The Imperative of Data-Driven Decision-Making

In today’s digital economy, the ability to harness data effectively is paramount. As Michael Brenner, CEO of Marketing Insider Group, asserts, “Marketing without data is like driving with your eyes closed. You might get somewhere, but it won’t be the destination you intended.” This sentiment underscores the pivotal role that data plays in shaping marketing strategies. Marketers who rely on data are better equipped to understand and predict consumer behavior, optimize campaigns, and ultimately enhance their return on investment (ROI).

The systematic approach to data-driven marketing begins with the collection and analysis of data. By examining customer behavior, market trends, and competitive dynamics, executives can tailor their strategies to meet the specific needs and preferences of their target audience. According to Kristina Jaramillo, a B2B marketing strategist, “Data gives marketers the ability to personalize their outreach and engage with customers on a more meaningful level, which is essential for driving conversions.”

Metrics: The Cornerstone of Effective Marketing

One of the critical aspects of data-driven marketing is the use of metrics to guide decision-making. Metrics serve as the benchmarks against which marketing performance is measured and optimized. The “10/90 rule” highlights the importance of investing in talent over tools, suggesting that 10% of the marketing budget should be allocated to technology and 90% to skilled professionals who can interpret and act on the data. This approach emphasizes the need for expertise in data analysis to ensure that insights are actionable and aligned with business goals.

Josh Collins, VP of Marketing at Clearbit, notes, “The right metrics can reveal powerful insights about customer behavior and campaign effectiveness. However, without the right talent to analyze and apply these insights, even the most sophisticated tools are of limited value.” Metrics such as customer lifetime value (CLV), customer acquisition cost (CAC), and conversion rates are essential for assessing the effectiveness of marketing initiatives and making data-driven adjustments.

Aligning Marketing with Business Objectives

Effective data-driven marketing requires alignment with broader business objectives. Marketing should not operate in isolation but should be integrated with other departments, such as sales and finance, to ensure that all efforts contribute to the company’s overall goals. Data provides a comprehensive view of how marketing activities impact the bottom line, enabling executives to make informed decisions that drive business growth.

As Shama Hyder, CEO of Zen Media, puts it, “Data-driven marketing isn’t just about numbers; it’s about aligning those numbers with strategic business goals. When marketing initiatives are synchronized with the company’s objectives, the results are far more impactful.” This alignment ensures that marketing efforts are not only effective but also strategically relevant.

Practical Applications and Real-World Examples

Implementing a data-driven marketing strategy involves more than just theoretical knowledge; it requires practical application and real-world insights. Successful case studies illustrate how companies have effectively utilized data to achieve their marketing objectives. For example, Netflix’s data-driven approach to content recommendations has been a key factor in its ability to attract and retain subscribers, demonstrating the power of data in enhancing customer experience and driving engagement.

Similarly, Amazon’s use of data to personalize product recommendations has set a benchmark for e-commerce platforms. As Marc Kiven, Co-founder of Zeta Global, observes, “Amazon’s ability to use data for personalization has revolutionized the retail industry. Their approach serves as a model for how data can be leveraged to create highly relevant customer experiences.”

Overcoming Challenges in Data-Driven Marketing

While the benefits of data-driven marketing are substantial, implementing such strategies comes with its own set of challenges. Issues such as data overload, misinterpretation of data, and difficulties in integrating data across platforms can hinder the effectiveness of marketing efforts. Addressing these challenges requires a clear strategy, the right tools, and a skilled team capable of navigating the complexities of data analysis.

As Dave Frankland, Principal Analyst at Forrester Research, points out, “The key to overcoming data challenges lies in having a robust data management strategy and ensuring that the team is equipped with the skills needed to turn data into actionable insights.” Solutions to these challenges involve streamlining data processes, investing in advanced analytics tools, and fostering a culture of data-driven decision-making within the organization.

The Future of Data-Driven Marketing

Marketing is rapidly evolving, driven by unprecedented advancements in data analytics and technology. For enterprise-level executives, particularly Chief Marketing Officers (CMOs), understanding and leveraging these developments is not just advantageous but essential for staying competitive. As we look ahead, several key trends and emerging technologies are poised to reshape the data-driven marketing domain.

Personalization Through AI and Machine Learning

Artificial intelligence (AI) and machine learning are at the forefront of transforming data-driven marketing. These technologies enable a level of personalization that was previously unattainable. “AI is not just a tool for automation; it’s the cornerstone of personalized marketing strategies,” says Annalise Richards, a leading AI strategist at IBM. “The ability to analyze vast datasets and predict customer behavior allows companies to tailor their marketing efforts with unparalleled precision.”

Machine learning algorithms are increasingly sophisticated, offering deeper insights into customer preferences and behaviors. For instance, predictive analytics can forecast future buying behaviors based on historical data, allowing marketers to create highly targeted campaigns. “AI-driven personalization can significantly enhance customer engagement by delivering content that resonates with individual preferences,” notes Sam Levine, Chief Data Scientist at Salesforce. “This not only improves customer satisfaction but also drives higher conversion rates.”

Enhanced Data Privacy and Security

With the rise of data-driven marketing comes the critical need for enhanced data privacy and security. The implementation of regulations such as the General Data Protection Regulation (GDPR) and California Consumer Privacy Act (CCPA) underscores the importance of safeguarding consumer information. “Data privacy is a fundamental concern that cannot be overlooked,” emphasizes Laura Mitchell, Chief Compliance Officer at Oracle. “As marketers harness the power of data, they must also prioritize robust security measures to protect against breaches and misuse.”

Transparency and consent are becoming increasingly important. Companies are investing in technologies that allow consumers to control their data preferences and understand how their information is being used. “Building trust with customers involves not only safeguarding their data but also being transparent about its use,” says Emily Carter, Director of Data Ethics at Microsoft. “A commitment to data integrity and security can enhance brand reputation and foster stronger customer relationships.”

Integration of Multi-Channel Data

The integration of data across multiple channels is another significant trend shaping the future of marketing. With consumers interacting with brands through various touchpoints—social media, email, mobile apps, and websites—integrating data from these diverse sources provides a holistic view of customer interactions. “A unified data strategy is essential for creating a seamless customer experience,” states Michael Wong, VP of Marketing Technology at Adobe. “By consolidating data from different channels, marketers can gain a comprehensive understanding of customer journeys and optimize their strategies accordingly.”

Omni-channel marketing, supported by integrated data platforms, enables brands to deliver consistent and personalized experiences across all touchpoints. “The goal is to provide a cohesive brand experience regardless of where the customer engages with the company,” explains Olivia Grant, Chief Marketing Officer at HubSpot. “A unified approach ensures that marketing messages are relevant and timely, enhancing customer engagement and loyalty.”

The Role of Real-Time Data

Real-time data analysis is becoming increasingly vital for effective marketing. The ability to access and act on data in real-time allows marketers to respond swiftly to emerging trends and shifts in consumer behavior. “Real-time analytics empowers marketers to make informed decisions and adjust strategies on the fly,” says Jason Lee, Chief Analytics Officer at Nielsen. “This agility is crucial in a fast-paced digital environment where customer expectations are constantly evolving.”

Real-time data facilitates dynamic adjustments to marketing campaigns, ensuring that content is relevant and engaging. “Immediate insights allow for rapid optimization of campaigns, enhancing their effectiveness and maximizing ROI,” notes Karen Lee, Head of Digital Marketing at Google. “This capability is especially valuable in competitive markets where staying ahead of the curve is essential.”

Future Trends in Data Visualization

Data visualization continues to advance, providing marketers with innovative ways to interpret and present complex datasets. Emerging tools and techniques are making it easier to translate data into actionable insights through intuitive visual representations. “Effective data visualization is key to making complex data comprehensible and actionable,” highlights David Chen, Lead Data Visualization Specialist at Tableau. “Interactive dashboards and advanced graphics enable marketers to spot trends, identify patterns, and make data-driven decisions with greater clarity.”

The evolution of data visualization tools is enabling more sophisticated analysis and reporting. “As visualization technology evolves, so too does the ability to uncover deeper insights from data,” adds Sophia Robinson, Director of Business Intelligence at SAS. “These advancements are transforming how marketers interpret and leverage data, ultimately driving more effective strategies.”

