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Data Driven Marketing

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What: Meltwater’s Ana Hoyos, Latcom’s Valentin Bueno, and WeWork’s Ana Cristina Rivadeneyra discussed how they are using data and technology to build market share in Latin America at Portada Miami’s key insights panel: Marketing Tech in Latin America: The Opportunities Ahead.
Why it matters: Excellent data is essential for creating content that connects with consumers in LATAM, and brands shouldn’t shy away from partnering with technology providers to reach their goals in the region, according to speakers at participating in the panel on marketing technology in Latin America.

It’s “harder to get data in Latin America,” and even more difficult to build, according to Latcom CEO Valentin Bueno, a speaker at Portada Miami’s panel Marketing Tech in Latin America: The Opportunities Ahead. “We need to create our own data. The work is to build the data with the client. There is no one size fits all,” he told #portadaMIA attendees.

Using the right technology is also key, according to Ana Hoyos, Director of Meltwater Latin America, and also a speaker on the panel. She told attendees that brands shouldn’t be afraid of finding the right technology partners when marketing in the region.

You really need some sort of tool, and you need to use technology to help you leverage all of the data that is out there.

“There is a lot of data, so using the right technology and not being afraid to partner with the people that can give you the actionable insight,” is very important, Hoyos emphasized.

WeWork entered the region just two years ago, and panel speaker Ana Cristina Rivadeneyra, senior marketing lead at WeWork, said WeWork has developed its own listening tool to better understand WeWork’s customers in the market. The data gathered is used, in part, to determine the architecture and construction of WeWork’s work spaces in the region.

Partnering and Organization

Panel moderator Alejandro Clabiorne CEO of PHD Latam asked the panel participants to discuss their organizational approach to task of leveraging data and technology to reach consumers in the region.

“There are no barriers between tech and marketing,” at WeWork, Rivadeneyra said.

Meltwater places a lot of focus on AI, and works with companies that can help it “integrate data science into our daily operations,” said Hoyos. It’s important to educate customers who use Meltwater’s media monitoring and analysis services about the importance of data measurement and analytics, she said.

“Everyone needs to adapt. Everyone is on the boat,” so we want our clients to know “you don’t want to be left behind,” she told the #PortadaMIA attendees.

Latcom takes a partnership approach with its clients in the region to build data and systems than can guide its customers’ business decisions and planning, according to Bueno.

 

Technology and Data Insights

(L to R) Ana Cristina Rivadeneyra, Ana Hoyos, Valentin Bueno, and Alejandro Clabiorne.

When helping Microsoft launch out-of-home advertising, Latcom relied on technology to understand consumers’ behavior, Bueno said. After reaching a full understanding of the complex ecosystem of devices used by consumers in Latin America, content was tailored to fit those devices—which is often the mobile phone.

“Technology challenges everyone. We chose a complex task: how to use data to reach audiences that are difficult to reach,” Bueno explained.

Meltwater helps its customer Santander, the international banking brand, monitor its reputation in Latin America, said Hoyos.

“We create analytics that give them trends and insight. There is so much data. You really need some sort of tool, and you need to use technology to help you leverage all of the data that is out there,” Hoyos said.

Using the right technology and not being afraid to partner with the people that can give you actionable insight is very important.

“The most important thing for Santander is to understand the perception of its brand using data from traditional news and social channels,” Hoyos explained.

Meltwater uses AI and data science to track three million documents daily and organize the information to make sense out of it.

“What we have done is focus a lot on AI and companies that can help us integrate data science into our operations,” she said.

The Global Review of Data Driven Marketing produced by GDMA and The Winterberry Group sponsored by MediaMath, offers interesting insights into how Latin American marketers are benefiting (or not) of Data Driven Marketing and Advertising.

The just published White Paper includes a survey of  523 Brazilian Marketers made in July and August 2015. 73.3% of the surveyed marketers are extremely confident in prospects for future growth derived by Data-Driven Marketing and Advertising. This ratio is substantially higher than the global ratio. Interestingly, though, less marketers were “extremely confident” in 2015 (41.5% vs. 56.6% in 2014).

73.3% of the surveyed Brazilian marketers are extremely confident in prospects for future growth derived by Data-Driven Marketing and Advertising.

When asked, how has your (or your clients’) spending on data-driven marketing and advertising changed over the past year? How do you expect your (or your clients’) spending on data-driven marketing will change next year? 35.9% of Brazilian marketers predict it will “increase substantially in 2016, while 29.3% predict “an increase.”

The White Paper “Global Review of Data Driven Marketing” also offers other interesting insights on how marketers in Latin America evaluate the challenges and opportunities presented by Data Driven Marketing and Advertising. In addition, to the Brazilian market, detailed surveys of Argentina and Chile are included. Download the White Paper and find out more!