Category Archives: Data & Analytics

Amperity Named Databricks “Communications, Media and Entertainment Partner of the Year” Award

Amperity’s Lakehouse CDP and Databricks help brands share data across their tech stack to save time and lower costs

SEATTLE – June 13, 2023Amperity, the leading AI-powered enterprise customer data platform (CDP) for consumer brands, today announced it has been awarded the “Communications, Media and Entertainment Partner of the Year” Award by Databricks, the Data and AI company. With Databricks and Amperity, brands such as Paramount and Vail Resorts, have maximized the value of their customer data, lowered costs, and increased data democratization to generate and share insights to their downstream systems and business users.

The award was presented this week at Databricks’ Data + AI Summit 2024 and underscores the impact Amperity has made in developing Databricks competency and helping to solve customer data challenges and break into new revenue streams.

“In an era where data and AI are pivotal to innovation, Amperity’s Lakehouse CDP plays an important role in delivering data intelligence,” said Roger Murff, vice president of technology partners at Databricks. “Together, we enable brands to seamlessly share live data sets without the need for maintaining ETLs or copying data. Through this composable and secure data flow, Amperity and Databricks empower brands to fuel the data-intensive demands of Generative AI and deliver highly personalized experiences with exceptional data quality.”

 

Amperity’s Lakehouse CDP is at the forefront of the shift towards composability in the marketing technology landscape. Amperity provides automated cleansing, enriching, and harmonizing of customer data and shares it with Databricks Data Intelligence Platform through Delta Sharing, its open, industry-standard protocol. This allows data to be easily accessible across the tech stack through a shared catalog. Together, Amperity and Databricks enable brands to take a more sophisticated and strategic approach to customer data management, paving the way for a new era of data-driven marketing where insights can be easily translated into actionable strategies for boosting engagement, loyalty, and revenue.

 

“We are thrilled and deeply honored to receive the Communications, Media and Entertainment Partner of the Year award from Databricks. This recognition is a testament to the incredible value our collaboration has delivered to our shared customers,” said Derek Slager, co-founder & CTO at Amperity. “By combining Amperity’s unified customer data foundation with Databricks’ powerful data intelligence platform, we’ve empowered brands to unlock transformative insights and personalize customer experiences like never before. As we look ahead, we’re excited to further strengthen our partnership by redefining what’s possible in customer engagement and to help our clients turn complex data into business value.”

For more information about how Amperity and Databricks are partnering, visit our partner page.

 

About Amperity

Amperity, the first Lakehouse CDP, delivers the data confidence brands need to unlock growth by truly knowing their customers. With Amperity, brands can build a first-party data foundation to fuel customer acquisition and retention, personalize experiences that build loyalty, and manage privacy compliance. Using patented AI and ML methods, Amperity stitches together all customer interactions to build a unified view that seamlessly connects to marketing and technology tools. More than 400 brands worldwide rely on Amperity to turn data into business value, including Alaska Airlines, DICK’S Sporting Goods, Endeavour Drinks, Planet Fitness, Seattle Sounders FC, Under Armour and Wyndham Hotels & Resorts. For more information, visit amperity.com or follow us on Linkedin, X, Facebook and Instagram.

 

Amperity Redefines Composability with the World’s First Lakehouse CDP

Data teams can now stop integrating and start sharing data across their tech stack to save time and lower costs.

Tuesday, May 21, 2024Amperity, the leading AI-powered enterprise customer data platform (CDP) for consumer brands, today announces a new composable approach for customer data management: the Lakehouse CDP. Now, brands can seamlessly share live data sets between a CDP and a lakehouse without maintaining ETLs or copying data. IT teams can optimize how data is stored and processed with any platform that uses lakehouses’ open table formats to save time and lower costs. This composable and more secure flow of data ensures brands can fuel the data-intensive demands of Generative AI and 1:1 personalization with high-quality data.

 

Amperity’s Lakehouse CDP addresses two critical concerns that composable CDPs often overlook: data quality and governance.

Other composable solutions fall short because they are built as ‘reverse ETL’ tools that activate data from a big data environment. Unfortunately, lakehouse data still needs to be cleaned, unified and aggregated into insights for business users. The CDP components available today lack an AI-driven approach to resolving identities and governing the data operations of constantly changing profiles. Reverse ETLs also require complex query logic to access lakehouse data, resulting in hidden compute costs and ongoing integration work.

 

“The shift to composability in the marketing technology landscape continues to gain momentum as brands become more sophisticated and strategic in how they manage customer data,” said Juan Mendoza, CEO at The Martech Weekly. “Amperity’s Lakehouse CDP reflects this shift perfectly by enabling the cleaning, enriching and harmonizing of data from often complex and hard-to-use data clouds, while also providing the capabilities to utilize that data to drive growth outcomes for marketers. The worlds of data engineering and marketing operations can come closer than ever thanks to Amperity’s release of the Lakehouse CDP.”

 

With the Lakehouse CDP, Amperity breaks down silos between SaaS tools and teams to fuel AI and engagement with better data.

