Builders Wanted Collecting the Right Data to Serve Your Audience and Your Advertisers with Eric Mies, Director of Product, Video Experience, Ads, & Ad Operations at Crunchyroll
This episode features an interview with Eric Mies, Director of Product, Video Experience, Ads and Ad Operations at Crunchyroll, a 360 anime brand. Eric has over a decade of experience specializing in product management and ad operations.
In this episode, Kailey and Eric discuss personalization in the age of GDPR, contextual targeting, and unifying data with the help of humans and machines.
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Key Takeaways:
- Unifying customer data is made a lot easier through the use of humans and machines. Machines can identify content classifications to target ads. While humans can make sure content is tagged correctly to get as many eyes on it as possible.
- With the rise of GDPR, advertisers have to respect the opt-in or opt-out choices made by consumers while still driving high conversions.
- Understanding the wants and needs of your customers and advertisers leads to impactful data insights.
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“It's three things - it's:
- Understanding your users: what they like, who they are, what they're interested in [...]
- Understanding your advertisers and their KPIs [...]
- It's working internally - looking at the data, constantly responding, optimizing, and making sure you're having an impact.” – Eric Mies
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Episode Timestamps:
*(01:44) - Eric’s career journey
*(05:53) - Trends in customer experience in the anime streaming industry
*(11:31) - Challenges in the customer engagement journey
*(13:17) - How Crunchyroll is using humans and machines to build marketing tactics
*(19:41) - How Eric defines “good data”
*(24:02) - An example of another company doing it right with customer experience (hint: it’s YouTube)
*(32:10) - Eric’s recommendations for upleveling your customer engagement
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Links: