WEBVTT - Data Back, Insights Forward 0:00:00.080 --> 0:00:03.800 I'm off my game today. No, you're not. People are 0:00:03.800 --> 0:00:05.640 going to have to start making better content. I think 0:00:05.640 --> 0:00:07.160 we're gonna be talking about this for a long time. 0:00:07.240 --> 0:00:10.200 When you program for everyone, you program for no one. 0:00:10.240 --> 0:00:12.319 I think it's that we're purpose driven platform, like we're 0:00:12.320 --> 0:00:15.600 trying to get to substance. How was that? Are you 0:00:15.680 --> 0:00:19.200 happy with that? This is marketing therapy right now? It 0:00:19.480 --> 0:00:29.560 really is? What's up? I'm Laura Coarntia and I'm Alexa Kristen. 0:00:29.600 --> 0:00:34.320 Welcome back to at Landia. So today onto Ganska from Notch. 0:00:34.440 --> 0:00:37.240 She's the co founder and CEO. So she really kicks 0:00:37.280 --> 0:00:41.080 us off into a conversation that we've been having. I think, 0:00:41.200 --> 0:00:43.239 in a lot of ways more implied. And Laura and 0:00:43.240 --> 0:00:45.360 I have been talking a lot about dipping our toe 0:00:45.440 --> 0:00:49.960 into shark infested waters, maybe just jumping into shark infested waters. 0:00:50.000 --> 0:00:52.800 Around the data and analytics topic and what it really 0:00:52.840 --> 0:00:55.160 means for marketers, what it means for media, what it 0:00:55.240 --> 0:00:59.279 means around insights forward and data back. Because we're so 0:00:59.360 --> 0:01:03.639 focused on benchmarks that don't mean anything today, we've created 0:01:03.760 --> 0:01:07.880 kind of these false indicators. Yeah, I think it's interesting, 0:01:07.920 --> 0:01:12.039 you know, as data becomes democratized or commoditized, and everybody 0:01:12.120 --> 0:01:15.039 has the first party set, the third party set, how 0:01:15.080 --> 0:01:19.720 they're translating that into how they're translating that into dashboards 0:01:19.720 --> 0:01:22.080 and insights. And you know, what's the right talent that 0:01:22.120 --> 0:01:24.200 you should have at the table? Are they analysts? Are 0:01:24.240 --> 0:01:28.399 they scientists? Are they engineers? You know, it's interesting. We've 0:01:28.400 --> 0:01:33.560 had everybody from brands to publishers, um to agency executives 0:01:33.600 --> 0:01:37.600 on this show talking about what data means to their business. 0:01:37.600 --> 0:01:39.480 And I think what's interesting and what you were just 0:01:39.520 --> 0:01:42.559 alluding to is that we're an industry that continually looks 0:01:42.600 --> 0:01:47.800 for the standardization why why? And I think what we're 0:01:47.800 --> 0:01:50.120 going to hear from Onda is that there isn't actually 0:01:50.120 --> 0:01:54.320 a one size fits all solution and that the KPI 0:01:54.360 --> 0:01:56.920 s are indicators from the brands that she's working with, 0:01:57.520 --> 0:02:00.920 are very indicative of the fact that maybe there shouldn't 0:02:00.960 --> 0:02:04.720 be And so what works for your business? How do 0:02:04.760 --> 0:02:08.359 you move the bottom line? How do you understand your consumer? 0:02:08.840 --> 0:02:12.480 And should you be looking for the same consumer persona 0:02:12.639 --> 0:02:16.399 profile that your competitor is. She might suggest probably not, 0:02:16.600 --> 0:02:20.359 and she may suggest that your competitor may create this content. 0:02:20.639 --> 0:02:23.840 Actually you should be over here on the complete other side, 0:02:24.120 --> 0:02:27.359 creating another piece of content or whole content program. Yeah. 0:02:27.360 --> 0:02:28.799 And I think as an industry, we we talk a 0:02:28.840 --> 0:02:31.079 lot obviously as data as an output. And I think 0:02:31.080 --> 0:02:34.320 what Ada is going to talk a bit about today 0:02:34.360 --> 0:02:37.920 is where where it becomes an input, right and how 0:02:38.240 --> 0:02:41.360 understanding as she'll call it system one versus system two, 0:02:41.400 --> 0:02:43.760 which is a very articulate way that she'll talk about 0:02:44.280 --> 0:02:48.280 UM emotion versus the analytical side. UM is a really 0:02:48.280 --> 0:02:51.160 interesting filter for I think about how we try to 0:02:51.240 --> 0:02:54.959 jam everything together, but really the importance of allowing them 0:02:55.000 --> 0:02:58.440 to live independently to come to direction or a decision 0:02:58.520 --> 0:03:01.720 in your marketing. So put on your Scoopa suit. We'll 0:03:01.760 --> 0:03:16.239 be back with Onto Gonska from Notch and we're back 0:03:16.240 --> 0:03:22.119 in the studio with the founder and CEO of Notch ANDASA. 