CDO Matters Podcast

CDO Matters Ep. 64 | Marketing Data Management

6 snips
Nov 27, 2024
Guest
Shubh Sinha
Shubh Sinha, CEO of Integral, brings rich insights into marketing data management. He delves into the complexities of data onboarding and compliance, shedding light on regulations like HIPAA and GDPR. The discussion highlights the importance of harmonizing consumer data while emphasizing the collaboration between data scientists and marketing teams. Shubh also contrasts strategies used by AI-native companies versus traditional firms in leveraging data science, pointing out the critical need for data quality to optimize marketing efforts.
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ANECDOTE

Onboarding Confusion

  • Malcolm Hawker recounts a story about Newstar acquiring a company specializing in onboarding.
  • He questioned the term "onboarding" and its meaning in marketing.
INSIGHT

Onboarding Definition

  • Onboarding in marketing involves activating data for advertising, similar to a physical on-ramp.
  • It's the process of preparing and sending data to a platform for ad delivery.
INSIGHT

Activating Data

  • The term "activate" in marketing means operationalizing data, like using customer data in Adobe for targeted ads.
  • This differs from traditional data usage, highlighting the unique marketing lexicon.
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