Since Amperity’s capabilities are composable, brands can plug it directly into a data lakehouse and use any combination of its offerings to optimize customer data operations. Data teams can improve data quality across Amperity and a lakehouse with identity resolution through AmpID, generative AI with AmpAi, and pre-built data assets with Amp360. Business users can use AmpIQ to securely activate lakehouse data, enabling deep personalization. All components come with data validations and checks to govern end-to-end data workflows across platforms.

“We use Databricks for its unparalleled data tools and ability to seamlessly share data with Amperity,” said Tom Barber, head of data at Virgin Atlantic. “This powerful combination allows us to quickly unify and enrich vast amounts of customer data. By democratizing data access, we empower our non-technical users to easily make data-driven decisions. Amperity has enabled us to maximize the value of our data, enabling us to focus on delivering exceptional travel experiences.”

 

Introducing Amperity Bridge

To enable the Lakehouse CDP’s core benefits, Amperity is adding a key new feature: Bridge. Amperity Bridge allows users to point and share data to and from a lakehouse rather than using the slower, less secure method of reverse ETL. It uses each lakehouse’s open, industry-standard data formats so that data is available across the tech stack through a shared catalog. This provides the benefits of zero-copy for greater control and compliance without unnecessary network calls and processing. Amperity Bridge is currently available for Databricks and Snowflake.

 

“In today’s data-driven landscape, brands are struggling to unlock the true potential of their customer data due to the siloed nature of traditional data management tools,” said Barry Padgett, CEO of Amperity. “Amperity’s Lakehouse CDP rides the wave of open data sharing, enabling brands to build cross-platform data workflows. Our goal is to ensure high-quality customer data is available across all platforms that use lakehouse architecture without replication. With Amperity, businesses can meet the data demands of Generative AI and personalization at scale with unparalleled data governance.”

 

Why Brands Win with a Lakehouse Approach

Amperity’s Lakehouse CDP accelerates time-to-value by enriching data in a lakehouse. With Amperity, brands can:

 

  • Automate First-Party Identity Resolution. Easily maintain high data quality in your lakehouse. Unify raw customer data and produce a stable, universal identifier with AI-powered ID resolution.
  • Build Data Assets Quickly. Quickly shape data for activation. Leverage pre-built industry and use case data assets that can be easily shared with and enriched in a lakehouse.
  • Sync Enriched Data to Any Tool. Easily access and activate high-quality data from a lakehouse with Amperity’s marketer-friendly tool that’s more secure than reverse ETL.
  • Keep Data Secure and Flowing. Improve data governance by securely sharing data without replication, tracking every transformation and automating consent management workflows.

 

“The future of customer data management lies in enriching and activating data from a shared lakehouse catalog. This approach enables businesses to securely manage customer data in their preferred platforms and tools without the need for costly and time-consuming data migrations,” said Gerry Murray, research director at IDC. “The result accelerates and expands the use case roadmap, enhances data-driven decision-making and improves downstream application optimization.”

To learn more about Amperity Bridge, check out the demo here.

 

About Amperity

Amperity, the first Lakehouse CDP, delivers the data confidence brands need to unlock growth by truly knowing their customers. With Amperity, brands can build a first-party data foundation to fuel customer acquisition and retention, personalize experiences that build loyalty, and manage privacy compliance. Using patented AI and ML methods, Amperity stitches together all customer interactions to build a unified view that seamlessly connects to marketing and technology tools. More than 400 brands worldwide rely on Amperity to turn data into business value, including Alaska Airlines, DICK’S Sporting Goods, Endeavour Drinks, Planet Fitness, Seattle Sounders FC, Under Armour and Wyndham Hotels & Resorts. For more information, visit amperity.com or follow us on Linkedin, X, Facebook and Instagram.

The Data City targets global growth

The Data City has marked its sixth year of consecutive growth with significant progress against its mission to build a new global industrial classification system.

The company has seen turnover rise 63% to £1.25m in the financial year 23/24 and grown its team to 20.

The Data City has made significant updates to its data platform, with insight now available on female founders, the addition of GVA, company births and deaths, ESG statements, job postings over time, and growth filters.

The Data City has completed large projects, which included helping the Department for Science, Innovation and Technology (DSIT) map innovation clusters across the country to support investment and target growth.

Commenting on the growth, Alex Craven, CEO of The Data City, said: “The Data City continues to go from strength to strength with profitable growth as we expand the platform and target new markets worldwide.

“From founding the company in 2017, The Data City has been on a mission to create a new industrial classification system as an alternative to SIC codes. Our Real-Time Industry Classifications are relevant to the modern economy and dynamic to reflect the rapid technology-driven changes we’re seeing.”

Scale-up technology company, The Data City argues vague SIC codes can lead to a poor understanding of companies and the broader economy. For example, the SIC code 82990 ‘Other business support services’ includes Amazon UK, Sony Interactive Entertainment Network Europe, Santander, Google and Facebook. It is a global problem that has seen a wide range of government, banking and insurance customers use The Data City to help better understand the economy, markets and companies.

The Data City team has also recently worked with the Energy and Climate Intelligence Unit (ECIU) and CBI Economics to map the UK’s net zero economy and uncovered the gender investment gap in partnership with Panintelligence.