0:03:22.400 --> 0:03:25.680 Welcome and thank you so much. Thank you for pronouncing 0:03:25.680 --> 0:03:29.680 my name right. So you're from Transylvania. Yes, I am 0:03:30.080 --> 0:03:33.600 a very lovely place, a lot more, a lot friendlier 0:03:33.600 --> 0:03:35.720 than you would think. Brn and Rays grew up there, 0:03:35.920 --> 0:03:38.640 became very good at math early on, kind of like 0:03:38.680 --> 0:03:41.960 a celebration of all Eastern European stereotypes. I was really 0:03:41.960 --> 0:03:44.480 really good at math and a very good ballroom dancer. 0:03:44.560 --> 0:03:46.360 So from Eastern Europe, right, you're supposed to be a 0:03:46.360 --> 0:03:49.120 ballerina and a computer scientist. So I'm just saying I 0:03:49.200 --> 0:03:51.080 kind of fit into the stereotype. How do you have 0:03:51.120 --> 0:03:54.000 time to do anything else? Well, now I don't dance anymore. 0:03:54.040 --> 0:03:55.920 I just do the nerd stuff. So on to tell 0:03:56.000 --> 0:03:59.600 us about Notch, it's about four years old. Yes, how 0:03:59.600 --> 0:04:01.960 did you get started? What was the farthest through the 0:04:02.000 --> 0:04:05.440 trees that you saw? And how is that company evolved? Yeah, 0:04:05.440 --> 0:04:08.360 so we got started by not being at all focused 0:04:08.400 --> 0:04:12.200 on marketing. I initially was really obsessed with figuring out 0:04:12.240 --> 0:04:14.800 how people felt in real time about something. I was 0:04:14.840 --> 0:04:18.120 trying to figure out what are the kind of big 0:04:18.160 --> 0:04:21.760 missing data sets about humans online? And I realized that 0:04:21.760 --> 0:04:25.159 there wasn't a very good way to collect feedback. UM 0:04:25.200 --> 0:04:27.880 surveys were really crappy consumer products. No one wanted to 0:04:27.880 --> 0:04:29.960 engage with them, and as such, there was this big 0:04:29.960 --> 0:04:32.359 missing data set of how people actually felt about stuff. 0:04:32.400 --> 0:04:34.679 And so I set out initially to build a consumer 0:04:34.720 --> 0:04:37.040 product that people would want to engage with, something that 0:04:37.120 --> 0:04:40.800 was elegant, simple, frictionless, UM an action that you could 0:04:40.800 --> 0:04:43.279 do within your attention span, which is about six seconds 0:04:43.880 --> 0:04:46.719 um and something that you'd really enjoy engaging with, because 0:04:46.800 --> 0:04:49.960 you know, human beings are rage atmental creatures. We have opinions. 0:04:50.000 --> 0:04:52.320 It's just a matter of having the right product to 0:04:52.360 --> 0:04:56.000 get them to to share that opinion. So we built 0:04:56.040 --> 0:04:59.080 something it really worked. Um you know, surveys get around 0:04:59.080 --> 0:05:01.040 a zero point zero one sent response rate, and we 0:05:01.040 --> 0:05:05.039 were getting on average, and the exponential increase in response 0:05:05.120 --> 0:05:07.200 rate meant that we could get a lot of data 0:05:07.279 --> 0:05:10.600 at scale about how people feel, which then we started 0:05:10.600 --> 0:05:12.440 thinking who cares about this data? And we had all 0:05:12.480 --> 0:05:15.159 sorts of assumptions around it. At the time, we were 0:05:15.200 --> 0:05:17.560 in Silicon Valley still, which is where we got started, 0:05:18.040 --> 0:05:20.120 and I started traveling to New York meeting with a 0:05:20.120 --> 0:05:22.680 bunch of different people. And one of the first marketers 0:05:22.680 --> 0:05:25.040 I've ever met was someone that Alexa knows really well, 0:05:25.120 --> 0:05:27.440 Beth Comstock. And thank god I met with her because 0:05:27.640 --> 0:05:30.680 you know, as we all know, she's this incredible, you know, 0:05:31.000 --> 0:05:34.839 legend marketer in our space who sees innovation and manages 0:05:34.880 --> 0:05:37.839 to kind of pinpoint and had lifted up for everyone 0:05:37.880 --> 0:05:40.000 else to see. And that's exactly what she did for us. 0:05:40.560 --> 0:05:43.040 So with time, UM, we kind of went from just 0:05:43.200 --> 0:05:46.320 tracking how people felt, too, then using our technology to 0:05:46.400 --> 0:05:50.880 track everything else about a person, behavior, demographic data, literally everything. 