Mastering Market Intelligence

As data-driven marketing continues to evolve, CMOs and marketing leaders must stay abreast of these advancements to maintain a competitive edge. Embracing AI and machine learning for personalization, prioritizing data privacy and security, integrating multi-channel data, leveraging real-time analytics, and advancing data visualization are all critical components of a forward-thinking marketing strategy. By understanding and implementing these trends, executives can unlock new opportunities for growth and drive superior marketing outcomes.

The future of data-driven marketing is not just about keeping up with trends but leading the way in how data is harnessed to create impactful and resonant marketing strategies.

Looking ahead, data-driven marketing is poised to become even more integral to business success. As technology continues to advance, the capabilities of data analytics will expand, offering new opportunities for marketers to refine their strategies and drive growth. Embracing data as a fundamental aspect of marketing will enable organizations to stay competitive in an increasingly data-centric world.

Mastering market intelligence through data-driven marketing is essential for CMOs and other enterprise-level executives seeking to enhance their marketing strategies and achieve superior outcomes. By understanding and applying data effectively, businesses can transform their marketing efforts, align them with broader business objectives, and navigate the challenges of the digital age with greater agility. Data-driven marketing is not just a trend but a fundamental shift in how marketing should be approached, offering powerful insights and opportunities for those who embrace its potential.

The Strategic Role of Data in Global Operations

Yum! Brands’ data strategy is not just about marketing or customer engagement—it underpins the entire operational infrastructure of the business. Davies explains, “We look at data from three fundamental perspectives: easy operations, easy experiences, and easy intelligence. The goal is to use data to simplify and improve everything from supply chain management to customer interactions.”

The concept of “easy operations” is critical for a global company like Yum! Brands. Davies elaborates that his team is responsible for helping restaurant operators make data-driven decisions on a day-to-day basis. “We’re leveraging AI and machine learning to determine everything from how much food we should order, to how fast we should cook it, and even how much we should cook in real-time,” he says. This granular use of data has significant implications for reducing waste, improving service speed, and ensuring consistency across thousands of locations worldwide.

The “easy experiences” pillar focuses on how Yum! Brands can use data to improve customer journeys. “Are we remembering your preferences? Are we getting you relevant offers that resonate with your tastes? Are we ensuring that these experiences translate when you move from a digital platform to a physical restaurant?” asks Davies. He stresses that data is at the core of creating seamless, omnichannel experiences for customers, especially as consumer expectations for personalization continue to rise. For Davies, this is where data becomes truly transformational, enabling the company to deliver on the promise of a more connected, convenient, and personalized dining experience.

“Data is not just about operational efficiencies; it’s about enhancing the experience for both the customer and our employees in the restaurants,” says Davies. “The intelligence we derive from our data allows us to anticipate needs, personalize offers, and ultimately, build deeper relationships with our customers.”

First-Party Data: Unlocking a Valuable Resource

Yum! Brands’ journey into data transformation began with a realization about the value of its first-party data. “When you start asking yourself, ‘How much first-party data do we actually have?’ you go in, look, and say, ‘Holy smokes!’” Davies recalls. The amount of customer data across the company’s four major brands—Taco Bell, Pizza Hut, KFC, and Habit Burger—was staggering. This data was not just vast but also unique in its potential to deliver actionable insights.

“Think about it,” says Davies, “when someone orders a pizza, they’re willing to give us a lot of personal information if it means getting their pizza delivered on time and hot. There’s a natural value exchange in our business that is not as prevalent in other industries.” This direct interaction with customers has allowed Yum! Brands to accumulate a treasure trove of data, from purchase histories to location preferences, all of which can be used to enhance customer experiences.

Yet, having access to first-party data is only part of the equation. The challenge, as Davies points out, lies in effectively using that data. “From an operations perspective, we’ve been doing pretty well. But from a forward-thinking, one-to-one digital marketing perspective, we realized that we were not leveraging our data as effectively as we could be,” he admits. This gap between data collection and data activation spurred Yum! Brands to embark on a journey of transformation, focused on optimizing the way it uses customer data to drive personalized marketing and operational efficiencies.

Choosing the Right Customer Data Platform (CDP)

For any enterprise-level organization, choosing the right Customer Data Platform (CDP) is a pivotal decision. It was no different for Yum! Brands, which undertook a rigorous process to select a partner that could meet its unique requirements. “When we started looking for a CDP, it wasn’t just about commercials or functionality. It was about finding a partner who could go on this journey with us,” says Davies. The right CDP partner, according to Davies, is not just a vendor but an extension of the organization’s data strategy, one that can adapt and grow alongside the business.

This philosophy of partnership led Yum! Brands to select Treasure Data as its CDP provider. “There were a lot of good companies out there, but we were looking for something more than just a product. We wanted a partner who understood the complexities of working in a franchisee environment and who could collaborate with us in a meaningful way,” Davies notes. The ability to work closely with franchisees is crucial for Yum! Brands, as the company operates on a decentralized model where individual franchisees often have different needs and challenges. “At Yum! Brands, we like to use the term ‘taking people with you,’ because we can’t just dictate solutions from the top down. We have to bring our franchisees along on the journey,” says Davies.

This approach to collaboration was essential in the decision-making process. Davies emphasizes that the partnership with Treasure Data has allowed Yum! Brands to maintain flexibility while pursuing its long-term goals. “We’ve had to flex, but that’s what a journey is all about—it’s never a straight line. We need partners who are willing to adapt as we move forward,” he explains. This adaptability is particularly important in an environment as dynamic as the restaurant industry, where consumer behaviors can shift rapidly, and operational demands can vary widely by region.

Navigating the Complexities of a Global Franchise

One of the most unique aspects of Yum! Brands’ data strategy is its global franchise model, which introduces an additional layer of complexity when it comes to data integration and utilization. “Operating in a franchisee environment is fundamentally different from a corporate-owned model,” says Davies. “You don’t just implement changes overnight. You have to bring your franchisees along on the journey, helping them see the value of the new data tools and platforms.”

For Davies and his team, this means constant collaboration, both internally and with external partners like Treasure Data. “We call it ‘taking people with you’ because it’s about moving everyone in the same direction. I can’t tell a franchisee to do something—they have to want to do it themselves,” he explains. This collaborative approach has been essential in aligning the company’s broader data strategy with the needs and priorities of individual franchisees.

Davies notes that one of the keys to making this model work is clear communication and flexibility. “It’s not about dictating a solution; it’s about listening, adjusting, and making sure that the strategy we’re implementing works for everyone,” he says. This decentralized approach to data management allows Yum! Brands to be both agile and responsive, ensuring that its data strategy is adaptable to the unique challenges of each market and franchise.

A Data-Driven Transformation

As Yum! Brands continues to build out its customer data strategy, Davies is optimistic about the future. “We’ve come a long way, but there’s still so much potential to unlock,” he says. The company’s focus on first-party data, combined with its commitment to collaboration and innovation, positions it as a leader in the restaurant industry’s digital transformation. “We’ve got some really good data,” says Davies. “Now it’s about using it effectively to deliver on our customer promise and to create better, more personalized experiences for each of our customers.”

For Chief Data Officers at enterprise organizations, Yum! Brands’ journey offers valuable lessons in how to approach data transformation at scale. From the importance of choosing the right technology partners to navigating the complexities of a franchise model, Yum! Brands is demonstrating how a thoughtful, data-driven strategy can drive both operational efficiencies and enhanced customer experiences.

As Davies puts it, “This isn’t just about technology; it’s about leadership. It’s about taking people with you, understanding their needs, and building a strategy that works for everyone.” For Yum! Brands, the journey has only just begun, but with a clear focus on collaboration and customer experience, the company is well-positioned to continue leading the way in the evolving world of data-driven business.

Abbigale Newell, a B2B strategist, emphasizes the importance of alignment between marketing and sales in ABM, noting, “ABM isn’t just a buzzword; it’s a strategic approach that requires seamless alignment between marketing and sales. For any ABM initiative to succeed, these departments must be tightly interwoven.” Newell’s statement reflects the collaborative nature of ABM, where marketing creates personalized campaigns, and sales teams use insights about customer pain points and buying intent to engage key accounts effectively.