 

Craven concluded: “Our plans for the next year are to maintain this pace of growth, expanding the coverage of our global product to eventually include every company in the world. We will continue to scale the team with talented data professionals who want to work in a dynamic environment with other talented people, working on interesting products that make a real difference to society.”

In September, a new six-figure funding round accelerated the global roll-out of The Data City’s AI-driven data platform to over 120 million companies across Europe, the Nordics and the US. The funding came from existing backers, Yorkshire-based venture capitalist firm, Venturian. It values The Data City at £10m.

New report exposes the Grocery industry’s personalisation paradox: Anticipation vs. implementation

In an era where consumers expect personalised digital shopping experiences, a report launched from Dynamic Yield, by Mastercard, sheds light on the evolving landscape of grocery retailing.

Titled “The State of Personalisation Maturity/CPG” the report unveils critical insights derived from a comprehensive survey conducted across 12 countries and four global regions with responses from personalisation stakeholders in the c-suite and senior and middle management, covering marketing, business development, and growth functions.

The research reflects the growing anticipation within the grocery industry as 76.5% of customers express frustration when deprived of tailored digital shopping experiences. Moreover, with industry analysts forecasting a doubling of grocery eCommerce penetration from 11% to 23% in the next five years, brands are increasingly turning to personalisation to meet consumer demands, boost margins, elevate basket sizes, and foster customer loyalty.

However, amidst this optimism, the report exposes a disparity between recognition and action in implementing robust personalisation strategies. Despite acknowledging its potential, grocery and CPG (Consumer Packaged Goods) brands struggle to make necessary investments in cultural shifts and evolved mindsets necessary for successful execution.

 

Key findings from the report include:

  • Recognition of the potential of personalisation programs, yet inadequate investments in cultural evolution and mindset shifts.
  • Diverse expertise incorporation but a lack of dedicated primary business resources hindering synchronisation in executing personalised strategies.
  • Challenges in implementing a scalable personalisation framework due to limitations in comprehensive testing and inadequate communication of testing outcomes.
  • Reliance on anecdotal decision-making hampering the development of a clear audience strategy for a competitive edge.

 

The report categorises companies into four maturity levels—Absent, Basic, Advanced, and Pioneer—based on signals such as culture, resources, processes, and effectiveness. It emphasises the criticality of a unified approach encompassing quantifiable business goals, talent allocation, streamlined processes, and data-driven strategies for optimal personalisation maturity.

Further analysis unveils insights specific to each signal:

 

Signal 1: Culture

  • Brands struggle to bridge the gap between recognising the value of personalisation and effectively implementing it. 80% view personalisation as a priority, yet significant portions have yet to allocate necessary resources. 
  • Two thirds of companies plan to invest further in this field, however previous approaches need to evolve in order to drive tangible testing and personalisation efforts.

 

Signal 2: Resources

  • Lack of dedicated business operators hampers strategic cross-departmental deployment, impeding the scaling of personalisation teams across business units. However 88% of surveyed businesses have built cross functional teams, so now is the time to scale these up!

 

Signal 3: Processes

  • Organisational approaches hinder a scalable framework, with limitations in comprehensive testing and the age-old issue of data utilisation posing challenges in optimising strategies. According to the report although 86% use different data sources to fuel personalisation strategy, 52% have identified sources but have yet to fully action them. 

 

Signal 4: Effectiveness

  • Brands often implement projects without a clear strategic direction, favouring short-term wins over long-term effectiveness (59% of respondents said they set campaign specific KPIs without informing the long term strategy).
  • Despite recognising the importance of audience strategies, alignment with broader business strategies remains a challenge for many, with a fifth (21%) failing to align personalisation strategies with the overall business strategy. 

To learn more visit https://www.dynamicyield.com/personalization-maturity/grocery/

Recruitment, skills and labour pressures felt by Welsh businesses in Q1

Businesses in Wales are continuing to face challenges regarding recruitment, the ongoing skills shortage and labour costs, according to Chambers Wales South East, South West and Mid’s latest Quarterly Economic Survey.

In the survey for Q1 of 2024, 46% of businesses in Wales reported that they had attempted to recruit staff, predominantly for full-time and permanent roles. 69% of those who attempted to recruit experienced difficulties in finding suitable staff, a 5% increase compared to the previous quarter, with businesses citing finding candidates with the correct skill sets and qualifications as barriers to recruitment and meeting salary expectations as a challenge for retention.

Salaries and other labour costs were also stated as a key business pressure, with 75% of businesses in Wales feeling under pressure to raise their prices because of these costs. This is also reflected in the national picture with the British Chambers of Commerce reporting that 68% of UK businesses cited labour and staffing costs as their main cost pressure.

However, despite these challenges, there is optimism. 46% of Welsh businesses believe that turnover and profitability will improve over the next 12 months.

Paul Butterworth, CEO of Chambers Wales South East, South West and Mid, said: “The results are a timely reminder of the ongoing challenges businesses in Wales face, particularly around ongoing issues such as recruitment, skills development and employee retention.

