Builders Wanted Data Collaboration: Privacy, Clean Rooms, and Interoperability with Dana McGraw, SVP of Data and Measurement Science at Disney Advertising
This episode features an interview with Dana McGraw, Senior Vice President of Data and Measurement Science at Disney Advertising. Dana leads teams responsible for data science, analytics and audience modeling – in addition to attribution, advertiser performance and insights. She leads data science and advanced analytics for advertising sales, covering Disney’s portfolio of linear, streaming, digital, and social properties. Previously, Dana held several positions within Yahoo!’s Media Group, analytics roles at leading interactive agencies, and also coached women’s college basketball for seven years.
In this episode, Kailey sits down with Dana to discuss how data collaboration is evolving, the importance of interoperability, and the ins and outs of Disney’s Audience Graph.
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Key Takeaways:
- Building relationships with consumers isn’t about collecting data just to collect it. You should collect data in a way that creates the best consumer experience and maintains a relationship of trust.
- It’s possible to create interoperability for measurement in ways that are compliant, respectful to the consumer, and achieve the goals you’ve set out to achieve.
- Data science is often thought of as math and engineering, but it’s more of a social science in that it reflects culture and society as a whole.
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“Don't just collect everything you can collect. It doesn't make any sense. Do what you need to do to make the consumer experience the best one possible and to maintain that relationship of trust. That's our guiding light, independent of everything else.” – Dana McGraw
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Episode Timestamps:
*(02:49) - Dana’s career journey
*(07:29) - Trends impacting adtech and consumer experience
*(11:05) - Disney’s data collaboration solutions
*(20:13) - How Disney incorporates modeling and machine learning into their solutions
*(29:04) - How Dana defines “good data”
*(40:31) - Dana’s recommendations for upleveling inclusive marketing strategies
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Links:
Connect with Kailey on LinkedIn
Learn more about Caspian Studios
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