By Justin Pearse | Managing Director, The Drum Works

Nielsen Marketing Cloud


Promoted article

This is content produced by a partner of The Drum and promoted by The Drum. To find out more, visit our media solutions page media solutions page

September 14, 2016 | 3 min read

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.


Damian Garbaccio

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.

The latest marketing news and insights straight to your inbox.

Get the best of The Drum by choosing from a series of great email briefings, whether that’s daily news, weekly recaps or deep dives into media or creativity.

Sign up

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.

Digital Transformation

Content created with:

More from Digital Transformation

View all