“While the economy is caught in a low-to-no growth cycle and managing the effects of interest rates and inflation, businesses have been hesitant to invest in training and skills. With consistent and lower inflation, we hope that the Bank of England will lower interest rates to stimulate investment into skills and the seeds of economic growth.

“In the new first minister’s leadership manifesto, he included pledges to provide flexible and timely reskilling opportunities, a much-needed reinvestment in apprenticeships and developing regional sectoral skill centres for excellence. It is our ask that he starts to deliver on his pledges to rekindle Wales’ productivity levels, a skilled Welsh workforce and business support for economic growth.”

The latest edition of the Quarterly Economic Survey also included questions specific to changes happening in Wales such as the election of the new first minister and the new workplace recycling law.

94% of businesses in Wales had heard about the workplace recycling law which came into effect from 6 April, with 71% aware of the changes and how it affected their business.

Over a quarter (26%) of Welsh businesses were aware of the recycling changes but were unaware of how it affected their organisation and only 3% were unaware of the changes or how it affected their business. These businesses suggested that clarity, simple guidelines and research would help them comply with the new law.

Virgin Media O2 Business partners with the Office for National Statistics to support the UK Government with mobility insights

London, 3 April 2024:  Virgin Media O2 Business has been selected by the Office for National Statistics (ONS) as a strategic partner to provide mobility data.  The anonymised data will be used to support UK Government work at national and local levels, providing insights that reveal population dynamics, travel patterns, and other movement trends.

From today, mobile network insights from Virgin Media O2 Business’ anonymised and aggregated data service, O2 Motion, will be available on the Integrated Data Service (IDS). The IDS is a cloud-based cross-government data sharing service delivered by ONS, to enable faster and more efficient decision-making across key policy areas.

The IDS is the first data sharing platform of its kind, acting as a collaborative service that enables co-ordinated data analysis to better inform policy decisions made at local and national levels.  Accredited researchers can access O2 mobility findings on the IDS, eliminating the need for additional data agreements and providing a more cost-effective solution for government users.  Integration of O2 Motion mobility insights into the IDS will allow users to harness the power of data to address complex societal challenges facing public health, regional growth, climate change, jobs and skills.

Beyond the IDS platform, O2 Motion data will also be integrated with ONS surveys and administrative data sources to create a series of future publications covering topics like small area population estimates. These will be accessible on the ONS website as part of a regular release, which will be publicly available. With access to topical publications and weekly movement data updates, the IDS will empower policymakers, researchers, and the public to make informed decisions that drive positive outcomes across various domains, contributing to a smarter, more connected future for the UK.

Currently operating in public beta, the IDS platform and data releases will scale at pace over the coming months with a planned pipeline of additional and transformational capability, data, projects and users onboarded. The O2 Motion data is already available on the platform and will be updated on a weekly basis to enable real time analysis. To find out more or request access, visit the IDS website: https://integrateddataservice.gov.uk/.

Geoff Wappett, Head of AI and Data Insights at Virgin Media O2 Business, said: “We are proud to extend our partnership with the Office for National Statistics (ONS) and to integrate our aggregated and anonymised O2 Motion data into their Integrated Data Service (IDS).  Generated from billions of daily network events, our mobile data will provide governmental organisations and officials with reliable information to inform their work addressing major societal challenges at pace. Beyond numbers, the IDS platform and our wider work with ONS will ensure quality insights are easily accessible to support data-driven decision making.”

How data sharing is transforming the way that local councils work

Bournemouth Christchurch and Poole Council (BCP) and Kent County Council are showcasing how data sharing between platforms can be used to improve time consuming processes within local government and improve efficiency.  Both councils are using Buchanan Computing’s ParkMap platform, to automate other time intensive data collation processes including land search information and streetwork data. The ParkMap platform currently provides over 90 local authorities with an accessible map-based inventory of parking and moving traffic regulations.

BCP has recently started using data sharing to access search information about new permanent traffic schemes so that its land search team can quickly answer property search queries.  Buchanan Computing worked with BCP to automate and incorporate the data it needed into their existing ParkMap system which was already being used for traffic order planning in the region.  By automating the extra data provision they needed, it meant that the team saved huge amounts of time that would have been spent in manually exporting that data and incorporating it into their existing platform.

Rob Walter from BCP Council says:

“BCP Council has been working with Buchanan Computing to explore data migration of proposed traffic orders, once advertised, to our Land Charges team. They were keen to help us improve our service by automatically integrating the data so it is always readily available for land search enquiries.

“Having previously had to input information into Parkmap as we prepared proposals for consultation and then do a similar process again for a land charges system, the process is now seamless.

“We now handle this data once, and not only does it save time, but it is also accurate and always up to date.  We are excited to continue working closely with Buchanan Computing to explore further innovations and improvements.”

In the same vein, Kent County Council wanted to be able to view ongoing roadworks in the region on their existing mapping system run by one.network.  They asked if the streetwork information they needed, could be integrated into one.network’s platform so that they had all that they needed in one place.  Buchanan worked with one.network to enable the data required to be shared to their mapping system, allowing Kent County Council to have a clearer overview of all the information they needed.  The new data brings in a view of the one.network road network data alongside a direct data feed of the streetwork system, allowing for better planning of roadworks.

