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The tech industry is constantly changing, and it’s vital to always stay curious and ask the right questions. But above all, you need to seek out the right partners because you can’t have all the answers.
In this episode of The Marketing Rapport podcast, our host Tim Finnigan welcomes Kelly Barrett, the SVP of Product Management at Comscore, Inc. They talk about the ever-evolving tech space, keeping up with customers, and why measurement is a team sport.
Keep up with your customers
“One of the big things that Comscore brings to our clientele is the ability to understand the consumer at a deeper level. So if you’re trying to acquire new customers or keep your customers or not lose them, your true customers, you’re going to want to understand where they’re trending and where they’re going.”
Privacy is one of the biggest trends in the marketplace
“Looking at sensitive data information around health and race and ethnicity and things like that in data and what can be collected, and if there is no given consent, that’s a no; you just cannot have it. And how does that trickle down? And then how does that actually also juxtapose against wanting to make sure that for measurement, we have the representation that we need so that we’re not underreporting or underserving certain populations? So there’s this balance between the regulatory side and then how that shows up in data and measurement and making sure that it doesn’t impact in a different, negative way. So that’s certainly one of the big trends.”
Data privacy is more vital than ever
“It’s where our two worlds intersect between marketing and product, and we’re working on this whole new persona that we have to deal with with the chief privacy officer, the data science team, who is like, ‘What are you doing with my data behind the scenes? I want to make sure that the privacy differential is appropriately applied, that the compute you’re doing in there doesn’t all of a sudden get below a certain threshold so that all of a sudden you export the data and you’ve got one person.’ […] I’m sensing a lot of our clients are starting to go immediately to, ‘Hey, can we have this conversation with our chief privacy officer?’ The second data is mentioned, whether it’s clean rooms or not, these are the new personas that I think the measurement, and really the data world, is dealing with left and right at greater scrutiny, and it’s less passive.”
[05:54] “The world is moving ahead of us as we’re still solving for the current moment.”
[12:35] “A big skill in this industry to get ahead is to really start to be a student of data, of consumers, and really, of your partnerships.”
[25:02] “It’s a lot of: bring your data, bring my data, do a match, and create a Venn diagram. But now we’re going to have to get more and more sophisticated, and I think that’s a big trend.”