March 6, 2019 - Using data to power identity graphs requires talent and a new way of looking at media planning and activation. But it’s all of little use unless creative and media people at agencies form effective means of collaborating, according to Erin Matts [pictured].
The newly appointed U.S. CEO of Hearts & Science sees progress being made on the collaboration front, some of it client driven, she explains in this interview at this week’s Beet.TV Identity Forum in Manhattan.
Agencies need tech talent that “intellectually understands that there has been a disconnect in the industry in terms of the data that we’ve used from an upper planning perspective and the data that we use from an activation perspective and measurement as well,” says Matts, who joined Hearts & Science last month from Annalect, where she had been North American CEO.
“Unless we’re able to wrap our heads around the identity graph and actually pull that through the entire process to deliver an ideal consumer experience, we’re missing the whole thread and we’re missing the whole buyer.” More...