Kent County Council, Buchanan and asset management company Brightly are also working together on a data sharing project involving integration of speed limits into maps across Kent.  The Council is currently using Brightly to map assets like street furniture, street lights etc across the area and the Council wanted that map to also carry information about speed limits to help with planning of new road layouts and needs for future road assets.  Buchanan worked with Brightly providing speed limit information which was then integrated with Brightly’s own mapping system.  The collaboration also allowed Buchanan’s ParkMap system a view of speed limits across Kent which could then be integrated with other datasets including Traffic Order information.

Robin Chantrill-Smith, Senior Parking and Traffic Regulation Officer at Kent County Council says:

“Being able to view ongoing road works from the one.network platform within ParkMap has helped officers at Kent County Council to plan when new Traffic Orders are made so that the restrictions can be installed without delay.  Being able to also share the parking restrictions from ParkMap with one.network gives officers drafting temporary orders within KCC up to date information on the restrictions that are currently in place on the network which is also really helpful.”

Alex Smith from Buchanan Computing says:

“These examples show how data sharing can transform time consuming manual tasks within local government.  Now the principle has been established, this process could be used to automate all sorts of data alongside traffic order information, including information on where Parking Apps operate across a region,  information on where electronic charging points are located as well as GIS mapping layers used by local authorities.  Both these integrations show how you can use data to make the traffic network better informed and how you can share data with other systems to create efficiencies.”

Study Reveals: Only 4% of Private Equity Execs Lead the Data Revolution.

Smart AI platform Planr.com highlights a profound gap in an industry that thrives on data-driven insights for value creation. The study paints a clear picture of a significant, yet largely unaddressed, problem: the underutilisation of advanced data analytics in private equity.

The study, which canvassed opinions from over 150 leaders and business heads from private capital firms across the UK and USA, depicts an industry hesitant to embrace the digital revolution.

The findings paint a clear chasm as 73.96% are willing to adopt AI tools to enhance data-driven value creation yet only 4% of PE executives believe their firms are highly effective in employing data analytics.

This chasm between desire and adoption demonstrates a very clear risk to slow-moving firms as data analytics and AI emerges not merely as a tool, but as a potential game-changer for firms seeking a competitive edge.

The distrust in data analytics is a well-understood industry struggle with 83% of respondents noting difficulties in acquiring consistent data formats and sources, vital for deriving significant insights whilst 85% observed that manual and laborious data analysis processes impede efficient data utilisation. 

Such bottlenecks decelerate decision-making and hinder capitalising on real-time market shifts and prospects. 

47% of executives surveyed highlighted a disconnection between the insights gleaned from data and their firms’ overarching strategic objectives. 

Historically, this mismatch would lead to missed opportunities, as properly integrated data analytics can considerably influence strategic decisions, risk management, and operational efficiency.

Yet, the report isn’t entirely pessimistic. It illuminates a prospective path to solve data problems that executives have never truly been able to resolve. 

We can quickly analyse large, complex data sets to produce insights aligned with strategic aims by utilising AI-enabled data analytics platforms.

In an industry where slight advantages can lead to substantial returns, the significance of data is paramount, by utilising AI-enabled data analytics platforms, we can now very quickly transform the landscape of data analytics in private equity by tackling the industry’s most pressing data challenges:

Inconsistencies in Data Formats and Sources (83% of respondents): AI’s machine learning algorithms standardise varied data formats automatically, creating a unified dataset from diverse sources. This capability ensures data consistency and reliability, streamlining the decision-making process.

Manual and Time-Consuming Data Analysis Processes (85% of respondents): AI-driven tools automate the analysis, rapidly sifting through large data volumes to highlight key insights. Such automation speeds up decision-making and allows analysts to concentrate on strategic considerations that demand a deeper understanding.

Disconnection Between Data Insights and Strategic Objectives (Nearly 47% of executives): Tailored AI systems ensure analyses perfectly align with a firm’s strategic goals. The insights provided are actionable and strategically relevant by training AI on specific business outcomes and priorities, aiding in informed decision-making.

Missed Opportunities Due to Mismatch in Data Analytics Integration: AI platforms seamlessly integrate with existing business systems, embedding data analytics into a comprehensive business intelligence strategy. This integration ensures that insights directly apply to strategic actions, enhancing risk management and enabling firms to adapt rapidly to market dynamics.

This embrace of a data revolution necessitates a cultural shift within firms. It involves transitioning from perceiving data as a mere by-product of business operations to regarding it as a core asset. 

The crux lies in recognising the value of data as a strategic resource and embedding it into every aspect of decision-making processes, the question lingers: will more firms join this revolution and harness the full power of data analytics, or will they remain spectators, observing a select few redefine the game’s rules?

Unlocking the Future of Customer Data: Global Brands Share Their Thoughts

Leading brands share their vision for the evolving landscape of customer data, its transformation and its impact on businesses.

