Marketing advantages require data advantages

The Marketing landscape is undergoing a generational reset with data at the very center, defining winners and losers. The magnitude and pace of change is unprecedented. Marketing’s job to efficiently understand and influence consumer behavior was already hard, but now they must also contend with:

  • More walled garden silos to manage

  • Expanding retailer media capabilities

  • Incredible AI potential and even higher expectations

  • Fluid consumer privacy laws and regulations

  • Lost addressable advertising scale and ids 

  • First-party data demands and urgencies

  • Numerous varied clean room implementations

  • Stressed budgets with higher efficacy demands

The best marketers see this as opportunities to capture and not just risks to mitigate. Technology, analytics, and data have never had more potential. Some are leaning in. Most are talking a good game, but know that their rhetoric far exceeds their reality. 

What is holding them up? Their data. The data at the core of this new marketing paradigm is too often not up to the task. Most do not have the data relevancy, granularity, or scale for meaningful cross-channel campaign activation. Fewer have curated and cleaned their data as necessary to confidently automate AI use cases. Others are missing the data linkages required to maximize their first-party data across varied media platforms.

Sound familiar? Let us help. Leverage the experience we gained as executives at industry leaders like Nielsen, Catalina, NCSolutions, and scrappy paradigm-busting start-ups.

How we can help

Advise on critical business strategies, solution designs, vendor choices or company acquisitions

  • Brand designing their own data stack to maximize their 1st party data value, AI effectiveness and actionability in conjunction with retailer media networks and media platforms

  • Advertiser preparing for the loss of cookies and mobile ad ids with contextual targeting, alternative ids and first-party data owner clean rooms

  • Business Development who needs expert unbiased feedback to make confident vendor or partner decisions

  • Publisher looking to maximize and monetize more of its inventory and first-party data despite the loss of third-party cookies and cross-site ids

Inject proven industry leading expertise and innovation into your marketing technology solutions

  • Retailer looking to maximize the monetization of their shopper data and touchpoints without harming the shopping experience, shopper loyalty and profitable sales

  • Product Leader looking to create more relevant and differentiated solutions for the unique needs of the CPG and Retail vertical

  • Agency struggling to effectively integrate and maximize the use of their scattered consumer, retailer and media data

  • Brands looking to optimize marketing costs and capture untapped synergies across expanding retailer merchandising and media tactics.

Accelerate results by bridging unfilled leadership roles or domain knowledge skill gaps

  • Chief Data Officer needing to organize, clean, harmonized and enrich their data to confidently maximize and monetize the power of AI

  • Executive that cannot afford to delay critical initiatives or strategy imperatives despite the loss of a key product or data leader

  • Governance Leader challenged with managing complicated data usage restrictions and fast-evolving privacy laws

  • Board who needs help understanding how the evolving retailer and publisher data sharing and reselling business models impact their company

why harmony marketing?

har-mo-ny

noun

  1. a consistent, orderly, or pleasing arrangement of parts

  2. describes brand marketing interactions that are consistent across media touch points and instinctively relevant to the consumer, moment and media.

  3. characterizes a data architecture that is understood, trusted, consistent, and seemingly effortless to leverage across marketing use cases.