Marketers are in danger of operating in a data vacuum caused by lack of intelligent access to their first party data, according to Nielsen Marketing Cloud EVP Damian Garbaccio.
The Drum is talking to a range of technology and marketing leaders at this year’s digital marketing conference Dmexco to understand the biggest challenges and opportunities faced by brands in the use of data to engage consumers.
Dmexco, Europe’s largest digital marketing show, is an annual bellwether of the latest digital and adtech developments, trends and technologies.
The Drum, in association with Nielsen Marketing Cloud, is talking to a range of thought leaders at this year’s show to discover the latest thinking on how brands can best utilise the plethora of data options available today.
Garbaccio believes that data scarcity is the biggest challenge faced by marketers today, with their customer data often held behind the walled gardens of the tech giants or by retailers.
“There are some big examples of large etailers not sharing data with FMCG brands, meaning the brands cant interact with their own customers directly,” he said.
In the interview, he also discusses the problems caused by relying on point solutions, especially in restricting the ability of brands to measure direct impact.