MERCADEO Versión en español
Dan Burdett of Mars: We need to understand why managing and keeping your own data is important
Manuela Walfenzao| 6 de octubre de 2015
Burdett: Administrar la data puede mejorar las campañas y la segmentación
Mars, the worldwide food maker, is acknowledging the value of its owned data sharpening how it collects, organizes and activates those insights data offers. Also they want to ensure it doesnt have to go through third-parties to access insights on its consumers. For Dan Burdett, global brand director for Snickers “companies need to understand why managing and keeping your own data is important.” “In the past, we, along with other companies, have fallen into the trap of allowing the data and information to be held by third parties. I think you only get value out of the information when youre able to interpret and interrogate it in a way that you dont receive only bits of information, bypassing third parties filters that only deliver you what they consider relevant while keeping the bits that they think are important” he explained. Peer companies, like Mondelez, are also reluctant to share its first party data and avoiding third parties for its processing. Despite this, Mars still maintains ties with Facebook and Google in order to access their data. At the same time theyre looking for new strategies to improve their online ads measurements. Mars is considering erecting a data-management platform, where other companies can look up information in a friendlier way. “This is a costly investment, but it could provide us with a more accurate look at how to improve campaigns, consequently lifting targeting.”
Diario de Hoy
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