Using data to power identity graphs requires talent and a new way of looking at media planning and activation. But it\u2019s all of little use unless creative and media people at agencies form effective means of collaborating, according to Erin Matts.<\/p>\n

The newly appointed U.S. CEO of Hearts & Science sees progress being made on the collaboration front, some of it client driven, she explains in this interview at this week\u2019s Beet.TV Identity Forum<\/a> in Manhattan.<\/p>\n

Agencies need tech talent that \u201cintellectually understands that there has been a disconnect in the industry in terms of the data that we\u2019ve used from an upper planning perspective and the data that we use from an activation perspective and measurement as well,\u201d says Matts<\/a>, who joined Hearts & Science last month from Annalect, where she had been North American CEO.<\/p>\n

\u201cUnless we\u2019re able to wrap our heads around the identity graph and actually pull that through the entire process to deliver an ideal consumer experience, we\u2019re missing the whole thread and we\u2019re missing the whole buyer.\u201d<\/p>\n

Asked by interviewer Ashley J. Swartz<\/a>, CEO of Furious Corp., whether the creative leadership at agencies is \u201copen and ready to ingest data into the process,\u201d Matts says absolutely, with some exceptions to the rule.<\/p>\n

\u201cThere\u2019s still, like, the creative directors with their black turtlenecks who are thinking about things in a very traditional way,\u201d says Matts. \u201cBut nine times out of ten, every creative director I talk to is really interested in making sure that the work they\u2019re producing actually works. That\u2019s where a data-infused strategy really comes into play.\u201d<\/p>\n

She sees the media side becoming more adept at talking to its creative partners \u201cin a way that doesn\u2019t alienate them and actually ensures that data inspires creativity and doesn\u2019t limit that.\u201d<\/p>\n

As for the traditional finger pointing between creative and media over campaign success or lack thereof, some of it has been mitigated by client-dictated teams.<\/p>\n

\u201cThat means teams sit together, they collaborate together. I think what I\u2019ve found particularly successful is when you have a collaborative team that sits together maybe three days a week but sits back at their own home agency the other two days a week or whatever combination of those days are.\u201d<\/p>\n

Preserving and leveraging the \u201cmagic of your agency and what that means\u201d can perhaps involve something as simple as having everyone don a Hearts & Science<\/a> T-shirt for a meeting. \u201cIf you lose that you lose the nuance and the magic associated with that agency, which will be valuable to that collaborative approach. It sounds really tactical but that to me has been a really great way to mitigate the finger pointing,\u201d Matts says.<\/p>\n

This video was produced in New York City at Identity in Focus: Understanding the Cross-Screen Consumer in a Fragmented World, at Beet.TV Leadership Forum, presented by 4INFO\u00a0 and hosted by Viacom.\u00a0 For more videos from the series, please visit this page<\/a>.\u00a0 \u00a0<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

Using data to power identity graphs requires talent and a new way of looking at media planning and activation. But it\u2019s all of little use unless creative and media people at agencies form effective means of collaborating, according to Erin Matts. The newly appointed U.S. CEO of Hearts & Science sees progress being made on […]<\/p>\n","protected":false},"author":17,"featured_media":59237,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[7871],"tags":[5259,5988,7870],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/59235"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/17"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=59235"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/59235\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/59237"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=59235"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=59235"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=59235"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}