0:05:50.920 --> 0:05:54.679 So we kind of blended what someone says about themselves 0:05:54.720 --> 0:05:57.600 and what their behavior says about them um into kind 0:05:57.600 --> 0:06:00.880 of a more holistic version of themselves. UM. And then 0:06:00.880 --> 0:06:03.560 we started working with you know, all the big financial brands, 0:06:03.600 --> 0:06:05.880 all the big auto brands, all the big telco brands, 0:06:05.880 --> 0:06:08.240 and we kind of are on our way to becoming 0:06:08.279 --> 0:06:12.240 a standard for how content, in particular r o I 0:06:12.640 --> 0:06:15.679 is measured. So we when you started, you weren't working 0:06:15.680 --> 0:06:18.520 with brands. What were you measuring in terms of people's 0:06:18.800 --> 0:06:21.840 feelings and perceptions of things? Great question. So we were 0:06:21.839 --> 0:06:24.560 working with editorial teams. We were measuring, Yeah, we were 0:06:24.560 --> 0:06:28.799 measuring the response of people two topics that editorial content 0:06:28.839 --> 0:06:31.920 was about. Um. But as you can imagine, we realized 0:06:31.960 --> 0:06:35.200 that one, you know, by large, creators don't love being 0:06:35.240 --> 0:06:38.799 told what data data says. Right, and this is a 0:06:38.839 --> 0:06:41.640 generalization that might not be true today, but it definitely 0:06:41.720 --> 0:06:44.560 was about three years ago. UM. And too, there wasn't 0:06:44.560 --> 0:06:48.160 a lot of money and selling creative sentiment type of 0:06:48.240 --> 0:06:51.200 data to creators, and so we started taking a step 0:06:51.200 --> 0:06:52.960 back and thinking what's the best go to market here? 0:06:52.960 --> 0:06:55.800 And we realized that marketers were becoming content creators a k. 0:06:55.920 --> 0:06:58.880 Content marketing was on the rise still is, and that 0:06:58.920 --> 0:07:01.240 they needed a better way to measure it because all 0:07:01.279 --> 0:07:04.960 the standards for display advertising like mode and integral ad science, 0:07:05.440 --> 0:07:08.160 we're not really doing the job. So I don't think 0:07:08.160 --> 0:07:11.280 it's a surprise actually that you have an artistic creative 0:07:11.320 --> 0:07:14.880 side as a former ballroom deal because one of the 0:07:14.920 --> 0:07:17.760 things that I have always been impressed by your product 0:07:18.280 --> 0:07:21.960 is the aesthetic of this online survey, if you will, 0:07:22.000 --> 0:07:27.680 and the sort of creativity that went into that engagement 0:07:27.800 --> 0:07:31.280 rate output. Right, So can you talk about how you 0:07:31.360 --> 0:07:35.480 blended art and science to create an online survey that 0:07:35.560 --> 0:07:39.320 could engage consumers in a way that isn't just a 0:07:39.840 --> 0:07:42.800 backs out totally. So we kind of left off from 0:07:42.840 --> 0:07:46.920 the idea that UM surveys were not very engaging consumer 0:07:46.960 --> 0:07:49.880 products and started asking ourselves why. We realized that there's 0:07:49.920 --> 0:07:53.040 two issues. The first was the context. Usually surveys are 0:07:53.360 --> 0:07:55.680 targeted to you in a disruptive way. They kind of 0:07:55.720 --> 0:07:58.600 pop up or they're sent to you via email two 0:07:58.720 --> 0:08:01.080 days later. By then, you know, in today's world there 0:08:01.120 --> 0:08:02.440 was so a d D that you have no idea 0:08:02.480 --> 0:08:04.520 what happened two days ago. So it's really kind of 0:08:04.560 --> 0:08:07.920 a disruptive context in both cases. Right, So we realize 0:08:07.920 --> 0:08:09.800 that it has to be at the end of an experience, 0:08:09.840 --> 0:08:12.520 and