 

Written by Matthew Biboud Lubeck, Vice President EMEA, Amperity

The world of customer data is rapidly changing, and companies are responding with diverse strategies to stay ahead in this dynamic environment. At Amperity’s recent Amplify summit, industry leaders and professionals from iconic global brands like Deloitte, Patagonia, Taco Bell and more converged to explore the evolving landscape of data-driven marketing and the profound impact of first-party data.

Under the overarching theme of “Together We’re Electric,” the event explored critical facets of using customer data for strategic advantage, with a focus on the future of paid media, best practices for Customer Data Platforms (CDPs)  and the transformative power of establishing a unified data foundation with Amperity.

Let’s dive in.

 

The Right Tools for a Shifting Landscape

Amperity CEO Barry Padgett kicked off the event with an analogy: a CDP is like an electrical outlet, with all the circuitry behind the wall making it work and the appliances that get plugged in making things happen. The data foundation is behind the wall, and all the marketing and analytics tools get power from the foundation.

He emphasised the importance of both halves of the customer data equation — what goes on behind the outlet and what gets plugged in — working in harmony to create a seamless flow, from data intake and unification to insights and activation to revenue.

“Customer data should always be two things: reliable and repeatable. Results are only as good as the data you feed it. We must get the data right,” he says. This collaborative approach is even more important at a time of heightened external pressures like regulatory compliance, technical evolution and the demands of knowledgeable and savvy customers.

Next was the keynote unveiling of Amperity for Paid Media, a new solution addressing the challenges to the traditional methods of digital advertising due to the continuing deprecation of third-party data and evolving content and privacy regulations. Amperity CTO and Co-Founder Derek Slager laid out a customer data strategy focused on using unified first-party data to power paid media and be much more effective than a third-party-forward approach.

This isn’t a future state: Amperity is already sending more than 12 billion profiles a day to the majority of top media partners, and brands adopting a first-party data strategy have seen great results, including match rates as high as 85 per cent on key channels, improved return on ad spend (ROAS) by up to 5x, and up to 90 per cent faster activation time for new campaigns. The keynote summed it up as “better data, better results.”

 

First-Party Paid Media Strategy in Action

Several sessions unpacked the future of paid media, making it clear that this moment in digital advertising is both evolutionary and revolutionary. Things are changing, and they’re not going back.

With third-party-reliant systems growing obsolete, it becomes critical to base your approach on first-party data to navigate the changing ecosystem. We heard from Wyndham Hotels & Resorts, Citizen Watch, and Taco Bell about how they’re working with Amperity to unify and use their owned data for advertising, seeing tremendous results.

They shared their experiences with change management when transitioning to a unified customer profile approach. They also discussed how adapting their paid media strategy pushed them to think about other ways to use customer data in different settings, emphasising the critical role of a unified customer foundation in making any of it possible.

 

Mike Shiwdin, VP, Digital Optimisation, MarTech, Guest Intelligence and Engagement Strategy at Wyndham Hotels and Resorts, shares, “Anticipating your guests’ needs and acting on them is the core of hospitality. First-party data really allows us to truly understand who those customers are and what they want and need across our 20-plus brands globally. So that was really where we first started: How do we better understand who is a budget hotel customer, who is in a registry collection, who’s spending $700 a night at an all-inclusive resort?

“From a paid media perspective, we started with suppression. Without first-party data, we had a one-size-fits-all approach. So that was the clear proof of concept to drive value internally to build momentum in the investment. Now as we’re three years into it, we’re starting to build a robust retargeting effort. And we’re seeing material results. We’re starting to get more of a sense of how we expand out across paid media,” he continues.

“Once we saw the value of paid media at Wyndham, we slowly started to mature into the realisation of how first-party data isn’t just about the next transaction. And we started to see the real value of first-party data and a CDP with Amperity. The next transaction — the value of that is just incremental touchpoints to build a stronger relationship with your guests.”

CDP Best Practices: Scoping, ROI and Use Cases

During the summit, we also dug into the different aspects of using a CDP, including hearing from SPARC Group about building a multi-brand strategy with a unified data foundation and exploring the three pillars of ROI strategy at Vail Resorts.

We had the privilege of learning about how CPG company Reckitt makes a CDP work at a global scale. Bastian Parizot, Global Head of Tech and Digital at Reckitt emphasises, “First-party strategy for us is about how we take control of that ‘seed’ that helps us do better at media targeting, to be more relevant in advertising and start building a direct relationship.”

 

Sessions with Vince and Citizen Watch walked through a variety of specific use cases for marketing and analytics, with a focus on tying together the customer experience across all touchpoints. For example, Rob Harvath, VP Consumer Insights and Data Management at Citizen Watch, says, “The power of a CDP like Amperity is that it has made my life a whole lot easier, but it’s also made us a whole lot smarter about who our customers are.

“Amperity has helped me tell the company and our sales team who our customers are, all the way down to the individual model of watch they bought. So when you take into account all of our brands, all of the collections within those brands, all the way down to the individual model, guess what? Our data now is structured where I can answer the question, who’s the customer for this particular watch with these attributes.”

