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Scott Howe, the CEO of LiveRamp Holdings, is a marketing savant. Scott remembers great campaigns from his childhood, but one, in particular, has always stuck with him: the Staples’ easy button. The clever campaign made Scott long for an easy-button-like functionality when it came to aggregating data, which he believes is the key to success in the marketing industry. On Marketing Trends, Scott discusses exactly what he means by that, and he explains his passion for the industry and why the loss of cookies is a chance for marketers to reinvent the wheel.

3 Takeaways:

  • Data is the fuel that is driving marketing departments
  • Deprecation of cookies is changing how websites are built and how messages are delivered to consumers
  • The best marketers tell a cohesive story across all channels
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Key Quotes:

“I know that half my advertising spend is wasted. I just don’t know which half.”

“Our tagline across all of those companies was to know what works. Because for the first time in the marketing world, you could apply data and determine was someone actually seeing your message? And once they saw it, what were they doing? Did they go to the website and find more information? Did they go to a store and buy? So it turned that Wannamaker Wisdom on its head because all of a sudden the answer was there, the science of marketing was born.”

“Data became the fuel. It really has been the fuel over the last 20 years that has driven marketing.” 

“Data has always felt like a public good. Yes, it’s owned by the individuals, by consumers and companies. However, there was lacking a public infrastructure that everyone could utilize to communicate data with one another.”

“I thought, ‘Why isn’t there an easy button for how data is utilized?’ I had lived through the very problem we were trying to solve.”

“One of the reasons why marketing is so amazing is because we all remember great marketing.”

“Ultimately it’s not just about selling stuff, it’s about creating better experiences for people.”

“Marketing is built on a trusted relationship between businesses and their customers that has to extend the data. Consumers need to know what data has been collected about them and have control over how that data is utilized.”

“I will tell you if you and I were standing in front of a whiteboard and trying to design the ideal mechanism for the data and marketing industries, we wouldn’t start with cookies. We wouldn’t build something that is proprietary and can only be utilized effectively by a few select companies. We wouldn’t design something that isn’t consumer-friendly.”

“Those that ignore the welfare of consumers do so at their own peril. Companies that try to take advantage of consumers and trick them, there’s a very short shelf life for those companies.”

“Brands are about relationships.”

Bio:

Scott Howe is the president and CEO of LiveRamp, a technology and services company that provides the data foundation for the world’s best marketers. Under Scott’s leadership, LiveRamp works with over 10,000 clients and partners in over 30 countries to create a world where all marketing is relevant.

Prior to taking the reins at LiveRamp in 2011, Scott held executive roles at Microsoft and aQuantive, the parent company of Avenue A|Razorfish, DRIVE Performance Media (now Microsoft Media Network) and Atlas International. He began his career at The Boston Consulting Group and Kidder, Peabody & Company, Inc.

When he’s not guiding LiveRamp to fulfill its mission to make it safe and easy to activate data anywhere, Scott can be found serving as scoutmaster for Troop 28 in Burlingame, California, canvassing the country in his refurbished 1956 vintage Airstream trailer or designing and building furniture in his garage workshop. A native of Milwaukee, he is also a proud fan and part owner of the Green Bay Packers.

Scott graduated magna cum laude from Princeton University with a degree in economics, and he earned an MBA from Harvard University. He previously served on the board of directors of Blue Nile, the largest online retailer of certified diamonds and fine jewelry, the Internet Advertising Bureau (IAB) and Turn, Inc., a digital advertising company.

Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.

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