RampUp! Review: An Adotas Q&A


RampUp Review: An Adotas Q&A with Antonio Tomarchio, founder and CEO of Beintoo and now of Cuebiq. The RampUp! summit brings together leaders in digital marketing to discuss the challenges and solutions facing the industry right now.

Q: You attended and spoke on a panel at LiveRamp’s RampUp conference this year. What were the trends and themes you saw at the conference?

A: One major theme was connectivity. Marketers are looking for more interoperability, rather than being limited to siloed data sources, which will ultimately lead to the ability to build a unified customer view and provide a consistent experience to customers.

Companies should focus on the ultimate goal of allowing brands and marketers to leverage and connect data across all products, thus eliminating siloes. This powerful proposition will allow marketers to better understand consumers’ needs and interests and therefore have smarter and more engaging conversations with them.

Additionally, Innovation has become an increasingly critical ingredient of today’s data-driven environment. In many cases, however it adds work to the marketers’ plate as they need to determine which innovative solutions are truly “smart and helpful” and which ones, despite being innovative, make simple issues harder to solve. Data providers and tech enablers should focus on simplifying marketers’ lives, ultimately helping them get higher ROI and measure results in an effective and reliable way.

Q: Were there any themes or topics that dominated the conversation?

A: One was offline attribution, the ability to understand if a campaign drove consumers to a store, restaurant, or any other desired point of interest. There are two components to attribution, both important and therefore both needed. On one end, it is highly valuable to be able to measure in-store purchases. On the other end, it is equally important to know if consumers went to a certain POI upon being exposed to a campaign, how much time they spent there, how far it was from their home, office, etc. and so on, regardless of purchase metrics.

Usually, attribution reports that track purchases require several weeks upon the end of the campaign to provide results, not allowing for on-the-fly optimization. Brands only find out a campaign’s effectiveness after the fact. On the other end, a number of footfall attribution products allow advertisers to visualize in-store impact in almost real-time, enabling them to adjust and optimize efforts on the fly.

Q: Any others?

A: Another dominant topic was data-driven marketing. Now that data-driven marketing is reshaping the landscape, the industry is focusing on what makes data truly an asset. When it comes to ad campaigns, data-driven marketing can provide the ability to leverage the right combination of online and offline data to send consumers the right message at the right time. It can all lead to personalizing the in-store experience.

Q: Were there any panels or presentations that peaked your interest?

A: I found “Data as an Asset” to be an interesting one. [Adotas Note: It discussed emerging trends across offline and online data with speakers Mike Driscoll, David Dowhan, Diego Panama, Craig Teich, and Alan Gellman] It had an interesting focus on the different kind of data available and how each can support and solve marketers’ challenges. The panel surfaced some key thoughts and questions that data providers should keep in mind in our competitive and fast-paced landscape.

First and foremost, understand what kind of value each marketer you interface with is trying to generate, as this will drive his/her decision towards which data to use. Then, be clear on the value that your data set brings to the table. Is it helping advertisers’ drive their ROI or is it just driving campaign costs?

Q: Where do you see these trends/themes going in the next year?

A: A strong focus on connectivity and desire to integrate data sources so that marketers can leverage the value that multiple data providers and tech enablers can bring to the table to gain a unified customer view. Since this is the direction that LiveRamp is taking in terms of product roadmap, I am confident that great things will come between now and RampUp 2017.

A recurring buzzword around the innovation theme was “machine learning.” I think we’ll hear more of that this year as well, as marketers are looking at us to make the most of the data points that are being collected, analyze them in “smart” ways, and provide actionable insights.

Q: Speaking of next year, what will RampUp 2017 look like?

A: Certainly, it will be a chance to see how these aforementioned trends evolved. Next year, I expect to see an increase in connectivity of disparate data sources as consumers interact with brands across different touchpoints. I also expect to see an increase in use of cross-device applications. Ultimately though, it’s an ever-evolving industry, and it will be interesting to see where we go in the next 12 months.

About Antonio Tomarchio, founder and CEO of Beintoo and Cuebiq.

Tomarchio is a mobile industry pioneer with a proven track record of identifying emerging technologies to serve the needs of marketers, the media community, and investors. He founded Cuebiq in January 2016. Cuebiq’s intelligence platform provides location analytics and insights into consumers’ offline behavior and purchase intent, by tracking and analyzing with unmatched precision and accuracy time spent by mobile users at points of interest. Cuebiq is able to provide insights about the geo behavior of 60 millions users across US and Europe and more than 900 millions in China and SEA by an exclusive partnership. Cuebiq is fully compliant with all privacy regulations and privacy certified by different third party neutral organizations.

Cuebiq Inc is a spin-off of Beintoo , a successful mobile marketing company with offices in NYC, London, Milan , Rome and Shanghai. Before Beintoo, Antonio was Head of Product and R&D of Dada where he oversaw global strategy and product development for the digital advertising division. Prior to Dada, he co-founded and served as CEO of Adright, a company specialized in the development of innovative technology for performance-based advertising, then acquired by Dada in January 2009. He also co-founded and served as CTO of PreCYdent Inc, a San Diego based Tech Company that created and patented an innovative research algorithm.

Antonio holds an M.S. in Mathematical Engineering from Polytechnic University of Milan and a double degree in Engineering Science from the Ecole Centrale de Paris. Since his college years, he published several studies on performance-based advertising algorithms and network theory.



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