Gathering Data Driven Results at &THEN
&THEN conference 2018
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Building a Data Driven Marketing Strategy

We here at Creative MMS talk a lot about the importance of leveraging data intelligence in marketing, so we’re always excited to attend &THEN, the annual event for the data-driven marketing industry. We have been working with the &THEN organizers since 2015 to build and support the event’s website, and seeing the event itself and meeting other data marketers from around the world is always a highlight of our year. 2018 was no exception. Over three days, we engaged with exciting keynotes, thought-provoking sessions, and an always-impressive experience zone to learn what the leading minds in the marketing industry are expecting for the future of data in marketing. Here are some of our key takeaways.

GDPR and EPR: Consent Management Can’t Be Ignored

Anyone dealing with audiences in Europe has had to wrestle with complying with the General Data Protection Regulation (GDPR), and California’s recently passed Data Privacy legislation could have a similar impact in the US. With legislation putting control of consumer data back into the consumer’s hands, it’s more important than ever that marketers understand and comply with relevant data protection standards. Active marketing opt-in and cookie consent are just two of the most immediate areas of impact for digital marketing. Several sessions at &THEN dealt with consent management and GDPR. Services like OneTrust help manage consent for organizations big and small. Partnering with a digital agency like Creative MMS to implement consent management solutions can give marketers peace of mind that your consumers are protected and your digital marketing is compliant with current regulatory standards.

Personalization Is Critical, Regardless of Your Marketing Channel

We attended multiple sessions that spoke to the tangible results personalization had on marketing campaigns regardless of channel or medium. Newsletters, print campaigns, social media outreach, web experiences, even video campaigns are all seeing improved results when the campaigns leverage personalization smartly. We were especially impressed with the way Mass Mutual leveraged Behavioral Psychology to test and validate different approaches to personalization in their digital marketing, and how companies like Idomoo use personalized video.

Data is Only Part of The Story

While &THEN is filled with data geeks like us, it was refreshing to hear everyone in agreement that storytelling and authentic engagement are critical to building and nurturing an audience, whether in the B2B or B2C space. We heard from marketers like Bozoma St. John, the former CMO of Apple Music and Uber; Fernando Machado, Global CMO for Burger King; Warren Kornblum, former CMO of Toys R Us, and Brian Killingsworth, CMO of the Vegas Golden Knights NHL Franchise. All of these speakers highlighted how a solid brand strategy can allow marketers to cut through the noise and leverage the right data to engage with the right audiences.

We always leave &THEN filled with ideas and inspiration we’re ready to share with our partners and clients. If you’re looking for ways to leverage the power of data in your digital marketing strategy, reach out to us today!


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