CMO Roundtable: How to counter the erosion of revenues and RoI in a cookie-less world using AI and data?

The Google announcement to eliminate 3^rd party cookies in 2023 is a wakeup call for marketers. But this is not the only initiative to be concerned regarding RoI and revenue generation through performance marketing campaigns. Mobile device identifiers, privacy protection regulations as well as walled gardens will severely impact marketing campaigns. Already today up to 50% of web traffic is lacking third party cookies and yet performance marketing is still going strong. Chrome is dominating but Adform developed already in 2019 first party ID solutions for performance marketers, allowing the identification of users in Firefox and Safari. It is expected that more and more so called new “ID spaces” to re-target and analyze will be developed. ID providers work already jointly on use-cases with “data clean room” providers. A data clean room is a software that enables advertisers and brands to match data on a user level without actually sharing any personally identifiable information (PII)/raw data with one another. Yet marketers need to keep in focus that this is still impacting marketing performance KPI’s.

With data and AI leading the way, IBM iX is committed to helping businesses create opportunity to:

• Address changes to identifiers
• Comply with changing privacy regulations
• Be free from dependency on walled gardens
• Build more trust with consumers
• Ultimately, build a better advertising foundation for the future.

We have opened up our technology by working with the most important independent players – DSPs, publishers, SSPs, innovators, and more – and we have a  unique window for progress here.

There’s no shortage of data out there, but it isn’t useful to marketers unless it’s actionable.

AI technology is what allows marketers to take action on diverse data signals, quickly and accurately. And the result is a quantifiable, lasting impact on the value exchange with your customers that grows and strengthens over time.

Join your peers at the IBM Watson Center Munich as we explore:

• What are the opportunities to leverage AI in digital and performance marketing?
• How easy can they be applied? In advertisement and marketing assets?
• What are the results to be expected?
• What is the pre-requisite to take performance marketing to the next level?
• How can the marketing organization cope with the new processes?

Speakers:

John Sullivan, Partner, EMEA Customer Transformation Service Leader, IBM iX®

Kerstin Lomb, Partner, EMEA Customer Transformation Marketing Leader, IBM iX®

John Sullivan leads IBM iX Customer Transformation across Europe and MEA. With his team of dedicated experts, he helps clients to set a new business reinvention agenda, create new experience led digital processes, products and services and establish new foundational capabilities to compete in changing markets. John is a recognized leader in driving client innovation and change with a history of working with global clients developing, managing and leading complex change programmes. Most recently he has worked with a large global Oil and Gas company in support of their digital transformation and launch of new digital capabilities and services. Prior to that, John led the IBM Industrial Sector business in the UK, responsible for supporting clients in their transformation journeys from product centric to client and service centric organisations, leveraging new digital platforms. John is a passionate believer in restless reinvention, looking at how the potential of new technologies and capabilities can be utilised to deliver better business results and create new market opportunities. He is also an advocate of purpose driven organisations, agility and the empowerment of teams to unlock the implicit potential within the organisation.

Kerstin recently joined from SunExpress Airlines, a joint venture of Turkish Airlines and Lufthansa, where she successfully led as CMO the airline’s digital transformation, leveraging relevant ISV solutions across Sales, Service, Marketing and the Loyalty Program. Further she introduced AI-based real time campaign analytics and dynamic assets leading to a significant increase in Marketing RoI. Prior SunExpress Kerstin was a Partner at Accenture where her industry focus was Airlines, Automotive, FMCG and Retail. At Accenture Kerstin developed that virtual flagship store (2010) for Schwarzkopf, creating a virtual/physical experience by leveraging AR. She also created the Innovation Funnel for Unilever. Before Accenture, she was the Managing Director at Publicis Agency for eCommerce and digital marketing.