The Partnership for Responsible Addressable Media, led by the Association of National Advertisers’ (ANA) Bill Tucker as Executive Director, will convene four working groups of industry stakeholders focusing on business practices; technical standards; privacy, policy, and legal considerations; and communications & education.

“In the ancient story of the Tower of Babel, the city collapsed because its inhabitants lost the ability to speak a common language,” said Tucker. “The digital advertising industry faces a comparable challenge around addressability today, as recent changes announced by operating systems, browsers, and other technologies, if implemented, will significantly impact the traditional marketplace language of cookies and mobile IDs. The Partnership was created to serve as a collaborative forum for our industry to ensure addressability standards that preserve privacy, provide a consistent and effective framework for advertisers, and enrich the consumer experience.”

The Partnership will boast trade association members including the ANA, American Association of Advertising Agencies (4A’s), Interactive Advertising Bureau (IAB), IAB Tech Lab, Network Advertising Initiative (NAI), and World Federation of Advertisers (WFA).

Brands represented include Ford, General Motors, IBM, Procter & Gamble, Unilever, and NBC Universal, while agencies come in the form of Publicis Media and IPG Mediabrands’ UM. Representing the ad tech and martech spaces are Adobe, MediaMath, and The Trade Desk.

The Partnership’s initial principles

1. Consumer privacy should remain a foundational pillar of the solution by providing consumers with meaningful transparency and controls, giving the marketplace the tools to understand consumer preferences and the ability to abide by those preferences.
2. Consumers should have access to diverse and competitive content offerings, supported by their choices to engage with digital advertising in exchange for content and services.
3. Business operations, including ad targeting, ad delivery, frequency capping, campaign management, analytics, cross-channel deployment, optimisation, and attribution should be sufficiently supported and improved upon through better technological and policy standards for all critical use cases.
4. Solutions should be standardised and interoperable for consumers and businesses across browsers, devices, and platforms, subject to applicable privacy laws and guidelines and to the extent it is reasonably technically feasible, efficient, effective, and improved over existing technology.
5. All browsers, devices, and platforms should allow equal access, free from unreasonable interference, to the new solutions.
6. Companies that utilise the resulting solutions should follow industry and legal privacy standards, with strong accountability and enforcement for those that violate the standards.

The post Ad industry comes together for responsible addressable media appeared first on Mobile Marketing Magazine.

According to an Adobe survey of 750 European business leaders, including 250 each in the UK, France, and Germany, 27 per cent of business leaders in the UK feel their ability to deliver engaging, personalised experiences is impacted by a lack of data skills within their organisation. Moreover, 22 per cent are being held back by the lack of a data-centric culture, and 24 don’t have a unified technology platform at their disposal.

At the same time, despite artificial intelligence (AI) being ideal for organising large amounts of data at speed, only 34 per cent of the companies surveyed are deploying AI to deliver personalised experiences, with 24 per cent having no plans to deploy AI. There’s also a point that only 15 per cent of respondents are confident that AI is effectively embedded into their tech stack, while 41 per cent say the platform they use cannot stitch together customer data in real-time.

The research did, however, find that UK business leaders are aware of the importance of delivering personalisation. 46 per cent identify gaining real-time customer intelligence, and 40 per cent identify improving customer segmentation and targeting, as the most important areas to improve. This is all well and good, but, back to the negatives, only 19 per cent are confident they can aggregate online and offline data and just 17 per cent are implementing good data hygiene practices.

“Today’s consumer is all about speed and convenience, and they share data with brands on the understanding that they will have a more personalised experience in future,” said Gavin Mee, vice president of Northern Europe and Middle East and Africa at Adobe. “Our figures should act as a wake-up call for businesses and encourage them to re-focus their efforts on delivering against the heightened expectations of their customers. Having the right skills to capture and analyse data are important, but so too, is instilling a data-centric culture across the business that means insights and technology platforms are used to create amazing, personalised experiences.”

The post Businesses aware of need for personalisation but suffer from data and tech shortcomings appeared first on Mobile Marketing Magazine.

Your company’s success depends on the customer experience (CX) your brands create. 32 per cent of consumers say they’ll walk away from a brand after just one bad experience and 65 per cent of customers find a positive experience with a brand to be more influential than great advertising. As I’ve said before, the correlation between creating amazing customer experiences and bottom-line success can’t be denied.

I recently co-hosted with Anthony Tse, Director of Global Professional Services, the webinar ‘Be There: A CMO’s Roadmap to the Future of Customer Engagement’, where we talked about the strategies, solutions and innovations brands can use be there in the moments that matter most. We also shared some vital stats that underscore the importance of customer experience and customer engagement.

Here are eight noteworthy stats that underscore why customer experience is crucial for your brand.

• Customers of brands that lead in CX have a seven times higher purchase intent than those of other companies.
• 44 per cent of CMOs said that customer experience is the most important program they are looking to for driving innovation and differentiation.
• Good customer experience makes a difference. 65 per cent of customers find a positive experience with a brand to be more influential than great advertising
• Bad customer experience can also make the wrong kind of difference. 32 per cent of consumers say they’ll walk away from a brand after just one bad experience.

• A one-point increase in CX scores can translate into an increase of $10-$100m in annual revenue.
• In a global survey, 45 per cent of participants said that they wished booking a hotel was a more digital experience.
• 29 per cent of marketers said that event-triggered/real-time campaigns will most impact marketing activities over the next five years.
• 38 per cent of CMOs say that fragmented engagement systems that fail to connect or deliver a unified view of the customer experience are the primary challenge of executing data-driven CX strategy.

At Airship, we want to help you get more traction in your organization for initiatives that improve CX, so we’ve created a stat pack with slides, like the images above, you can use to share these important facts and figures in your organisation.

Feel free to download (available as ppt and pdf files) and share them in your internal and external presentations — and let us know how it goes! We’d love to hear back from you.

Let’s talk customer experience at Elevate, a Customer Engagement Forum. Airship will be hosting panels on customer engagement with brands like Zillow, AccuWeater, and Foot Locker. Come say hi to me and other Airshippers at the events in San Francisco, New York, London, and Paris. For a full list of brands and cities, check out our event page.

The post Customer experience is critical to your bottom line – here are eight stats to prove it appeared first on Mobile Marketing Magazine.