Make data meaningful: Razorfish Germany CEO Sascha Martini

Being able to effectively connect data sources to deliver engaging cross-platform experiences is one of the biggest challenges facing marketers today, according to Razorfish Germany CEO Sascha Martini.

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.

Martin believed that despite the wealth of data innovations on show on the hall floors and conference stages of Dmexo, the biggest challenges for brands was to be able to connect all data sources, from all platforms, to create coherent experiences for consumers.

“We need to make these experiences meaningful for people,” he said. “You need to know the end result you want to achieve with all this data.”

He welcomed the relentless march of programmatic technology as highlighted at Dmexco each year, as an opportunity for the creative industry and the brands his agency works with just the latest tool to help creatives keep innovating.

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