Explore the transformative impact of big data on modern advertising in this insightful Web Summit talk featuring John Sculley, David Steinberg, and Charlie Wells. Delve into topics such as customer acquisition costs, data exhaust, brand building, and the creative data divide. Learn about unique aspects of data marketing, its future prospects, and the challenges of making data smarter. Discover how the power shift in marketing has made sophisticated tools more accessible and affordable. Gain valuable insights on multichannel strategies, business planning, and personalized marketing techniques, including smart email campaigns. Hear anecdotes about Steve Jobs and understand how testing and learning drive success in the new age of data-driven advertising.
Overview
Syllabus
Intro
Customer acquisition costs
Big data competitors
Data exhaust
Biggest lie
Building your brand
The creative data divide
What is unique about data marketing
What is the future of data marketing
Data is not smart enough
The echo system
Big data
Testing and learning
The power has shifted
Its all affordable
Multichannel
Business plan
Customer plan
Data marketing
Email
Smart email
Personalized marketing
Steve Jobs
Conclusion
Taught by
Web Summit