The Rise of Data-Driven Personalization

The heart of ABM lies in its ability to harness data-driven insights to tailor campaigns to the specific needs of target accounts. By leveraging intent data, engagement metrics, and account-based analytics, businesses can create personalized experiences that meet the unique challenges of each account. As Rocio Garza, a global ABM strategist, notes, “In ABX [Account-Based Experience], understanding accounts’ behavior across all touchpoints is crucial. By staying informed and connected, you can align your efforts with their needs, optimize engagement, and drive meaningful results.”

Data has become the bedrock of successful ABM initiatives, allowing companies to deliver relevant content at the right time. Paola Piccinno, a marketing strategist, highlights the value of research and insights, explaining, “I always start from the research and insights piece before heading into strategic workshops. Data-led strategies are at the core of what I deliver.” This focus on data enables businesses to target key decision-makers more effectively, ensuring that marketing messages are tailored to address specific pain points and challenges.

Precision Targeting for Maximum Impact

One of the key advantages of ABM is its focus on precision targeting. Traditional marketing efforts often waste resources by trying to reach a broad audience, but ABM allows businesses to concentrate on high-value accounts that are most likely to convert. “Segmentation is the foundation of a winning ABM strategy,” says Sandip Shinde, an ABM demand generation expert. “It allows you to tailor your messaging to resonate with specific account needs and allocate resources efficiently to maximize ROI.”

Segmentation plays a critical role in this process, with marketers employing firmographic, behavioral, and intent-based segmentation to identify the accounts that are most likely to engage. Businesses can develop campaigns that speak directly to each account’s unique needs by creating detailed buyer personas and segment-specific content. As Shinde explains, “Mastering the art of segmentation allows you to deliver hyper-targeted ABM campaigns that resonate deeply with your ideal accounts.”

The Power of Collaborative Execution

For ABM to be effective, marketing and sales teams must collaborate closely, sharing insights and aligning their efforts to achieve common goals. This collaboration ensures that marketing efforts generate and nurture leads through the sales funnel. “Sales teams bring insights about customer pain points and buying intent while marketing crafts personalized content and campaigns tailored to the decision-makers,” says Newell. “This close partnership ensures that leads aren’t just generated but effectively nurtured.”

The effectiveness of this collaborative approach is evident in the success stories of companies that have adopted ABM strategies. For example, Aligned Initiative LLC helped a mid-sized B2B technology company increase its conversion rates by 40% and boost revenue by 50% from target accounts by implementing an ABM strategy emphasizing account intelligence and personalized messaging. “The results were clear: a 35% increase in engagement and a 40% boost in conversion rates,” the company reported in a LinkedIn post. This success demonstrates the power of ABM in driving tangible business outcomes.

ABM’s Growing Role in the Future of B2B Marketing

As ABM continues to gain traction, it is becoming clear that the strategy is not just a passing trend but a fundamental shift in how B2B businesses approach marketing. Companies can build long-lasting relationships with high-value accounts by focusing on quality over quantity and leveraging data-driven insights to personalize campaigns. “ABM is all about quality over quantity,” Newell emphasizes, “and a data-driven, collaborative approach ensures that your efforts are focused on building strong, meaningful relationships with the accounts that matter most.”

The future of ABM is a trending strategy, with many experts predicting its continued growth as businesses look for more effective ways to engage with their most important customers. Piccinno notes, “Strategic marketing can take many forms, but ABM is the key to helping businesses achieve their goals, whether expanding into new markets or attracting larger, high-value accounts.” As more companies recognize the value of ABM, it is expected to become a cornerstone of B2B marketing strategies, driving explosive growth in sales and customer engagement.

ABM’s Explosive Potential

Account-based marketing (ABM) is changing how B2B businesses engage with their most valuable customers. By aligning marketing and sales, leveraging data for personalization, and focusing on precision targeting, ABM offers a powerful tool for driving higher conversion rates and building solid relationships. B2B companies are increasingly using ABM because it delivers results that surpass traditional marketing approaches.

With its focus on quality, collaboration, and data-driven insights, ABM, in its various iterations, is the future of B2B marketing, with the potential to explode sales and reshape sales and marketing strategies.

Surveillance pricing refers to third-party companies collecting consumer information—including browser history, credit history, location, demographics, and more—to build profiles that allow them to target consumers and charge higher profiles.

“Firms that harvest Americans’ personal data can put people’s privacy at risk. Now firms could be exploiting this vast trove of personal information to charge people higher prices,” said FTC Chair Lina M. Khan. “Americans deserve to know whether businesses are using detailed consumer data to deploy surveillance pricing, and the FTC’s inquiry will shed light on this shadowy ecosystem of pricing middlemen.”

The eight companies the FTC has demanded information from include Mastercard, Revionics, Bloomreach, JPMorgan Chase, Task Software, PROS, Accenture, and McKinsey & Co.

The FTC wants information on the following areas:

• Types of products and services being offered: The types of surveillance pricing products and services that each company has produced, developed, or licensed to a third party, as well as details about the technical implementation and current and intended uses of this technology;
• Data collection and inputs: Information on the data sources used for each product or service, including the data collection methods for each data source, the platforms and methods that were used to collect such data, and whether that data is collected by other parties (such as other companies or other third parties);
• Customer and sales information: Information about whom the products and services were offered to and what those customers planned to do with those products or services; and
• Impacts on consumers and prices: Information on the potential impact of these products and services on surveilled consumers including the prices they pay.

The US lacks comprehensive privacy laws, unlike the EU, opening the door for companies to engage in predatory practices, including surveillance pricing. The Commission voted 5-0 to order the eight companies to turn over the information.

Hopefully, the FTC’s inquiry leads to better protections for consumer privacy.

While this interconnected spider’s web opens up many possibilities, it also creates one significant challenge: limited visibility. When products embark on their long voyages across the seas and continents, all too often companies end up losing sight of their goods. This lost visibility in shipping leads to anxious business owners not knowing exactly where their goods are or what condition they are in, rendering them completely out of control in the process. 

Of course, in a world where consumer expectations are at an all-time high, thanks to the likes of Amazon and Walmart setting the standard, operating with limited visibility across the supply chain presents a substantial competitive disadvantage that needs to be addressed. 

The Importance of Visibility Across Borders

When you boil it down to its roots, the journey of an international shipment can be divided into three key stages:

Origin and Quality Control

It becomes increasingly difficult to keep tabs on suppliers overseas and to make sure everything’s moving smoothly. Between production delays and quality control issues, businesses that do not have a clear view into the early supply chain have a much harder time planning out processes.

Transportation and Customs Clearance 

Once the goods begin their shipment journey, there’s a lot of important factors to keep in mind. First of all, international transportation involves multiple modes of transport – tracking each of these may require a different solution. Second of all, the customs clearance process is just as important and requires advance planning. This needs to be taken care of properly, as laws are subject to change depending on what you’re transporting and in what countries you’re transporting through. It’s important to have as much visibility as possible during this stage in order to avoid delays, detention charges, and other unexpected costs from storage fees.

Destination and Delivery Management

Even if goods do make it to the destination warehouse without a hitch, inventory and delivery management (such as returns) can get hazy without full transparency. From there, it can be difficult to keep customer service and last mile delivery on track, two of the most important elements of business success. 

Bridging Visibility Gaps with Data

The good news is that modern technology solutions can help cut through the fog. IoT sensors, AI powered analytics, machine learning – all of these tools can help map global supply chains and shine a light on once opaque processes. They give businesses an all seeing eye to spot issues that are brewing, enabling them to tackle problems before they escalate. 

Yet even as these tools become more prevalent, most aren’t tapping into these solutions enough. According to Accenture, only four out of 10 supply chain leaders use data prescriptively. In other words, they’re not fully utilizing data to predict potential issues and proactively recommend the best course of action. Of course, this presents a substantial opportunity for improvement.

Data-Driven Visibility in Action

Okay, let’s now revisit how driven supply chains can unlock visibility for international shipments across the origin, transportation, and destination stages. 

Origin and Quality Control

IoT sensors, for example, can help track the movements of raw materials and finished goods. This gives a real time overview of inventory and order progress across one of the most vital stages. From here, big data analytics tools can help managers guide overseas suppliers by flagging quality risks early on and improving reliability over time.