ideally and immersive experience, not a transactional and like 0:08:12.520 --> 0:08:15.520 a display at And therefore we realized that content was 0:08:15.720 --> 0:08:18.880 not only a winning mechanism for brands to tell their 0:08:18.920 --> 0:08:21.160 story and engage with audiences, but also a really good 0:08:21.160 --> 0:08:23.280 way to get someone to share their feedback. The second 0:08:23.320 --> 0:08:25.640 piece was the methodology. As it turns out, you know, 0:08:25.680 --> 0:08:27.400 if you if you believe that the brain has kind 0:08:27.440 --> 0:08:30.080 of like system one system too, As it turns out, 0:08:30.120 --> 0:08:32.440 you know, System one is where we have kind of 0:08:32.480 --> 0:08:35.480 store feelings or analyzed feelings. When you smile, I know 0:08:35.559 --> 0:08:38.480 exactly how you're feeling because you know it's in system one. 0:08:38.480 --> 0:08:39.959 I don't have to think about it. But if you 0:08:40.000 --> 0:08:41.959 ask me how much is seven times pretty seven? I 0:08:42.000 --> 0:08:44.880 go into system two, which is the nalytical brain now surveys. 0:08:44.920 --> 0:08:46.720 What they do is they ask you to convert something 0:08:46.760 --> 0:08:48.920 that lives in system one, which is a feeling into 0:08:49.120 --> 0:08:52.280 a percentage or a number or multiple choice, which automatically 0:08:52.320 --> 0:08:54.960 send you in system too. Therefore, there's a massive friction 0:08:54.960 --> 0:08:57.160 and people don't tend to express that feeling. So what 0:08:57.280 --> 0:08:59.959 we did is we basically said, let's create a really 0:09:00.000 --> 0:09:03.480 the intuitive design. Um, let's take a universal metaphor. And 0:09:03.480 --> 0:09:04.920 this is I think where we really kind of hit 0:09:04.920 --> 0:09:07.960 the nail on the head. Because universal metaphors or something 0:09:08.000 --> 0:09:10.320 you learn between zero and FOD regardless of whether you're 0:09:10.360 --> 0:09:14.680 from Transylvania or from California or Nebraska. There you go. Um, 0:09:14.760 --> 0:09:16.640 and we realize that temperature is one of them. So 0:09:16.679 --> 0:09:19.600 if you present someone with a temperature scale, they automatically 0:09:19.640 --> 0:09:21.559 know what to do with it without having to think 0:09:21.559 --> 0:09:26.080 about it. Visual like a visual temperature temperature I like, 0:09:26.160 --> 0:09:28.599 I don't like a slider. Yes, And we realize that 0:09:28.640 --> 0:09:30.800 it also gives us, as like data nurse, it gives 0:09:30.840 --> 0:09:33.080 us the ability to create granularity because you could have 0:09:33.080 --> 0:09:35.400 as many skills to the temperature as you want, so 0:09:35.440 --> 0:09:38.079 you could have really granular feeling. You could enable people 0:09:38.120 --> 0:09:40.640 to quickly answer a question without thinking about it, and 0:09:40.720 --> 0:09:42.800 you could enable them to have a really positive experience 0:09:42.840 --> 0:09:45.640 as opposed to making them feel like they've had to 0:09:45.760 --> 0:09:48.840 spend minutes figuring out how they actually feel. You just 0:09:48.880 --> 0:09:52.160 give them are really easy and um and rewarding way 0:09:52.200 --> 0:09:54.679 to share that feeling like they want to actually share 0:09:54.679 --> 0:09:57.079 their feedback they do. Yeah, I mean this is kind 0:09:57.080 --> 0:09:58.800 of the premise on which re build the companies that 0:09:59.240 --> 0:10:01.760 human beings and nice say judgmental, but you know, and 0:10:01.760 --> 0:10:04.040 like its scientifically speaking, we wouldn't be able to survive 0:10:04.120 --> 0:10:06.800 unless we made judgments all the time. So you know, 0:10:06.960 --> 0:10:09.320 I do believe that we're very opinionated and we do 0:10:09.400 --> 0:10:11.720 want to share that feeling. But the methods in which 0:10:11.840 --> 0:10:15.560 we are given that opportunity today or what Twitter and Facebook? 0:10:15.559 --> 0:10:17.400 We have to sit there and write a hundred forty characters. 