. You know, it’s a brilliant time to start thinking about what that means. So we still feel that DMPs will be valuable as an activation channel, especially as long as third party could use like this. Hundreds of global brands are still using Ă۶ąĘÓƵ’s DMP audience manager. And it has many of the features that were sort of inspired from what we talked about in real time CDP today, the governance rules, the ability to use hashed identifiers and so on and so on. But my advice would be if you have a DMP and a CDP in conjunction with each other is to start thinking about where and which data sources and which data types need to start migrating to the CDP so that you can make sure all your first party data is starting to get migrated there, because that will take some time to do, time to figure out. So with both solutions, you know, there is a bit of a use it or lose it with a DMP. They’re still around.

And also think about what a migration path looks like.

Thank you. And we have one last question here from Bill in London who wants to know, what’s the best approach to partner discovery for data collaboration? I’m happy to take that one. Thanks, Rocky. Thanks, Rocky. You know, there’s probably a really good checklist here. But I would say as a starting point, see what partnerships already exist within your company, you’re probably already doing sponsorships, you probably have, you know, partnerships with other industries. So those partnerships exist outside of data. And working through those relationships can be quite helpful to help you find the right person to work with, within a partner organization.

Within within your digital organization, brainstorm opportunities, even outside of your industry. I mean, great example, Nancy, like we’re interacting with different brands all day long. A person who buys Coke is checking their their banking app later, maybe they’re going to their favorite store, like what are those opportunities look like outside of your industry that complement your consumers profile. And, you know, work through a unified vendor for the technology, because if you’re both on the same system, the data can be governed and privacy requests can be managed in a real streamlined manner. With segment matches, the team here mentioned a few times, what we’re also happy to do is help you with those introductions. You know, we work with some of the top companies in the world, you know, like Coke. But you know, there’s a lot of customers and marketers that are looking to test. So also think outside the box in terms of going beyond your own industry and working with your vendors to help you with those intros.

Fantastic, Alison, Ben, Rocky, thank you again, this was all really wonderful content. Thank you to our audience as well for answering the poll. And also for the questions that you sent in. They’re fantastic. Before we wrap up, let me take a moment and tell everybody what’s happening across e marketers media channels. You can register for upcoming live analyst and tech talk webinars at emarketer.com forward slash webinars, excuse me. Tomorrow, I’m going to welcome back Ă۶ąĘÓƵ with their partner Merkel. And they’re going to discuss how to elevate your approach to CX with personalization definitely turn into that one as well. On the audio side, don’t forget behind the numbers. That’s our daily podcast. And check out our newsletters. Also keep an eye on your email, we’re going to send out the recording to today’s presentation the slides. And as Rocky mentioned, there’s going to be a link to a blog post. Share those around your organization. This was great information. Thank you again for all of your time. Alison, Ben, Rocky, thank you again, everyone at Ă۶ąĘÓƵ and Coca Cola, and we’ll see you all tomorrow.