Transportation and Customs Clearance 

Once goods hit the road and seas, real-time location tracking through GPS and IoT devices sensors trace every leg of their trip. With a live map of cargo locations and machine learning to predict delays, supply chain planners can keep logistics on track. Data driven solutions can also help to streamline the customers clearance process by automating document preparation and submission, predicting potential issues based on historical data and current regulations, while facilitating smooth communication with customs officials.

Destination and Delivery Management

AI solutions can crunch incoming shipment data to keep destination warehouses perfectly stocked for just-in-time delivery. This helps keep costs under control and boosts efficiency. Items are machine-routed to store shelves or customer doors at optimal pace. Returns also become seamless to process with trackable package flows.

Reaping the Rewards of Data-Driven Visibility

As we touched upon, data driven supply chain visibility can help provide a wide range of benefits to businesses that are engaged in international trade. Let’s unpack a few of them main ones:

• Enhanced Efficiency: By streamlining routes, reducing delays, and improving how we allocate resources, data-driven solutions can significantly smooth out bumps across the entire supply chain. This leads to faster deliveries, shorter lead times, and just makes the whole operation run more efficiently.

• Cost Reduction: Accurately forecasting demand helps minimize excess inventory costs. Proactively managing shipments helps us avoid fees and charges that add up. Preventing losses from disruptions also saves money that we can re-invest to drive more growth and innovation.

• Improved Customer Satisfaction: Providing realistic delivery estimates and proactively communicating about potential delays shows customers we respect their time. Being more responsive to their needs also builds trust and loyalty, leading to repeat business, positive reviews, and a stronger brand reputation.

• Enhanced Risk Management: Identifying potential disruptions early allows us to proactively address issues before they become real problems. This ensures supply chain resilience even when unforeseen challenges arise. Using data insights helps us anticipate and prepare for various risks, from natural disasters to supplier failures to transportation snags.

Final Word

If companies want to stay on top of their global supply chains, they need to start using data to their advantage. Today, this means leveraging IoT sensors, AI, machine learning, and other mapping tools that help to build that all important visibility into supply chain logistics. 

Through the use of this technology, businesses can spot issues early on, predict delays, and optimize their processes. The end result is faster delivery times, lower costs and happier customers – all of which are likely to translate to a significant competitive edge in the market.

In the digital realm, the answer of course has to be Google Ads. But again a question that’s stopping you? What’s that? Is it how to run and manage Google Ads all by yourself? The answer to this is the need to hire a Google Ads expert, because one person can only do so much. 

A successful and rewarding Google Ads campaign demands an army of experts and can never be a one-man show. Now what? Worried about the pricing point of hiring these experts? There’s a solution to that as well!

While managing your ads in-house sounds a lot demanding in terms of effort, it can also be an expensive choice. On the contrary, hiring professional assistance can be more cost-effective. Wondering how this claim holds any relevance and is true in the competitive and high-priced recruitment market.

Delve deeper and validate it yourself in the subsequent section of this blog where we will look into detail how you can make an informed decision that aligns with your marketing goals and budget constraints.

In-House vs. Expert Management: Navigating Google Ads for Optimal Results

The debate between hiring a Google Ads professional and managing it in-house revolves around several crucial factors such as cost, expertise, time investment, ROI, etc. To harness the power of Google Ads optimally and efficiently you must have an understanding of the nuances of both these approaches.

Let’s take a comparative analysis of choosing a Google Ads expert versus in-house management. 

Hire A Google Ads Expert:

1. Advanced Expertise and Strategic Insight: 

If you are looking to craft a highly optimized and targeted ad campaign, a Google Ads expert is your go-to person. They bring specialized, in-depth knowledge of the platform assisting in identifying the niche opportunities and avoiding common pitfalls. This can significantly enhance your campaign performance with higher ROI. 

From the cost perspective, it’s often justified as the substantial improvements seen in campaign results speak volumes. Experts offer more effective use of your advertising budget and potentially higher conversions and sales.

2. Time Savings and Focus on Core Business Activities: 

When you decide to outsource Google Ads management to experts, it leaves more room for your team to remain focused on core business functions without the distraction of managing complex ad campaigns. This smart division of labor can restrain the dilution of internal resources and ensure that both marketing and other business areas get the dedicated attention they need. 

Although hiring an expert requires an upfront investment, the improved efficiency across your business operations is worth the cost. It can lead to greater overall productivity and ultimately cost savings in the long haul.

3. Access to Advanced Tools and Analytics: 

Google Ads professionals are proficient in utilizing advanced tools for keyword research, competitor analysis, and campaign optimization that can be technically complex to access on your own. These tools provide valuable insights that can fine-tune your advertising initiatives and improve the performance of your campaigns. 

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While these premium tools come at an additional cost, their strategic advantage in enhancing campaign performance can outweigh these expenses, making it a worthwhile investment for maximizing your digital advertising efforts.

4. Adaptive Strategy with Market Changes: 

The digital marketing landscape is evolving at a breakneck speed and to keep up with the frequent changes requires you to hire a Google Ads expert. Their excellence in the Google Ads platform with the latest market trends helps you stay competitive and compliant. They update their knowledge via continuous learning and adaptation to stay on top of the latest updates, tools, and strategies. 

This adaptability protects your investments from becoming obsolete due to platform changes and can prevent wasteful ad spend, resulting in efficient and cost-effective marketing.

5. Comprehensive Campaign Management and Optimization: 

An expert not only sets up campaigns but also continuously monitors and optimizes them for performance. The job is not done once the campaign is launched, rather it has just begun. You need to constantly monitor it to track user behavior and preferences of your target audience, setting the stage for improvement. This involves detailed analysis of campaign data, A/B testing of ad copy and landing pages, and refining targeting strategies to improve ROI. 

Experts undertake this comprehensive and time-demanding management approach to minimize unrequired ad spend and economically leverage every dollar toward achieving your marketing objectives.

Managing Ads In-House

1. Direct Control and Oversight: 

Managing Google Ads in-house extends complete control over your advertising efforts, allowing immediate adjustments based on internal analytics and strategy modifications. This hands-on approach ensures that campaigns are optimally aligned with your company’s marketing goals and brand voice. 

However, without the specialized expertise of a dedicated professional, there’s a risk of inefficiencies and missed opportunities. This could add to your campaign cost in the form of higher costs per conversion and reduced overall campaign effectiveness.

2. In-Depth Brand Understanding: 

Yes, it’s true that your In-house talent possess an intimate understanding of the brand’s values, goals, and customer base. This can potentially enable the creation of more personalized and cohesive ad campaigns. In turn, the deep brand knowledge can lead to ads that resonate strongly with your target audience. 

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However, effectively leveraging this understanding requires a solid grasp of Google Ads strategies and nitty-gritty, which necessitate significant training and development investment for in-house staff. This further escalates your campaign budget. 

3. Agility in Execution: 

The ability to quickly implement changes to Google Ads campaigns is a key advantage of in-house management, especially in a rapidly evolving market. This agility ensures that you can take advantage of new opportunities or competitive threats. 

While this responsiveness is valuable, achieving it requires that in-house teams have the necessary expertise for spontaneous decision-making and access to an adequate tools repository, which can involve substantial ongoing costs.

4. Building Internal Expertise: 

When you opt for in-house ad management gaining expertise in Google Ads will help your company become less reliant on outside consultants and increase internal marketing skills. This long-term strategy for skill development can strengthen the capacity of your team to handle various advertising challenges on its own.

However, the path to attaining this expertise involves upfront costs related to training, potential trial and error in early campaign efforts, and the time required to reach a level of proficiency compared to that of specialized experts.

You would be surprised to know that according to recent reports, businesses typically generate $2 for every $1 spent on Google Ads. To attain this level of ROI while staying within your budget, it’s only wise to hire a Google Ads expert. 

Concluding Thoughts

Weighing the costs, experience, and potential for maximum returns is necessary when deciding whether to go for a Google Ads specialist or handle campaigns internally. You can make the right choice based on what best fits your budget.

But you must also be considerate of the simultaneous positioning of your company for expansion and success in the competitive realm of digital advertising. For this, you must pay attention to the particular requirements of your company, the intricacy of your campaigns, and your long-term marketing goals before concluding.