0:10:17.400 --> 0:10:18.920 It takes me like an hour to do that every 0:10:18.960 --> 0:10:21.120 time I try to do it. So yeah, we gave 0:10:21.120 --> 0:10:23.360 people a much more frictionless, easy way to do it. 0:10:23.640 --> 0:10:26.280 And what kind of surveys or what kind of questions 0:10:26.320 --> 0:10:29.120 are you asking for brands? Is it you know, around 0:10:30.080 --> 0:10:34.360 brand sentiment like that high level? Is it around products? Well? 0:10:34.400 --> 0:10:36.560 What are the types of things that you're actually going 0:10:36.559 --> 0:10:39.400 out there for brands and asking consumers? So taking just 0:10:39.480 --> 0:10:42.000 a quick step back, I think the bigger question is 0:10:42.040 --> 0:10:45.239 how do brands think of content marketing success. I realized 0:10:45.280 --> 0:10:47.880 that when it comes to display um I mean not 0:10:47.920 --> 0:10:50.600 to discredit any of the products that have done so 0:10:50.640 --> 0:10:53.160 well in the market, but measuring displays a little bit 0:10:53.200 --> 0:10:55.679 more binary. The ad has either been seen or not 0:10:55.760 --> 0:10:57.320 or clicked on or not right. But when it comes 0:10:57.320 --> 0:11:00.880 to content, people just have very different definitions of success um, 0:11:00.960 --> 0:11:04.520 but they tend to gravitate towards five big categories sentiments 0:11:04.559 --> 0:11:08.640 one of them, or attitude rather, engagement, impressions, social, and conversion. 0:11:09.080 --> 0:11:11.400 So what we do now is we capture all those 0:11:11.440 --> 0:11:13.560 five categories and we try to work with the brand 0:11:13.559 --> 0:11:16.600 to understand what their custom version of successes and then 0:11:16.640 --> 0:11:19.000 create custom scores that help them kind of force rank 0:11:19.040 --> 0:11:21.520 every single content investment to see what's performing the best 0:11:21.520 --> 0:11:23.800 in real time. But when it comes to the kind 0:11:23.800 --> 0:11:26.280 of upper funnel goals, because I've kind of described upper 0:11:26.280 --> 0:11:28.480 funnel to lower front of right UM, I would say 0:11:28.520 --> 0:11:30.320 it also kind of depends on what the brand is 0:11:30.320 --> 0:11:32.520 really after. So we can ask any question whether it's 0:11:32.640 --> 0:11:35.520 intend to purchase or brand loyalty or perception of brand innovation, 0:11:35.679 --> 0:11:38.640 or brand love brand awareness. I mean, it really kind 0:11:38.640 --> 0:11:41.480 of depends. And that's the beauty of this universal metaphor 0:11:41.600 --> 0:11:44.640 that it is that it kind of enables you to 0:11:44.640 --> 0:11:47.160 to ask any type of question, as opposed to emojis 0:11:47.240 --> 0:11:49.800 or the thumbs up thumbs down, which only really gives 0:11:49.800 --> 0:11:53.000 you a limited range of responses. If brands aren't using notch, 0:11:53.040 --> 0:11:56.600 what are they using? So uh quickly kind of leads 0:11:56.600 --> 0:11:58.400 me to the other thing that really stand for, which 0:11:58.400 --> 0:12:01.240 is transparency. Um, we realize when we came into the 0:12:01.240 --> 0:12:04.080 market that when brands work with agencies, agencies then kind 0:12:04.120 --> 0:12:06.959 of pay let's say, ten different distribution channels, and then 0:12:06.960 --> 0:12:09.280 those distribution channels are actually the ones that pay data 0:12:09.320 --> 0:12:11.600 companies to measure their own performance. So say at the 0:12:11.640 --> 0:12:14.240 level of the distribution channel, you find a combination of 0:12:14.320 --> 0:12:17.920 a few different companies mode you know, Google Analytics sometimes Um, 0:12:18.040 --> 0:12:21.440 Simple Reach, Nudge. There's a bunch of different analytics companies 0:12:21.480 --> 0:12:24.480 that sell to distribution channels. But the problem is this 0:12:24.600 --> 0:12:27.520 is click attribution still though in a lot of ways, right, 0:12:27.559 --> 0:12:30.520 I mean then but like it's front end, yeah, yeah, 0:12:30.520 --> 0:12:33.840 I mean, there's not a lot of depth or variety 0:12:33.880 --> 0:12:35.720 in the type of data that is collected. But the 0:12:35.800 --> 0:12:38.160 problem is two fold. If you're allowing as a brand, 0:12:38.200 --> 0:12:39.679 I mean, you used to be the head of meter, right, 0:12:39.720 --> 0:12:42.560 So um, if you're allowing your distribution channels to grade 0:12:42.559 --> 0:12:44.480 their own homework, they're not going to give themselves a B. 0:12:44.840 --> 0:12:46.839 So you know, you end up as a head of media. 