 

We also heard from Taco Bell collaborating with AWS on how it went from having no customer data to operating seamlessly between digital and in-person channels, using data to understand customer preferences and creating the kind of personal experiences that build loyalty. Dane Mathews, Chief Digital Officer at Taco Bell, emphasises, “Loyalty is transforming customer expectations, retail experiences and the QSR business model.”

From Unified Data to The Downfall of DMPs

The speakers emphasised that the success of their marketing strategies hinges on having a unified data foundation as the bedrock. They shared their experience of how important it is to be able to feed accurate data to a whole range of tools for various use cases like omnichannel, multi-databases and real-time profile API.

On the culture and change management side, speakers agreed that each organisation’s initial use cases and CDP rollout plan should be tailored to their specific needs. But regardless of what they’re trying, they need to be able to see ROI quickly.

There was also a session from David Chan, Managing Director at Deloitte Digital discussing the future of customer data. He explained why brands need to make the move from Data Management Platforms (DMP), which were previously popular but dependent on third-party data and thus increasingly less viable. He recommended that brands move to a CDP, which maximises first-party data, and explained how clean-room technology is vital to making that move happen.

 

Strategies and Tactics Reshaping Customer Engagement

Some of the sessions asked, what does it take to put together a data foundation that can turn customer data into business value? Patagonia Manager, Customer Insights and Analytics, Dan Sundaram, shares, “[With Amperity] we can illuminate touchpoints across the brand that we’ve never been able to see or understand. And that lets us talk to people in a much more relevant, less intrusive way, which in a world of personalisation is the key to valuable customer relationships.”

Databricks also joined Amperity on the stage to discuss the concept of a ‘composable’ CDP, which involves solving CDP-related challenges using individual point solutions, also known as a modern data stack. One of the takeaways was that the point solutions within a composable CDP do not create unified customer profiles — which is itself a highly specialised technical problem that needs to be solved to make the other points work more effectively. (And, incidentally, is the problem Amperity was built to solve.)

 

The Future of Data-Driven Marketing is ‘Electric’

We’re on the cusp of a remarkable transformation in the realm of customer data. The Amplify Summit offered a glimpse into the future where the power of unified, reliable data is harnessed to drive unprecedented levels of innovation, engagement and growth. The future of data-driven marketing is here — and the possibilities are “electrifying”.

 

 

About the author

Matthew Biboud Lubeck, Vice President EMEA, Amperity

Matthew is the vice president of EMEA where he is responsible for the commercial expansion of Amperity, a leading customer data platform trusted by brands like Reckitt, Under Armour and Wyndham Hotels & Resorts. Lubeck joined Amperity in 2017 to help launch the company and has served in a number of key roles building sales, customer success, and marketing functions. Matthew established Amperity’s LGBTQ employee resource group (ERG) and is a trusted advisor and customer-centricity change agent to the C-suite across leading consumer brands.

Prior to Amperity, Lubeck spent 10 years with global beauty conglomerates Estee Lauder Group and L’Oréal as Group Head of Customer Data Strategy and Analytics, leading 30 brands across luxury, mass and salon professional divisions to better use data & unlock incredible beauty experiences, establishing L’Oreal as an industry leader. He resides in London with his husband and four-year-old daughter.

 

About Amperity

Amperity delivers the data confidence brands need to unlock growth by truly knowing their customers. With Amperity, brands can build a first-party data foundation to fuel customer acquisition and retention, personalise experiences that build loyalty, and manage privacy compliance. Using patented AI and ML methods, Amperity stitches together all customer interactions to build a unified view that seamlessly connects to marketing and technology tools. More than 400 brands worldwide rely on Amperity to turn data into business value, including Alaska Airlines, DICK’S Sporting Goods, Endeavour Drinks, Planet Fitness, Seattle Sounders FC, Under Armour and Wyndham Hotels & Resorts. For more information, visit amperity.com or follow us on Linkedin, Twitter, Facebook and Instagram.

 

Navigating 2024: KEY Marketing Trends Set to Reshape the Landscape

Written by Matthew Biboud Lubeck, Vice President EMEA, Amperity

Research demonstrates that only 3 per cent of consumers feel in control of their data online. Yet trust is crucial to driving customer loyalty and growth. In fact, 43 per cent of people say they’d switch from their preferred brand to a second-choice brand if the latter provided a good privacy experience.

From the strategic adoption of zero-copy data practices to the intersection of customer experience aspirations with data management realities and the ever-evolving landscape of AI ethics and regulations, the year ahead promises to reshape how we approach these critical facets. Let’s dive into the practical implications and emerging trends that will redefine marketing strategies, offering valuable insights into the challenges and opportunities that lie ahead.

 

1. Zero Copy Data: Data Should Live in Fewer Places

The paid media and advertising landscape is poised for a transformative shift, driven by a recognition of the limitations in current practices. A key trend emerging in the coming year is the adoption of a zero-copy data philosophy. This approach signifies a strategic move towards centralising customer information and minimising data duplication across platforms.

Marketers will strategically embrace data minimisation in response to challenges posed by privacy regulations and consumer dissatisfaction with intrusive tracking. The industry will shift away from scattered and duplicated data sources, opting for a zero-copy data philosophy that prioritises efficient and non-redundant data access.