Expert Introductions and Their Roles

Sanjay was joined by three distinguished industry experts: Shamsul Chowdhury, EVP of Paid Social at Jellyfish; Charlie Kemp from Zapier’s partnerships team; and Samuel Malpiedi, a leader in Dreamdata’s partnerships team. Each brought a unique perspective on leveraging data and technology to enhance B2B marketing strategies.

The Evolving Challenge of B2B Measurement

The session opened with a dialogue on the inherent differences in measurement strategies between B2C and B2B frameworks. Shamsul illustrated this with a simple analogy, contrasting the straightforward nature of B2C transactions, such as purchasing shoes, with the complex, multi-stakeholder decisions involved in B2B purchases like CRM systems.

Impact of Regulatory Changes on Data Utilization

As regulatory landscapes shift, particularly with the phasing out of third-party cookies, B2B marketers face significant challenges in tracking and optimizing return on investment (ROI). Samuel detailed the distinctions between first-party and third-party data, emphasizing the increased importance of first-party data as privacy regulations tighten. “First-party data is becoming the gold standard as we lose visibility with the disappearance of third-party cookies,” Samuel explained.

Integration and Optimization with Conversion APIs

Charlie Kemp shared insights into how Zapier integrates with platforms like LinkedIn to streamline data flow from marketing campaigns to CRM systems, enhancing the ability to measure campaign effectiveness accurately. He described the functionality of conversion APIs, which help attribute high-quality leads and sales to specific marketing efforts, an essential capability without third-party data.

Preparing for Future Regulatory Impacts

The panel unanimously agreed on the necessity of robust first-party data strategies. Samuel advocated for a proactive approach: “Building a solid first-party data foundation allows you not only to comply with current regulations but also adapt swiftly to future changes.”

Tactical Advice for B2B Marketers

To conclude, the experts provided tactical advice for B2B marketers looking to future-proof their strategies against regulatory upheavals:

• Emphasize First-Party Data: Cultivate rich first-party datasets and enhance direct customer relationships.
• Utilize Conversion APIs: Implement technologies like conversion APIs to maintain data continuity and measurement accuracy.
• Align with Marketing Funnels: Ensure new marketing platforms integrate seamlessly with existing sales processes to preserve data integrity and streamline lead management.

The Way Forward

As B2B marketers navigate these complex challenges, the key takeaway from the B2Believe panel is clear: adaptability, technological integration, and a solid understanding of data privacy are foundational to succeeding in tomorrow’s marketing landscape. As regulatory frameworks evolve, so must the strategies marketers employ to measure, understand, and engage their audiences effectively.

“At Vinci Digital Marketing, we are dedicated to helping businesses unlock their growth potential through data-driven strategies,” says Jerry, setting the stage for a deep dive into the intricacies of using data to achieve marketing success.

In today’s competitive landscape, data-driven marketing has emerged as a linchpin of success, enabling businesses to make informed decisions based on comprehensive data analysis. Jerry underscores the pivotal role of data in driving marketing initiatives, asserting, “Successful marketing hinges on data-driven insights, which serve as the compass guiding businesses towards growth and profitability.”

Drawing from years of industry expertise, Jerry emphasizes the transformative power of data in shaping marketing strategies that resonate with target audiences. “Data-driven marketing isn’t just about numbers—it’s about understanding the underlying narratives and behaviors that drive consumer engagement,” explains Jerry. By delving deep into consumer data, businesses can uncover hidden patterns and preferences, paving the way for more impactful marketing campaigns.

“At Vinci Digital Marketing, we believe in the mantra: ‘Data tells the story,'” says Jerry, underscoring the importance of narrative-driven marketing informed by robust data analysis. By crafting compelling narratives that resonate with consumers personally, businesses can forge stronger connections and foster brand loyalty.

Jerry highlights the multifaceted benefits of data-driven marketing, including enhanced audience segmentation, personalized messaging, and improved campaign performance. “Data empowers businesses to deliver tailored experiences that speak directly to the needs and aspirations of their target audience,” affirms Jerry.

From analyzing website analytics to mining social media insights, Jerry emphasizes leveraging diverse data sources to inform strategic decision-making. “Every data point offers a valuable piece of the puzzle,” says Jerry, urging businesses to harness the full spectrum of data available to drive marketing success.

Jerry Vinci advocates for a holistic approach to data-driven marketing rooted in actionable insights and compelling narratives. “By embracing data-driven strategies, businesses can unlock new avenues for growth and differentiation in an increasingly competitive landscape,” he asserts.

As businesses navigate the complexities of the digital age, Vinci Digital Marketing stands as a beacon of innovation and expertise. It guides clients toward marketing excellence powered by data-driven insights.

“Let data be your compass on the marketing success journey, ” Jerry concludes. With a data-driven approach, the possibilities for growth and impact are limitless.

Mattock’s address delved into the critical role of data-driven approaches in shaping effective marketing campaigns. He emphasized leveraging qualitative and quantitative insights to inform decision-making and drive customer engagement. Here are some of the key takeaways from his presentation:

Harnessing User Testing for Website Optimization:
“We use user testing to understand the friction points on our website, pinpointing moments where prospects may encounter hurdles in converting into a demo or signup. By gathering qualitative feedback from users, we gain invaluable insights into their first impressions of our homepage, navigation experience, and potential areas of confusion.”

Mattock further elaborated on the significance of user testing, stating, “This approach allows us to iterate on our website design and content to create a seamless user experience that encourages conversion.”

Empowering Sales with Data-Driven Insights:
“Our primary focus is on registrations and getting users active in the product. We can identify high-intent leads by analyzing user behavior and engagement metrics and automatically book meetings for our sales team. This seamless integration between marketing and sales ensures a frictionless customer journey and accelerates the path to conversion.”

Mattock emphasized the symbiotic relationship between marketing and sales, noting, “By providing our sales team with qualified leads and actionable insights, we enable them to focus their efforts on high-potential opportunities, driving revenue growth and customer acquisition.”

Leveraging Quantitative Analysis for Targeted Outreach:
“With Apollo.io, we can query our database of 280 million contacts to pinpoint our ideal customer profile. By filtering based on criteria such as company size, industry, and location, we comprehensively understand our total addressable market and can tailor our outreach efforts accordingly. This data-driven approach allows us to optimize our marketing spend and maximize ROI.”

Mattock elucidated the impact of quantitative analysis, stating, “By leveraging advanced data analytics, we can identify key trends and patterns within our target market, enabling us to craft hyper-targeted marketing campaigns that resonate with our audience and drive meaningful engagement.”

Mattock’s insights underscored the transformative potential of data-driven marketing strategies in today’s digital age. By harnessing the power of data to inform decision-making, marketers can unlock new opportunities for growth and forge deeper connections with their target audience.

As Winter Games Number 19 drew to a close, attendees departed with a renewed sense of purpose and a wealth of actionable insights to apply in their own marketing endeavors. By embracing data-driven methodologies and staying abreast of emerging trends, businesses can position themselves for success in an increasingly competitive marketplace.

The convenience of digital integration has been groundbreaking for many, but it’s important for marketers to not get too comfortable. With more ways to integrate life with digital practices, consumers’ data and privacy have become more at risk. Data breaches have been a common headline topic over the last decade. Businesses must improve their processes to prevent loss, legal battles, and most importantly, their consumer’s information.

New legalities in 2024 will bring some limitations to marketers. However, there are still other ways to gather data and make strategy improvements ethically. The following are trends to expect from the new year and how to navigate the evolving world of data management. 

Data Regulations

Data protection has become critical in the online world and in companies’ processes. With individuals being more vulnerable to identity theft and fraud, businesses need to take a big step forward in solidifying data security. In the new year, teams will have to make adjustments to their data strategies in response to new laws and regulations. States across the country are beginning to enforce data laws to protect the privacy of citizens.

One feature that is currently being reduced across the web has been the use of cookies. Cookies are a tool that collect personal data and information like web history and behavior. This information has been useful for target marketing, but it often comes at the risk of invading the consumer’s privacy. Google has begun to restrict the use of cookies and is planning to completely phase them out from web browser practices. As you plan your 2024 approach, take note of this change and ensure that none of your strategies depend on this tool.

Data Collection

With new laws and policies, businesses will need to find new ways to learn about customer behavior and characteristics. In a world that protects privacy, you may find yourself needing to use first or zero party data. First-party data requires collecting insights through online registrations, subscriptions, and other touch points on websites or apps. Data collected this way is safe to use and can still help teams personalize experiences for consumers.