0:12:46.920 --> 0:12:48.559 Not only do you get good news by the time 0:12:48.559 --> 0:12:50.320 it gets to it's like, oh my god, you've done great. 0:12:50.440 --> 0:12:52.920 Keeps any one with us. But the other portion of 0:12:53.160 --> 0:12:56.720 the other problem is that you're allowing the distribution channels 0:12:56.800 --> 0:12:59.760 to spend all this money that you gave them on 0:13:00.080 --> 0:13:03.120 duplicate measurement. So what we came to brands and said was, 0:13:03.280 --> 0:13:05.640 we're not going to monetize from any distribution channel because 0:13:05.679 --> 0:13:08.240 we want to be you know, Switzerland. We want you 0:13:08.280 --> 0:13:10.160 to be our master, and we're going to represent your 0:13:10.200 --> 0:13:12.959 interests when we go and measure on your behalf across 0:13:13.000 --> 0:13:17.200 all these different channels. So we kind of centralized that data, um, 0:13:17.240 --> 0:13:20.160 the data collection essentially, not just the data reporting. And 0:13:20.200 --> 0:13:22.400 as such, I don't think, you know, there's a lot 0:13:22.440 --> 0:13:24.319 of competition in that space. I haven't heard of any 0:13:24.360 --> 0:13:26.480 startup that said I will actively try not to make 0:13:26.520 --> 0:13:28.800 money from two thirds of the market. You know, it's 0:13:28.840 --> 0:13:30.719 kind of like a pretty crazy bold thing to do 0:13:31.120 --> 0:13:33.640 on the how as an industry do we need to 0:13:33.640 --> 0:13:35.880 shake things up when when it comes to data? There 0:13:35.880 --> 0:13:38.480 have been standards of metrics that have been in place 0:13:38.640 --> 0:13:41.440 since I've been in the industry that don't seem to 0:13:41.559 --> 0:13:44.760 keep pace with the change of technology, with the types 0:13:44.800 --> 0:13:48.320 of advertising or non advertising that brands are going to 0:13:48.400 --> 0:13:50.880 market with. You know, laugh a lot about this idea 0:13:50.920 --> 0:13:54.600 of having to duct tape together measurement reports because there 0:13:54.640 --> 0:13:56.760 isn't a one size fits all solution and if there's 0:13:56.760 --> 0:14:00.360 nothing that allows me to see front to back. But yeah, 0:14:00.400 --> 0:14:02.640 we kind of chase to the lowest common denomina and 0:14:02.679 --> 0:14:05.360 say this was a success because X number of people 0:14:05.400 --> 0:14:09.600 engaged with something. Um, what's your long term dream vision 0:14:09.720 --> 0:14:12.400 for how we piece those things together? So I think 0:14:12.440 --> 0:14:15.239 the biggest shift that needs to happen is that cmos 0:14:15.360 --> 0:14:18.040 and marketing teams need to understand the power that they 0:14:18.080 --> 0:14:21.720 have in demanding that they are able to collect first 0:14:21.760 --> 0:14:24.520 party data across every single spend that they do. I 0:14:24.520 --> 0:14:26.640 don't care if it's offline, online, I don't care if 0:14:26.680 --> 0:14:31.000 it's podcast or digital marketing display advertising, it doesn't matter. 0:14:31.320 --> 0:14:34.760 They should understand that they are able to request that 0:14:34.800 --> 0:14:38.280 they get independent data reporting. Now, what this will do 0:14:38.560 --> 0:14:41.880 is to fold. First, it's going to declutter all the 0:14:42.000 --> 0:14:44.800 messs happening right now with all these different distribution channels 0:14:44.800 --> 0:14:48.040 measuring their own performance. It's also going to hopefully remove 0:14:48.080 --> 0:14:50.680 the need for these massive data aggregators like you have, 0:14:50.840 --> 0:14:53.360 including data Ama right that got acquired by Salesforce. They 0:14:53.400 --> 0:14:56.360 are an amazing platform and they do incredible work with 0:14:56.400 --> 0:14:58.880 AI and putting together all these different data sets. But 0:14:59.040 --> 0:15:02.160 why do we