Postback was a great conference for meeting with friends and discussing the most important issues facing the mobile space. Interestingly enough, the main issues that face the mobile space are the same ones that face marketers across the globe. The two major themes were utilizing big data more effectively and how to better self-regulate consumer data.
Self-regulating consumer data has been a popular topic this year. This is largely due to things like GDPR and the Facebook Cambridge Analytica scandal. These issues enlighten consumers about how their data is used. It’s also a reminder for marketers of their responsibility to use the data appropriately. Conversations at the conference discussed the importance of knowing how your customer’s data is being used ahead of time, as well as sharing that usage with your consumer. Furthermore, if marketers want continued access to customer data, customers need to feel they are getting something valuable in return. Many companies are creating self-regulating best practices to help customers feel comfortable with the use and tracking of their data.
The other theme throughout the conference was how to utilize big data more effectively. Dr. Tricia Wang spoke about “Thick Data” which adds consumer context to the big data. Marketers have to spend time with their customers to understand their behavior to create better recommendations around the big data. These decisions affect everything from developing a cohesive marketing strategy, as well as nurturing new partnerships. Agencies frequently act as the middleman to provide the human touch for big data and help provide context and creative execution. Research shows brands who are utilizing agencies in such a way accomplish huge success and growth.