Teams can also safely use zero-party data, which involves collecting information from the consumer directly. Email subscription preference centers and post-purchase surveys allow businesses to collect data and feedback without jeopardizing data privacy. These types of data collection, while not new, will become more important during the phase-out of cookies. These methods are more obvious to consumers, but are still effective in learning about your audience and what they want to see from your brand. 

Employee Education

IT reps aren’t the only stakeholders in protecting company privacy. Branches of any given business may have access to consumer data for several reasons. Whether it’s applicant data or purchase orders, employees without a data background will have their hands on sensitive information in their work. Teams need to be trained on data ethics, and how to protect sensitive information especially when working from home. 

Companies need to build a solid infrastructure without loopholes as well. It can be easy for data leaks to happen just from human error, so companies must be strict in the management of their databases. Connecting to public wifi, for instance, is an easy way to put company data at risk. Installing and enforcing the usage of a VPN in and out of the office stops employees from using unreliable web services. Using a VPN will also prevent data breaches from someone being connected to unstable public wifi. 

Artificial Intelligence

As brands begin to feel limited in data collection in the new year, advancements in AI have created new opportunities. Machine learning can analyze consumer behavior without depending on third-party tools. By using this technology, you will get a full scope of your customers and how they navigate your website. You may also use this data to make predictions and introduce new strategies to your marketing approach. 

AI is also a strong tool for managing data and improving internal processes. Smart assistants like Microsoft Copilot can analyze automations and processes as well as make recommendations for improvement. Introducing automation into your process will help protect you from human error, improving your risk management. However, with this technology still being new, it’s important to be cognizant of data bias created by the system.

Data Analytics

While the world is being met with more roadblocks in data collection, analytics are as important as ever in determining marketing strategy and measuring success. Your data should be protected, but it should still be accessible to the employees making business decisions. Analytics will give perspective on the real changes happening in consumer data and the steps needed to improve weaknesses and encourage growth.

It’s also crucial to have a good platform to review and organize data. As more businesses are focusing on segmentation, teams need an easy way to identify consumer groups and target them. Utilizing a CRM will help your employees identify trends and engage those who are active members of their audience. Integrating technology that is easy to use will make your team more efficient, accurate in their predictions, and better as a whole at analyzing data.

A Changing Terrain

Data privacy is incredibly important to the integrity and reputation of brands. Businesses want to grow, but no one wants to put their customers at risk. Introducing new data collection methods in the new year will protect people from digital harm while retaining important data for your business’s progression. Identifying holes and improving your processes will support the overall growth of your business and will keep consumers’ trust in your brand.

Dave Gerhardt, VP of Marketing at Drift, was recently interviewed on the B2B Growth podcast by John Rougeux who is VP of Marketing at Skyfii. Gerhardt discusses conversational marketing as a new B2B product category and how it is changing marketing from reaching out to you later to a conversation that is happening now:

Conversational Marketing is About Connecting You Now

Conversational marketing is a whole new way of thinking about marketing and sales. The traditional way of doing marketing and sales is all about later. Come to my website and fill out this form and somebody is going to reach out to you later, when it’s convenient for them. The big shift that is happening in marketing and business over the last five to ten years is customers have all the power today. You can’t make people wait. Information is free now.

I can find anything I want to know about a company without ever having to go to your website. It’s crazy to think that you are going to force people to go to your website, fill out a form, wait three days to hear back from your sales team, and then get a demo. Conversational is all about connecting you now with the people who are ready to buy now while they are live on your website.

B2P – Marketing to People

It’s not about buyers. It’s not about sellers. It’s not about sales. It’s not about marketing. It’s about people. That’s how people all communicate online today. I pressed one button in my car and I got a list. I ordered something from Amazon while I was here this morning to send back to my house and it’s going to be there tomorrow when I get home. There are countless examples of that. That is how we all behave online in our real lives today.

But then something happens weird happens. We go to our jobs in B2B and none of the tools that we use match how we actually buy as real people. That’s the most exciting thing to me about conversational marketing. It’s really closing the gap between B2C and B2B. We just call it B2P, marketing to people.

What Ties Our Products Together is Conversation

We have an email product and we have a landing page product. Black and white versions of those people would say everybody has email, everybody has landing pages. The thing that ties those together is conversation. That forces us to think about what is conversational email? What is conversational landing pages? What is conversational whatever? That one word forces our product team to think about how can we change this? If our fundamental stance as a company is that the internet should be one conversation, then how does that weave into everything that we build?

Ultimately what we care about is that email becomes a conversation. Meaning, the way that marketers have had to use email the last decade is a one-way channel. Email is meant to be a two-way channel. Marketers have been using it as, “John come to my webinar.” What happens if you actually respond to that email? Most of the time you can’t because it’s donotreply@ or it just goes to some inbox where nobody is answering it. That is a terrible experience. Our belief is that if you reply, “Hey actually I can’t make it. Can you reregister my colleague?” That should get handled. We are thinking of that from an evolution standpoint.

The same thing with landing pages. Most landing pages today are static. You go to the landing page, put a bunch of info in and you are gone. What if that was a real-time conversation on the page? That one topic has to weave itself into everything we do from a product perspective.

>> Listen to the complete interview with Drift Marketing VP Dave Gerhardt on the B2B Growth podcast.

The global big data and analytics market is expanding every year, currently sitting just below $300 billion USD. Yet, just having access to the data architecture that enables you to collect and process data doesn’t mean that a business does so in an efficient or compliant way. Data compliance is one of the leading issues in modern business, with the fast scaling required by some businesses leading them to bad data management habits.

In order to store and utilize huge quantities of data, businesses need to take an active and proactive approach to data compliance. In this article, we’ll dive into the core issues that businesses encounter with compliance and point toward leading strategies to fix them. 

Let’s dive right in.

What Is Data Compliance?

Data compliance is an intersectional field that balances between operational data use and legal requirements. When using data, especially for analytics or business operations, it’s important to establish clear guidelines about how you are using that data and how you protect it. Data privacy, availability, and integrity are all considerations in data compliance.

Another pillar of compliance that is important to recognize is that, depending on the region that your business operates from, you may also have regulatory compliance issues to overcome. For example, Europe has strict privacy laws when it comes to handling customer data, which you must comply with or face fines.

Data compliance protects both your company and your customers, keeping all of your data, your customer data, and your private records safe. As the rising cyber threat continues to focus on the enterprise sector, expert control of data compliance and privacy is more needed than ever before.

How To Streamline Data Compliance

Data compliance may seem staggeringly complex at first glance, but is really only a representation of the very best laws, ideas, and data protection strategies to keep your business safe. As a deeply methodical process, it’s a good idea to get started with data compliance from day one.

There are a number of ways you can streamline data compliance in your organization.

Establish a Workflow

The single biggest factor that will lead to breaches in data compliance is your own employees. If they don’t know how to stay on the side of compliance, you’ve probably not made your processes obvious enough for them.

Be sure to establish a comprehensive workflow of how you should handle data when it enters your business. Create detailed guides about the use and distribution of data that you then teach to all new employees during their onboarding.

Every staff member should understand the importance of data compliance, what it means, and how to use data in a compliant manner.

Audit, Audit, Audit

Even for businesses that already have comprehensive data compliance workflows and frameworks set out, it’s a good idea to audit your business frequently. Not only does a regular audit ensure that all of your processes are being upheld and followed to the correct standard, but it also helps to create a permanent record of your work.

Audit Trails are required by many regulatory bodies, with proof of your regular system audits and the systems logged in the process acting as evidence in this regard. Depending on your geographical location, the specific audit laws you have to work to may vary. Some states in the USA are much more strict than others.

To air on the side of caution, we recommend that you audit your internal processes at least once a year. However, if you’ve experienced a data breach or are incorporating new data technologies, then you should conduct an audit much more frequently. 

Automate Where Possible

Once you have a data governance scheme in place, you’re now in a position to automate much of the initial contact points with data. There are numerous data compliance automation tools and strategies that you can put to use. Not only do these save tremendous amounts of time, especially those that focus on granular data monitoring, but they will also save your business capital in the long run.