allow people to report their own data sets? 0:15:02.200 --> 0:15:04.440 Like why do we allow people to bring an Apple 0:15:04.480 --> 0:15:06.440 and a Draff and ask them data Rama to put 0:15:06.440 --> 0:15:08.560 the two together and make sense of them. But imagine 0:15:08.560 --> 0:15:10.680 if you had ten million dollars and you put a 0:15:10.720 --> 0:15:13.320 million across ten different channels, and you said, guess what, 0:15:13.360 --> 0:15:15.120 I'm going to put my own pixel on all of this, 0:15:15.240 --> 0:15:17.040 and I'm going to get the data in the format 0:15:17.080 --> 0:15:19.880 that I want, on the timeline that I want, and 0:15:19.920 --> 0:15:21.520 I'm going to make sense of it because now I 0:15:21.560 --> 0:15:24.240 can control the kind of collection of it. Right, So 0:15:24.400 --> 0:15:26.280 when you control the collection and the formatting of it, 0:15:26.760 --> 0:15:28.640 making sense of it is really easy. Like as a 0:15:28.680 --> 0:15:30.960 data scientist, I can tell you of the job of 0:15:30.960 --> 0:15:33.240 a data scientist is cleaning data sets and making them 0:15:33.280 --> 0:15:36.200 talk to each other. But should they hold on? But 0:15:36.320 --> 0:15:39.360 should it be? That's a problem in the industry right now. 0:15:39.400 --> 0:15:41.240 By the way, the problem, one of the biggest problems 0:15:41.240 --> 0:15:44.720 in the industry in my opinion, is that data scientists 0:15:44.920 --> 0:15:47.480 are actually people who need to be innovating and be 0:15:47.560 --> 0:15:51.080 more like data entrepreneurs and be actually getting more from 0:15:51.360 --> 0:15:55.640 insight and be evaluating insight versus cleaning data. Right now, 0:15:55.800 --> 0:16:00.280 we have built this system that is all about data prep. Yeah, 0:16:00.320 --> 0:16:02.360 and it's because people are freaked out and I don't 0:16:02.360 --> 0:16:04.360 even know is this the right question? Are we asking 0:16:04.400 --> 0:16:08.040 the right question around just gathering data? To me, it's 0:16:08.400 --> 0:16:11.720 are we gathering the right insight? Do we actually right? 0:16:11.880 --> 0:16:15.080 Do we can? We evaluate the right insight? But if 0:16:15.120 --> 0:16:18.160 we agree that their time is spent on cleaning data sets, 0:16:18.160 --> 0:16:20.080 then we need to figure out how to remove that 0:16:20.160 --> 0:16:24.680 time so they can spend time on insights and strategies. 0:16:24.680 --> 0:16:27.280 So my proposition is that there's gonna be really bold 0:16:27.280 --> 0:16:29.280 brands like Jimpy, Morgan Chase. We're going to go in 0:16:29.360 --> 0:16:32.840 and say notch will be my data collection practice. Right, 0:16:32.920 --> 0:16:35.160 my data collection tag picks whatever you want to call it, 0:16:35.480 --> 0:16:38.680 and we collect all that data. It's already clean. So literally, 0:16:38.880 --> 0:16:41.720 our data science team, all they do is find insights. 0:16:41.840 --> 0:16:43.920 All they do is get on the phone with Jamie 0:16:43.920 --> 0:16:46.640 Morgan and their agency and say, put more money behind here. 0:16:47.000 --> 0:16:49.920 Decrease the importance of that that audience is not responding well, 0:16:49.960 --> 0:16:52.320 because we don't waste any time trying to clean up 0:16:52.360 --> 0:16:55.560 stuff for can we trust this data? No, it's all 0:16:55.600 --> 0:16:58.040 first party, it's all transparent, and we can, you know, 0:16:58.120 --> 0:17:01.560 go ahead and truly analyze it. So my big outlook 0:17:01.640 --> 0:17:05.159 is CMOS basically going to Facebook and YouTube and Twitter 0:17:05.280 --> 0:17:08.240 and Amazon and everyone and saying you want my money, great, 0:17:08.480 --> 0:17:10.520 put my pixel on it. I need to collect data 0:17:10.520 --> 0:17:13.280 about my audience and how they're responding to my advertising. 