This transformation will extend to a comprehensive revamping of the data ecosystem, with a focus on aligning practices with the zero-copy data philosophy. Advertisers and data management platforms will reassess bidding language and communication protocols to ensure privacy and prevent data leakage.

Identity resolution will become a central focus, with advertisers seeking accurate and comprehensive first-party data to build unified customer profiles. This shift aims to address challenges arising from data deprecation and ensure a more reliable and consistent approach to customer identity.

In adopting these strategies, businesses can anticipate improved conversion rates, increased return on ad spend and reduced timelines, costs and risks associated with data management. Next year ushers in a paradigm shift towards zero-copy data practices, where businesses prioritise streamlined, non-redundant data access to enhance customer experiences and align with evolving regulatory and consumer expectations.

 

2. The Reality of the Personalisation Dream

In the coming year, we anticipate a growing realisation among brands that the aspiration for a seamless and personalised customer experience must be closely tied to effective data management and identity capabilities. While many brands may continue to showcase their “personality dream” through impressive customer journeys, we predict an increasing awareness that the actualisation of this dream hinges on addressing underlying data challenges.

Organisations will recognise the imperative to break down silos that separate data management, identity verification and customer experience teams. They will actively work towards integrating these components, acknowledging that a cohesive approach is vital for delivering the level of personalisation and efficiency customers expect. As a result, brands will invest more in modernising their data infrastructure, linking systems and training teams to utilise data accurately.

The shift will be from presenting an idealised version of customer journeys to actively resolving the practical challenges in data management and identity verification that often impede the achievement of a truly seamless customer experience. The coming year requires a transformation in mindset, recognising that the success of the “personality dream” is contingent upon addressing the intricacies of data, identity and customer interactions in a more integrated and strategic manner.

 

3. Embrace the AI Advantage (but don’t completely let go of the steering wheel)

In 2024, marketers must push the boundaries of AI adoption to improve the customer experience – scaling hyper-personalisation by integrating AI across ecosystems. Yet, many marketers continue to face a fundamental problem: How do they deliver a personalised experience to millions of customers?  And how do we explain the role of AI to consumers so transparency is maintained, especially in the context of the new European Artificial Intelligence Act (if you follow me on LinkedIn, you’ll know I VERY much support any legislation that improves digital accountability and ethical behaviours)?
AI will play a significant role in enabling hyper-personalisation by leveraging data analysis, predictive algorithms and machine learning to tailor experiences, offers and messaging to individual preferences and behaviours with efficiency and speed.

However, marketers need to know what questions to ask to reap the full benefits of AI. Therefore, “prompt engineering” will become a critical skill. This refers to deliberately crafting prompts or input queries to elicit specific responses or behaviours from AI models. Marketers should understand the capabilities and limitations of the AI model, and then tailor prompts to achieve their desired outcomes.

Of course, this can only be done effectively with accurate data. If the data feeding the AI is dirty or incomplete, marketers run the risk of receiving inaccurate insights that can impact their strategies and outcomes. By using AI’s predictive capabilities fed with accurate data, marketers can improve the customer experience and help brands collect and retain customers.

 

In this new landscape, marketers must also evolve their roles to become AI governors. This will allow them to become creative about applying AI throughout the marketing process while retaining checks and balances to remain accountable for AI-powered experiences. If done correctly, AI can help add significant speed, ease and improved performance across campaign and audience strategies. I predict we will increasingly lighten human intervention across more of these workflows, but not in the first few years of experimentation.

 

ABOUT THE AUTHOR

Matthew Biboud Lubeck, Vice President EMEA, Amperity

Matthew is the vice president of EMEA where he is responsible for the commercial expansion of Amperity, a leading customer data platform trusted by brands like Reckitt, Under Armour and Wyndham Hotels & Resorts. Lubeck joined Amperity in 2017 to help launch the company and has served in a number of key roles building sales, customer success, and marketing functions. Matthew established Amperity’s LGBTQ employee resource group (ERG) and is a trusted advisor and customer-centricity change agent to the C-suite across leading consumer brands.

Prior to Amperity, Lubeck spent 10 years with global beauty conglomerates Estee Lauder Group and L’Oréal as Group Head of Customer Data Strategy and Analytics, leading 30 brands across luxury, mass and salon professional divisions to better use data & unlock incredible beauty experiences, establishing L’Oreal as an industry leader. He resides in London with his husband and four-year-old daughter.

 

ABOUT AMPERITY

Amperity delivers the data confidence brands need to unlock growth by truly knowing their customers. With Amperity, brands can build a first-party data foundation to fuel customer acquisition and retention, personalise experiences that build loyalty, and manage privacy compliance. Using patented AI and ML methods, Amperity stitches together all customer interactions to build a unified view that seamlessly connects to marketing and technology tools. More than 400 brands worldwide rely on Amperity to turn data into business value, including Alaska Airlines, DICK’S Sporting Goods, Endeavour Drinks, Planet Fitness, Seattle Sounders FC, Under Armour and Wyndham Hotels & Resorts.