Real Talk about Real Marketing

The adtech/martech landscape is focused on interoperability, composability and collaboration. David Wells of Snowflake joins the podcast to talk all things data clean room including “Franken-graphs,” hyper-scalers and the importance of a data and identity foundation.

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Cecilia Dones joins the podcast to give her views on topics ranging from testing and modeling to the ethics of AI and nuances of consent. Working at the intersection of data, marketing and technology has cemented for her the importance of listening to customers and truly understanding the consumer experience.

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Bryan Donovan joins the Real Talk about Real Marketing podcast to discuss the wide variety of data available to marketers, how it can be used to power business, and what it means to have truly ethical data practices.

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Consumers and businesses are in an unprecedented state of disruption due to C19, stay at home orders, and the constant barrage of news about the pandemic. While everyone craves getting back to normal, the reality is that as we turn the corner toward recovery, we will have a “new” normal. Our behaviors have changed out of necessity in terms of work from home, online ordering and curbside pickup, scarcity and hoarding of home goods and essentials, etc.

For Brands, never has there been a better time to get digital and addressable when it comes to connecting with consumers. Brands need to reach consumers where they are, whether it be online, streaming services, and yes direct mail. To do this well, you’ve got to be addressable and data-driven in all channels.

So what do I mean when I say addressable? There are two ways to think about it really. First you have addressable Media, and the ability for a brand to create high value audiences to target and connect with specific people across different mediums or channels. Then you have Addressable Activation, which is the process of activating those audiences to target those known users you have across those mediums and measure the results at the person level. And in these trying times, this kind of precision in targeting and measuring media and advertising is essential to gaining effectiveness and efficiency in reaching and engaging with those consumers who are more likely to re-join the economy now in a way that limits media waste.

I recently sat down with David James Stewart, a digital marketing channel expert for to discuss the ways a brand can create and activate audiences to onboard and relevantly message consumers in and addressable channel to make your advertising and media investments – large or small – more impactful in today’s disrupted environment.

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This episode of Retail Shift is all about digital transformation and how this radical shift in the ways consumers interact with brands creates great opportunity for data-driven retail, consumer brand and travel marketers. Companies are opening a conversation with consumers – and engagement and interaction are essential strategies to understand consumers’ wants and needs. Today’s host, Michele Fitzpatrick, has more than 25 years’ experience in data-driven consumer marketing and has watched closely as the way people shop, buy from and engage with brands has changed. Michele’s guest is Eric Bruce, who leads Digital Strategy and Services for Acxiom after serving in key digital strategy and operations roles at institutions such as USA Today and Oracle.

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