We now have access to more data than ever, but what hasn’t changed is how we teach people to use data.
Imagine being transported back to the Sixties and having to explain to a stereotypical ad agency executive where the battle for eyeballs would be fought and won today. The contrast between the tools in Don Draper’s arsenal and the data-laden, digital-focused tools marketers have available today highlights the profound impact that time and technology have had on our industry.
While personalization appears to be the dominant trend enabled by the digital age, there’s a second axis to modern marketing that gets plenty of press but isn’t as well-understood as we’d hope — the availability and use of data in modern marketers’ worlds. We think the missing piece to this ecosystem is a digital sales platform, where any person is able to serve as a salesperson for brands of their choosing, and businesses of any size have access to high-quality sales talent. By leveraging Drummer networks to populate the platform with vetted, high-quality businesses, we can solve the authenticity gap for consumers, and by offering true “pay as you go” model that provides a conversion guarantee for businesses.
That said, just because you can leverage data doesn’t always mean you should. Most marketers are familiar with the adage of Target discerning a teenager was pregnant before her father did as a cautionary tale about the perils of personalization.
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