Strategic Opportunities in Marketing Data & Analytics
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Fireside Chat: Strategic Opportunities in Marketing Data and Analytics
Featuring:
Jonah Goodhart, Co-Founder & former CEO of MOAT
Amy Buckner Chowdhry, Founder & CEO of AnswerLab
Alex Langshur, Founder & Co-CEO of Cardinal Path
May 20th 2020 @ 1pm EDT
EXECUTIVE SUMMARY
Introduction
Madison Alley Global Ventures virtually hosted an exclusive Fireside Chat with the following distinguished guests in the industry providing their perspectives and experience in their successful businesses: Jonah Goodhart, Co-Founder and former CEO of MOAT, Amy Buckner Chowdhry, Founder and CEO of AnswerLab & Alex Langshur, Founder and Co-CEO of Cardinal Path.
Featured Companies
MOAT:
- Acquired by Oracle for $850M
- Real-time multi-platform, and actionable marketing analytics
- Across Desktop, Mobile, Video, Content
- Measures: Viewability, Non-Human Traffic Detection, Audience, Attention
- Full-service Reporting Platform
AnswerLab:
- UX Research insights that help the most innovative brands launch products
- Clients: Facebook (FB), Google (GOOGL), Amazon (AMZN), FedEx (FDX), Walmart (WMT), American Express (AXP)
Cardinal Path:
- Acquired by Dentsu International (formerly Dentsu Aegis Network)
- Leading marketing analytics consultancy
- Helps marketers win by creating business value from data
Key Discussion Topics
CMO Perspective
The panel discussed the value of data and marketing analytics from a CMO's perspective. Jonah Goodhart emphasized that marketing is fundamentally storytelling, with the key questions being: "How effectively did I tell my story?" and "How successful was I at driving desired action?" The discussion highlighted the importance of asking the right questions and using appropriate metrics to judge success in an evolving digital landscape.
Privacy & Data Compliance
The panelists addressed concerns around GDPR, CCPA, and data privacy issues. They discussed how marketers can capture meaningful data while maintaining compliance, the shift toward first-party data strategies, and the importance of consent-based permissions. The conversation emphasized the need for balance between data collection and consumer privacy rights.
Attribution & Qualitative Data
The discussion covered the challenges of measuring customer journeys across multiple touchpoints including social media, web, online, and offline retail. Alex Langshur noted that while attribution within walled gardens is achievable, cross-platform attribution remains challenging due to technological and privacy hurdles. Amy Buckner emphasized the importance of qualitative data in understanding cross-channel experiences and customer needs.
Identity Resolution
Panelists explored the complexities of identity resolution in an environment with multiple devices and touchpoints. Jonah Goodhart discussed the balance between marketer needs and consumer privacy, emphasizing that while identity resolution can improve targeting, technology imperfections can lead to incorrect assumptions and inappropriate messaging.
Strategic M&A in Marketing Data and Analytics
The conversation highlighted notable transactions in the data and analytics space, including Salesforce's acquisition of Tableau for over $15 billion, Google's acquisition of Looker for $2.6 billion, and Publicis Groupe's acquisition of Epsilon for $4.4 billion. These transactions underscore the growing importance of data visualization, cloud data analytics, and data marketing services.
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