There are several areas where you can use automation to streamline the data compliance process:

• Incident Management – Around 40% of all businesses will experience a data disaster event at least once a year. This staggeringly high figure reminds us that creating an incident management system will allow you to respond to any events much more rapidly.

• Recovery and Backup – One core area that you can optimize with automation is any recovery and backup processes. When creating a catalog of historical data, it’s always a good idea to create failsafe backup systems. If needed, you can use these backups to resort to an earlier version of your data systems before a compliance breach occured.

• Schema and Management – Once you have a specific schema of data that you want to collect, you can then create safeguards that flag any data that does not strictly follow this format. Any breaches or inconsistencies will alert a developer, allowing them to take a look at any strange data instead of monitoring every single dataset that you ingest.

The ability to successfully automate aspects of data compliance will only grow in the coming years. With advancements in AI, ML, and other emerging technologies, we’ll be able to spend more time focusing on the mission-critical aspects of compliance and less on the day-to-day monotonous tasks.

Final Thoughts

The importance of the use of data cannot be overstated. As a leading tool that guides us toward better strategies, more effective use of resources, and more precise future planning, data is essential in modern business. Yet, without a comprehensive understanding of data compliance, businesses are unable to make the most of the data they have at their disposal.

By investigating your current data practices, including how you store and interact with data in your cloud data warehouse, businesses will be ready to take a more effective position on data compliance. By utilizing the strategies, examples, and systems we’ve suggested in this article, you’ll be able to construct a rigorous compliance program that secures your data while passing regulations.

The FTC banned X-Mode, and its successor Outlogic, from selling precise location data in early January. The agency has now followed suit with a similar ban on InMarket Media. The ban prohibits the company from selling or licensing precise location data in response to the company’s failure to provide the necessary disclosures or obtain the necessary consent from consumers.

“All too often, Americans are tracked by serial data hoarders that endlessly vacuum up and use personal information. Today’s FTC action makes clear that firms do not have free license to monetize data tracking people’s precise location,” said FTC Chair Lina M. Khan. “We’ll continue to use all our tools to protect Americans from unchecked corporate surveillance.”

The two cases should service as a warning to other data brokers not to play fast and loose with consumers’ privacy.

The Norwegian Data Protection Authority announced a ban on Meta’s behavioral advertising in mid-July, saying it would fine the company $100,000 per day that it did not comply. The agency did not have an issue with targeted advertising based on data users willing provide, but took exception to Meta’s far-reaching surveillance and its practice of collecting data far in excess of what users authorize.

Meta appealed the decision, but a Norwegian court has rejected the company’s arguments, according to the Norwegian Data Protection Authority:

The Oslo District Court has fully sided with the Data Protection Authority in the matter.

– We are very pleased with the Court’s ruling and the result. This is a big victory for people’s data protection rights, said Director General Line Coll.

In its ruling, the Court states that the Data Protection Authority’s decision is valid, and that there are no grounds for an injunction. The case was heard in Oslo District Court on 22 and 23 August.

– This is a thorough ruling that provides useful clarifications. We are very pleased that the Court agrees with our assessments, said Head of International Section, Tobias Judin.

Given how closely jurisdictions within the EU cooperate, it is likely that Norway’s stand is one that will be copied by other countries in the bloc.

Norway’s regulatory agency took issue with Meta’s practice of tracking user activity far beyond the data users voluntarily provide:

Meta tracks in detail the activity of users of its Facebook and Instagram platforms. Users are profiled based on where they are, what type of content they show interest in and what they publish, amongst others. These personal profiles are used for marketing purposes – so called behavioural advertising. The Norwegian Data Protection Authority considers that the practice of Meta is illegal and is therefore imposing a temporary ban of behavioural advertising on Facebook and Instagram.

The Norwegian Data Protection Authority cites a decision by the Irish Data Protection Commission in December 2022 that Meta’s behavior is illegal. Despite Meta changing some of its practices, the Court of Justice of the European Union recently found that Meta’s behavior is still not legal. Norway’s ban goes into effect August 4 and lasts for three months, or until Meta complies with the law. If Meta fails to comply, the company faces a fine of up to $100,000 per day.

The regulator makes clear that it is not opposed to targeted advertising, as long as such advertising is based on data users provide, not based on surveillance of their activity:

The Norwegian Data Protection Authority does not ban personalised advertising on Facebook or Instagram as such. The decision does not for example stop Meta from targeting advertising based on information a user put in their bio, such as place of residence, gender and age, or based on interests a user has provided themselves. Nor does the decision stop Meta from showing behavioural advertising to users who have given valid consent to it.

The regulator acknowledges that it would normally be the Irish Data Protection Commission that would address such issues but says the urgency of the situation necessitated taking action:

As Meta has its European headquarters in Dublin, it is normally the Irish Data Protection Commission that supervises the company in the EEA. The Norwegian Data Protection Authority can nevertheless intervene directly against Meta when there is an urgent need to act, and in such cases we can issue a decision which is valid for a period of three months. We consider that the criteria for acting urgently in this case are fulfilled, in particular because Meta has recently received both a decision and a judgment against them to which they have not aligned themselves with. If we don’t intervene now, the data protection rights of the majority of Norwegians would be violated indefinitely.

The decision is the latest issue for the social media giant as regulators around the world begin to scrutinize Big Tech’s use of consumer data.

X-Mode and its successor, Outlogic, is a data broker that sold people’s precise location data without their consent, including “sensitive locations such as medical and reproductive health clinics, places of religious worship and domestic abuse shelters.” To make matters worse, the company failed to do enough to honor some users’ choice to opt out of tracking.

The FTC has reached an agreement with the company that will ban it from continuing the practice.

“Geolocation data can reveal not just where a person lives and whom they spend time with but also, for example, which medical treatments they seek and where they worship. The FTC’s action against X-Mode makes clear that businesses do not have free license to market and sell Americans’ sensitive location data,” said FTC Chair Lina M. Khan. “By securing a first-ever ban on the use and sale of sensitive location data, the FTC is continuing its critical work to protect Americans from intrusive data brokers and unchecked corporate surveillance.”

As part of the agreement, X-Mode must destroy all previously collected data, as well as any products built from that data, unless it can get customer consent. The company must also take precautions to deidentify data and ensure there is not sensitive information contained in it.

The company is also required to develop a method to ensure consumer consent has been given for the data it receives from suppliers, provide a way for customers to withdraw consent, and take steps to ensure that data cannot be identified with individuals in sensitive locations or settings that could result in distress, discrimination, or risk of harm.

The FTC’s action is “its first settlement with a data broker concerning the collection and sale of sensitive location information,” but hopefully won’t be its last.

Referred to as data sovereignty, this is the idea that data should be under the control of its users (through their government). For example, American policymakers want to make sure that the data of TikTok users in the USA is stored and processed in data servers located in the US, putting them under American regulation, away from foreign government access and exposure to threats (because of poor data protection regulations and technologies).

This may make sense, but it also creates new challenges for those that collect, store, and use the data. There are benefits in tightening regulations on data storage and access, but there are also valid concerns over them, especially when taking into account the disruption these regulations bring. Here are the answers to some of the most important questions about data sovereignty, especially as it relates to digital marketing.

How does data sovereignty affect cross-country digital marketing?

The main goal of data sovereignty is to empower governments to have jurisdiction over the data of their citizens. This jurisdiction is aimed at addressing critical concerns like privacy, cybersecurity, and data misuse or abuse. It is a controversial move, but it has been gaining ground in many countries because of the increasing cases of state-backed data security and privacy violations, growing nationalist sentiments, and the economic benefits of having data stored locally.

Data sovereignty policies do not necessarily disregard cross-country digital marketing. It makes the process more complicated, though. Instead of having straightforward access to data from an overseas or cross-border location, marketers will have to set up new layers of operations to comply with local laws. Facebook, for example, cannot process the data of its EU users in real-time to guide its advertising strategies because of a recent EU court ruling that prevents Meta from transmitting the data of EU citizens to US or non-EU servers in line with Article 46(1) of GDPR.

This restriction does not prevent Meta from conducting marketing or advertising activities in Europe, but the company has to have its EU team or subsidiary perform the data accumulation and analysis per the region’s laws. The output would then be transmitted to Meta’s headquarters for the corresponding action. Another option is for Meta to also establish an independent or autonomous operation in the EU to more agilely respond to local data and trends. This means more costs and longer processes.

