Data is the foundational playbook for marketing today, says Amanda Richman, President, Investment and Activation, Starcom USA in an interview with Beet.TV. Data provides the power to make marketing more effective and to help brands connect more deeply with audiences, she says.

That’s why it’s so important for brands and agencies to work with the right technology partners as well as the best second- and third-party data providers. The key to using data most effectively is to understand which channels are working best. “It’s all about cross-channel attribution and understanding the storytelling experience across screens so we can design campaigns for brand lift and client objectives across channels,” she tells us. Keep an eye on this area as Richman expects more news to come down the pike as it relates to cross-channel attribution and creativity.

This is part of a series title the State of Video, a series sponsored by AOL Platforms. Please visit this page for all the videos from the series which will published over the next 30 days.

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