July 14, 2016

Part 1 of IAB FYI Series #4: Breaking down the Silos - Unleashing the Power of Data
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The IAB SG Measurement and Standards Committee launched an initiative to solve the digital age problem of data resource management for marketing and sales effectiveness.

As a follow up to the Measurements and Standards Roundtable white paper that the IAB SG published in June 2016, we held a follow up IAB FYI session to share and discuss the results with publishers, brands and agencies in Singapore’s digital advertising industry. The goal is to help companies understand how they can harness the power of data without remaining stuck in traditional organisational structures.

The original white paper was produced on February 2016 when the IAB SG gathered a team of APAC’s top digital minds comprising of more than a dozen CEOS, VPs, and HODs from Hewlett Packard, comScore, MEC, Yahoo, Kantar, YouGov, Eyeota, Tealium Xaxis, Ipsos, Keboola and SapientNitro to investigate how and why unleashing the power of data in the region is critical for success.

As a next step, on June 2016, the IAB SG Measurement and Standards Committee had a panel discussion on the findings from key participants in the discussion, and engage with members of the IAB Community. The panel included:

The discussion was lead by Committee Co-Chairs, Peter Hubert, Head of Insights at LinkedIn and Kerry Chapman Brown, Vice President of comScore.

Objective:

  1. Share a unique, diverse and expert POV on the state of data and insights in APAC
  2. Help practitioners better understand the opportunities and challenges when it comes to leveraging their data

To kick off the discussion, the panel laid out some definitions of research :

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Primary research and platform analytics are methodologies for gathering data. And with the right strategies, that data can be used to get insights to help marketers effectively create a campaign.

The Discussion

The discussion lasted for two hours where the panelists were given five different situations and asked about their recommendations to solve each issue. During the event, attendees also had the opportunity to ask questions directly to the speakers.

Situation #1

Organisations are designed for the industrial age, not the technological age

What to do?

  • Don’t let traditional silos constrain the way you articulate and solve problems
  • Be flexible and learn to integrate

The idea is not about breaking down the whole traditional silo, but rather having the flexibility to integrate the traditional structure with technological innovations. To come up with the right level of decision-making in terms of marketing strategies, it is best to pull information together. The key is integration.

In order to be successful with a marketing project, for example, you’re going to need the people across the organisation working together. Integration in this respect means a marketer taking the initiative to create projects and set up teams where people from across different functions are brought together.

To effectively eliminate traditional silos, the right approach should be carrying out the functional silos and side projects, which are related to the business promotion and putting all the right representatives in. We must also be aware that searching for data and analytics as a project is not the same as having it fundamentally in the DNA of the organisation, which is very crucial.

Q: What are the expectations you have on external parties when it comes to technology, whether they are the agency partners or your partners? How can you leverage them to cut through any loopholes?

What we should be looking for is expertise and neutrality. It means you really have to say what you think in terms of performance or insight. When all the agencies throw in their ideas, whoever sounds the smartest in the room ultimately becomes the person everybody gravitates towards, and normally that person doesn’t have a neutral. This kind of situation can be terribly damaging to the agenda that the client has set to solve the problems. What we should look for is an unbiased perspective where data speaks for itself.

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