0:17:13.320 --> 0:17:15.439 And they're doing that through not they're doing that well. 0:17:15.760 --> 0:17:19.080 So you have an agreement with any third party site 0:17:19.080 --> 0:17:23.240 out there. I assume right that if someone is interacting 0:17:23.320 --> 0:17:27.920 in a notch ui that you have rights to all 0:17:27.960 --> 0:17:30.919 of that data. So that's how it works. So the 0:17:31.000 --> 0:17:33.000 data belongs to the brand, it doesn't belong to us. 0:17:33.119 --> 0:17:36.040 We're literally just a conduit for data collection, and we 0:17:36.160 --> 0:17:38.920 reserve the right to create benchmarks and aggregate insights. You 0:17:38.960 --> 0:17:41.320 would do work with you know, publisher X. We would 0:17:41.640 --> 0:17:45.040 embed in that content piece, and any data that comes, 0:17:45.080 --> 0:17:47.480 like the audience that came to that audience, to that 0:17:47.520 --> 0:17:50.040 content pies, the type of audience, the way they engaged, 0:17:50.080 --> 0:17:53.080 the way they felt, all of that would be passed 0:17:53.080 --> 0:17:55.840 on immediately to you and the publisher and the agency. 0:17:55.920 --> 0:17:59.000 So complete transparency. But you would own the data, and 0:17:59.040 --> 0:18:02.680 we would aggregate data from publisher X, publisher, why, publisher whatever, 0:18:02.920 --> 0:18:04.239 and you all of a sudden you would be left 0:18:04.280 --> 0:18:07.080 with this first party data pool that you could then 0:18:07.119 --> 0:18:09.680 put into your CRM, put into your DVP, etcetera. And 0:18:10.119 --> 0:18:14.919 what you just said, no one's doing. But let's like no, 0:18:15.040 --> 0:18:18.520 but let's let's like like explain that you are saying 0:18:18.720 --> 0:18:23.320 that a brand could actually own data from a publisher, 0:18:23.359 --> 0:18:26.520 from an audience, from audiences they came to a specific 0:18:26.560 --> 0:18:31.960 publisher versus a publisher giving you the data they want 0:18:31.960 --> 0:18:36.879 you to have. Yeah, exactly. Hello, And and also the 0:18:36.920 --> 0:18:39.719 reason why publishers are okay with this, just for a second, 0:18:39.960 --> 0:18:42.960 there's some publishers out there that are definitely pushing back 0:18:43.000 --> 0:18:46.320 and have against transparency on this idea, but publishers are 0:18:46.320 --> 0:18:48.639 actually waking up to realize the more they embrace the 0:18:48.640 --> 0:18:52.119 transparency rhetoric and approach, the better it is for them, 0:18:52.119 --> 0:18:54.720 because it's coming anyways, right, and if they truly trust 0:18:54.720 --> 0:18:57.160 their engagement, it makes sense for them to do this. 0:18:57.359 --> 0:19:00.359 The question they ask us is can you please make 0:19:00.400 --> 0:19:01.960 sure that this data that we're going to give to 0:19:02.080 --> 0:19:04.280 j Imraan Chase is not going to be put into 0:19:04.840 --> 0:19:08.040 a audience extension platform, Like they don't want their data 0:19:08.160 --> 0:19:10.399 or their audience to be monetized. And yes, we do that. 0:19:10.440 --> 0:19:13.040 We promise them that because the data that we capture, 0:19:13.119 --> 0:19:14.920 we don't have a data exchange, We don't sell that 0:19:15.000 --> 0:19:16.919 data to competitors, we don't do anything with it. It 0:19:16.960 --> 0:19:19.120 just belongs to the brand. So what the brand could 0:19:19.160 --> 0:19:22.040 do something with it? They if they put it into 0:19:22.040 --> 0:19:24.800 their d MP. By that point it's completely anonymized. I mean, 0:19:24.800 --> 0:19:27.880 we're GDP are complying across every single state of America 0:19:27.920 --> 0:19:31.080 and Europe, right, and it doesn't really lead back to 0:19:31.119 --> 0:19:34.360 the publisher. An interesting m article that just came out 0:19:34.400 --> 0:19:38.040 from saraficher Um inter Axios Trends Reports that is calling 0:19:38.080 --> 0:19:42.399 this the summer of ad tech UM acquisitions. Right, So 0:19:42.440 --> 0:19:46.320 you alluded to obviously data Rama being purchased by Salesforce 0:19:46.359 --> 0:19:52.880 for over a hundred million dollars. You've got Medium IPG 0:19:53.160 --> 0:19:57.080 obviously one of the largest holding company groups, acquiring Axiom 0:19:57.359 --> 0:20:01.760 for over two billion dollars. This obvious is going to continue. 0:20:02.040 --> 0:20:04.520 As you're talking on and you're describing your kind of 0:20:04.560 --> 0:20:07.080