iQuanti is a data-driven performance marketing firm that differentiates itself by using cutting edge analytics, a robust proprietary tool set, and a strong record of delivering results. They drive growth in traffic, conversions and revenue for some of the world’s largest brands including Chase Bank, BBVA and LG.
In our latest episode of Velocitize Talks, we sit down with Brent Trimble, Senior Vice President of iQuanti, to talk about consumer privacy, personalization, and staying ahead of the advertising curve.
“It’s interesting how the acknowledgment of data now permeates into pop culture and the lexicon…People understand that data now is being gathered about them. It’s up to us to mine that and make it more meaningful to marketers without being intrusive to clients.”
Returning to the Roots of Advertising (3:16)
“It’s very easy for a firm to adopt what we call shallow metrics that are important but don’t always tell the full story. It’s things like clicks and views and impressions. That’s really the industry struggling to reconcile the emergence of digital with more old-school data.”
At the outset of the modern advertising industry, empirical research guided the direction of agencies. Between then and the rise of the Internet, however, data-driven decisions took a back seat to the allure and success of transactional marketing. Now, as the marketing landscape shifts yet again, companies have returned to data to understand how to market smarter. Today the question is, what metrics really deserve consideration?
The Responsibility of Data (5:38)
“If data is used in a responsible way there can be a really safe, trustworthy transaction between a brand and an individual as long as the use of that data and that transaction has value to the customer.”
The importance of privacy can not be underscored enough. In today’s digital ecosystem, marketers juggle a difficult role; they need consumers’ personal data to market better, but they must also consider ethical boundaries surrounding people’s privacy. As personalization rises to the forefront of consumer demands, is there a future where consumers acknowledge this data transaction to create a mutually beneficial relationship for all those involved?
The Three C’s of a Successful Agency (7:08)
“There are firms that are really wed to that client as a partner in that entire customer journey and those are the ones that are thriving in this kind of new era.”
According to Trimble, thriving marketing agencies encompass the three C’s: Case Study, (being) Consequential and Chemistry. Each plays an important and unique role in the success of a firm. Which C’s could you incorporate into your marketing strategy?
Future Trends to Watch (9:59)
“If technology comes into the equation that begins to have some ubiquity to cut out that middle man, that could be very consequential.”
Trimble sees the future of advertising in two lights—long term and near term. In the long term, thinking about what might change the entire advertising ecosystem is key, while in the near term, it’s all about figuring out how to leverage technology available now.
To learn more about iQuanti, visit their website here.
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