Does data sovereignty prohibit the storage and processing of data outside of the country of origin?

Data sovereignty does not necessarily mean the absolute prevention of the storage and processing of data outside the country of origin, Some companies may be able to cut deals with governments to allow cross-border data transfers. Still, this affects the agility and scalability of multinational digital marketing campaigns. It is a significant hurdle to the activities of companies that operate multi-nationally. It prevents the seamless movement of data across different jurisdictions, thus restricting the ability to personalize marketing campaigns and target specific audiences.

Data sovereignty has similarities with data localization but they are not always the same. The thrust of the former is about having control over the data generated within a country or jurisdiction. The latter focuses on setting requirements to have certain types of data stored and processed within a specific country or jurisdiction. These data may not always be generated within the country of the government imposing the localization requirement, but they usually involve the citizens of the said government.

How much data is affected by data sovereignty?

An Oliver Wyman study shows that around 92 percent of the data in the Western world is stored in the United States. These are mostly data collected by tech companies, social media, and subscription services in particular. For the longest time, American companies have enjoyed the benefits of quick access to data, allowing them to come up with informed business strategies and decisions quickly and efficiently.

The popularity of American digital services in Asia, Africa, South America, and other non-western regions shows the data advantage of many American companies. With many governments now showing keenness to having data sovereignty laws, this advantage is quickly eroding. 

However, this means that local companies or subsidiaries of multinational digital marketing businesses are getting a boost. They are becoming more relevant as companies need them to comply with data sovereignty, localization, and residency policies. This bodes well for local economies, as it forces businesses to use local servers and have local operations for data processing.

Does data sovereignty make data safer and less prone to abuse?

One of the main arguments in favor of data sovereignty and localization is security. For the proponents, their data is safer if it is in their territory and covered by their laws. There have been many complaints about multinational companies abusing the information about consumers in different parts of the world, with some accused of bombarding consumers with incessant ads across different channels. Others have also been accused of selling data to third parties.

For the most part, data sovereignty does make data less accessible to abusers and threat actors. However, this benefit is limited to the kind of laws or policies a country imposes. Requiring companies to store data locally is not enough. There must be existing laws that ensure privacy and make access to this data secure.

Does data sovereignty benefit digital marketers?

While the effects of digital sovereignty regulations usually mean hurdles or constraints for digital marketers, it does help in two main ways: building trust and supporting local marketing industries. These may not completely compensate for the convenience and efficiency of being able to seamlessly access data across borders, but they are significant enough benefits.

Amid reports of high-profile data breaches and privacy violations, it is understandable that many consumers are becoming wary of the data management practices of multinational companies. The data breaches affecting companies like Yahoo, LinkedIn, Facebook, Alibaba, Weibo, and Adobe demonstrate how risky it is to have data that is free-flowing across national borders. Data sovereignty helps allay fears of more breaches, fostering trust and transparency.

On the other hand, being forced to have local operations to lawfully access and process data is a boon to digital marketers in different locations. It helps create more jobs, although many companies may eventually turn to AI-driven automation to become more efficient.

Striking a balance

Cross-border data transfers are essential for multinational companies and marketers that are trying to reach a global audience. Data sovereignty regulations can mean obstacles as they entail complex legal frameworks and the need to negotiate data transfer agreements. These can limit the agility and scalability of global marketing campaigns, adversely affecting the speed and efficiency of reaching diverse audiences across borders. Nevertheless, digital marketers or multinational companies, in general, are quick to adapt.

Data sovereignty may be seen as a hurdle, but innovative and forward-thinking companies know how to find their way around. They can forge industry collaborations and turn responsible data-handling practices into useful tools to unlock the full potential of digital marketing in an increasingly data-driven world.

A lot of major companies are using artificial intelligence because it helps make their job easier. If you notice in the infographic below, you will see that 77% of companies use or are researching artificial intelligence. 

Industries Using AI and Marketing

For example, AI is used in legal and professional services, high-tech, financial services, retail, automotive, and pharmacy. AI can solve problems in some of these marketing industries because it can facilitate learning and create new solutions.  

For example, AI has been used in 14% of pharmacies in healthcare while it is used in 28% of legal and professional services. It proves that AI is progressing in each of these industries, regardless of its level of usage.

AI is employed in diverse industries, each utilizing its unique applications within the aspect of marketing. It is utilized in email marketing, marketing lead scoring, customer service routing, fraud detection, cross-selling and upselling, and service chatbot. It is used a lot in businesses as it helps increase productivity.

It will help increase productivity due to the advancements of new AI applications. There has been an increase in AI startups since 2000. It is constantly on the move of making more and better marketing tools. 

New AI Tools

There are new marketing tools that have been created for businesses and individuals to leverage in their daily activities. Examples include ChatGPT, Make-A-Video, Bard, and many others. 

ChatGPT is an AI chatbot that is capable of interactive dialogue as 1 million people utilize these tools. Make-A-Video is an AI tool that helps generate videos from text-based prompts. Bard is Google’s newest answer to ChatGPT.

There are many more marketing tools, but they all help contribute to the betterment of businesses. These tools contribute to enhancing marketing outcomes on a global scale, as they are widely embraced and utilized to achieve better marketing results.

These tools utilize advanced technologies such as natural language processing, video generation, and content creation algorithms to enhance marketing strategies. 

Experts are deeply intrigued by the continuous improvement and advancement of AI. According to the founder and CEO of the Marketing AI Institute, businesses that fail to adopt AI are falling behind in today’s society.

Individuals who embrace and use AI will gain an understanding of its capabilities and its capabilities in solving business challenges.

Bringing it all Together

Due to the ongoing evolution of AI, the world can anticipate additional applications in the future. There will also be new features for AI in the future. AI in marketing automation is increasingly relied upon, and small businesses are enjoying enhanced accessibility to these technologies. See more about AI and marketing in the visual deep dive below, courtesy of Nova:

Germany’s antitrust watchdog, the Bundeskartellamt, initiated proceedings over Google’s use of data, resulting in the company making significant changes. The agency outlined how Google will process user data moving forward:

In the future Google will have to provide its users with the possibility to give free, specific, informed and unambiguous consent to the processing of their data across services. For this purpose Google has to offer corresponding choice options for the combination of data. The selection dialogues must be designed so as not to guide users manipulatively towards cross-service data processing (avoiding “dark patterns”). Where data are not actually processed across services and Google’s data processing terms explicitly make this clear, Google will not have to offer choice options. Any obligations under the General Data Protection Regulation remain unaffected by these obligations.

Andreas Mundt, President of the Bundeskartellamt, lauded the decision as one that will protect users’ rights and improve competition:

“Data are key for many business models used by large digital companies,” said Mundt. “The market power of large digital companies is based on the collection, processing and combination of data. Google’s competitors do not have these data and are thus faced with serious competitive disadvantages. In the future users of Google services will have a much better choice as to what happens to their data, how Google can use them and whether their data may be used across services. This not only protects the users’ right to determine the use of their data, but also curbs Google’s data-driven market power. Large digital companies offer a wide range of different digital services. Without the users’ free and informed consent the data from Google’s services and third-party services can no longer be cross-used in separate services offered by Google or even be combined. We have made sure that Google will provide a separate choice option in the future.”

While Google will likely roll out these changes across the EU, it is unlikely users in other parts of the world will see these options unless regulators press the issue.

Norway has no issue with Meta serving its users ads based on information they willingly provide. The country’s data protection agency did, however, take issue with Meta’s behavioral advertising, where the company vacuums up as much data as it can about people — often without their knowledge — to build a profile and advertise to them.

After Meta failed to address the issue, Norway began fining the company nearly $100,000 per day. Meta appealed the decision but ultimately lost.

According to The Register, Norway wants the entire bloc to follow suit and ban Meta’s behavioral advertising throughout Europe.

We believe that our temporary ban must be made permanent. Furthermore, we believe that the General Data Protection Regulation (GDPR) must be interpreted consistently throughout the EU/EEA, and we ask for the ban to be extended to the rest of Europe.

As The Register points out, Norway is not officially part of the EU, but there is a legal framework in place for European countries like Norway to address concerns within the bloc.

If the EU takes up Norway’s request, it could spell trouble for Meta and its advertising business, as well as serve as a warning to others.