September 7, 2018
Audience data is hot! Advertisers want it, internal strategy requires it, and the pressure is on audience developers to build engaged lists that drive revenue. In this week’s Friday Four, Kati Tucker (Director of Audience Development, Bobit Business Media) and Tony Napoleone (VP, Client Success, Omeda) share tips for managing audience data so everyone wins!
Let’s kick it off with controversy! Who owns, or should own, audience data at a company?
“The short answer is EVERYONE. The entire company should have some level of ownership.
It’s important for editorial to be involved to know what people are reading and sharing so that they can deliver content that resonates. Sales needs to have a voice since they know who advertisers are looking to reach.
You still need a gatekeeper – that is where audience development comes in.”
What’s your #1 tactic to stop “database wars” and create a cohesive internal policy around using audience data?
“Hire an audience data director! Or if you can’t hire a data director, appoint someone on the Audience Development team to be the data expert. You need a single point of contact that can lead/oversee tactics and strategic decisions.
In the age of compliance (CASL, GDPR, CCPA, etc.) it isn’t just best practices anymore. There are significant and substantial penalties for misunderstanding or interpreting the laws as they relate to your organization.”