PHOENIX – Between legacy data warehouses and other consumer information, marketers are “drowning in massive amounts of data,” says Art Muldoon of Amnet Group US.
Given that some 80% of data is unstructured, “What that means is we’re really trying as marketers to find what are the best sources of data that’s most actionable to help advertisers achieve their audience engagement goals,” the Co-CEO says in this interview with Beet.TV at the IAB Annual Leadership Meeting.
“It’s early stages, but on the same side of things we’ve got a lot of great information that if we could structure it well we can really evolve the industry faster than we have over the last eight years,” Muldoon adds.
Amnet is the programmatic unit of Amplifi, which is the investment division of Dentsu Aegis Group. Muldoon had been the CEO and Co-Founder of Accordant Media, which Dentsu acquired in 2016.
There is so much data available to marketers that it can’t be humanly managed and understood, according to Muldoon. “Let’s understand also that data helps us across the whole advertising process. For advertisers we’re trying to help marketers reach their most important audiences toward engagement that will drive lifetime value of a customer relationship.”
In addition to using data to better comprehend consumers, the same information can help to determine their sentiments toward privacy issues. Working with Dentsu’s Merkle division “we’re really focusing on structuring audiences for people based marketing that are specific and valuable to the capabilities within Dentsu.”
That is a two-fold process, starting with structuring the audience and identifying the best audience segment, then in real time figuring out “how do you make a decision in the moment as to whether or not that appealing audience segment is available to be engaged with,” says Muldoon.
Amnet also employs data to reach and engage with consumers “at a tasteful frequency so that we respect consumers and also deliver the message that’s most impactful for the advertiser.”
Asked about privacy concerns, Muldoon notes that IAB attendees—from agencies to platforms, publishers to advertisers—take consumer privacy very seriously.
“We all value the ongoing relationship that marketers have with their customers and the consumers and the importance of respecting that relationship, making it specific and personal between the consumer and the brand and creating an environment that both we as consumers celebrate the brands that we choose to interact with and support their businesses as appropriate.”