Claravine and Advertiser Perceptions surveyed 140 marketers and agencies to better understand the impact of data standards on marketing data, and they’re ready to present their findings. Want to learn how you can mitigate privacy risks and boost ROI through data standards? Watch and learn how companies are addressing new privacy laws, taking advantage of AI, and organizing their data to better capture the campaign data they need, as well as how you can implement these findings in your campaigns. In this webinar, you will: - Gain a better understanding of how your marketing data management compares to enterprise advertisers. - Get an overview of the current state of data standards and analytics, and how marketers are managing risk while improving the ROI of their programs. - Walk away with tactics and best practices that you can use to improve your marketing data now. Chris Comstock, Chief Growth Officer at Claravine, will show you the marketing data trends of top advertisers and the potential pitfalls that come with poor data standards. Register and learn the key ways to level up your data strategy to pinpoint campaign success.

2. Speakers
Andy Rice
Director, Demand
Generation
Claravine
Chris Comstock
Chief Growth Officer
Claravine

3. What We’ll Cover
The Basics: Who are we, and what are Data Standards
The Current State: Results from our 2023 Advertiser Survey
Deeper Dives: The implications of Privacy Laws and AI on Data Standards
Next Steps: Tactics to get you started

4. Defining Data Standards
Data standards are a standardized method for naming data, storing data and
tracking it across the organization.
A data standards strategy is like a
playbook for keeping our data in good
shape. It’s all about deciding how we
format and handle our data to make
sure its accurate and plays well with
other systems.

5. Challenges
Enterprise Data Model
Point Solutions
Before Standards: An Inconsistent, Incomplete Data Mess
Retargeting
Direct
New Customer
Install
New Product
Display
Email
Social Ad
Mobile App
EMEA
24-Sneaker
2023-Q1
NA
NA
NA
24-Sneaker
24-Sneaker
24-Sneaker
24-Sneaker Product Launch
Product Launch
Product Launch
Product Launch
Product Launch
2023-Q1
2023-Q1
2023-Q1
2023-Q1
2023_Em_JS_ProdLaunch
_Jan31_Audience1
sku24-yellow-sneakers
Sneaker Promo-New
App Install
2023_Jan_IG_
ProductLaunch
Display_Acq_BU3_RED_AMZ
_MD_2023_SiteVisit
Email
Mobile
Display
Social
Content
Campaign Name Strategy Channel Year
Objective
Product
Country
The
Data
Standards
Cloud

6. Challenges
Enterprise Data Model
Point Solutions
After: Structured, Defined Data Across Channels
Retargeting
Direct
New Customer
Install
New Product
Display
Email
Social Ad
Mobile App
Email
EMEA
NA
24-Sneaker
2023-Q1
NA
NA
NA
24-Sneaker
24-Sneaker
24-Sneaker
24-Sneaker Product Launch
Product Launch
Product Launch
Product Launch
Product Launch
2023-Q1
2023-Q1
2023-Q1
2023-Q1
2023_Q1_EM_US_24N_Prod
Launch_Jan31_Audience1
2023_Q1_24SN_Yellow
2023_Q1_iOS_US_24SN
_Download_Apple
2023_Q1_FB_EMEA_24SN
_ProductLaunch
2023_Q1_Display_US_24N
_ProductLaunch_SiteVisit
Email
Mobile
Display
Social
Content
Campaign Name Strategy Channel Year
Objective
Product
Country
The
Data
Standards
Cloud

7. POLL: Do you currently have a data standards strategy
in place?

8. Claravine is The Data Standards Company
We help brands and agencies ensure that their data is consistent at the
source by standardizing taxonomies, naming conventions, and
metadata across all digital experiences.
Our Platform

9. The 2023 Data
Strategy Study
The State of Modern Marketing Data
Standards

10. About the Survey
140 INTERVIEWS
CONDUCTED
Job Roles
(Managed mix for stable bases)
Strategic 46%
Operations 23%
Analytics 31%
Digital Ad Spend
Medium ($50M - < $100M) 34%
Large ($100M+) 67%
Average $234M

11. Key Takeaways
How Marketers Manage their Data

12. Challenges
Are Data Standards essential?
Without a data standards
practice, our organization will fall
behind competitors or lose
market share over time
Putting a data standards practice
in place is a must to move
forward in a privacy-centric way
91%
Agree
86%
Agree

13. What are the biggest challenges with data sets?
Top challenge for
analytics teams and
marketers
Top challenge for
analytics teams
Lack of Access

14. 25%
of the time for
Advertisers
Challenges
Are the right ads being served?
What percent of the time is the wrong ad creative is served to the wrong consumer?
30%
of the time for
Agencies

15. Challenges
Is it easy to demonstrate campaign ROI?
If I can’t properly show the ROI/ROAS,
I could lose my job
It’s difficult showing ROI/ROAS on
campaigns with more platforms and
fewer signals
83% 79%

16. How is data being shared?
use API or third-party partner
for sharing audience segment data
& is more likely used by Advertisers using
data standards practices
41%
most common method is sharing
Excel/Sheets
2nd
How audience segment data is shared with media partners

17. What is the Status Quo?
Estimated cost impact of fixing manual data entry errors
Little to no cost
Some cost
Significant
cost
8
Average number of
people needed to fix
manual data entry errors
within organization
2-3 days
Median length of time
to fix errors

18. Privacy
Navigating Changes

19. Challenges
Massive Disruption to Measurement
“Like many other direct-to-consumer
marketers, we’re seeing some disruptive
impact as our teams adjust to the new
data landscape.”

20. How is Privacy Changing the Data Landscape?

21. How is Privacy changing the data landscape?
Those with Data Standards are employing privacy-forward
practices for data sharing and analysis in greater numbers.
They are significantly more likely to be:
● Using data clean rooms
● Relying on APIs to share advertiser segment data and ad
creative assets

22. POLL: Do you use Data Clean Rooms?

23. Data Clean Room Usage
Advertisers and agencies
currently using data standards
strategies are significantly more
likely to use data clean rooms
66%
use data
clean rooms
66%
of those using data clean rooms
agree that clean rooms agree
they are the standard for privacy
compliant data matching

24. Navigating AI
New Technologies

25. How is AI changing the data landscape?
● ChatGPT – November 30, 2022

26. POLL: Are you using AI tools in some form today?

27. AI & Ad Creative
2 in 5
are currently using AI for
ad creative
50%
considering using AI for
ad creative
Confidence in ability to properly tag and track all
assets created via AI
Not at all
Somewhat
Very

28. Getting Started
Tactics & Best Practices

29. The Four States of Data Standards Maturity
Emerging
Foundational
Advanced
Leading
No unified campaign
planning
Teams in silos
Limited data clarity
Decisions made
based on anecdotal
results
Pockets of strategy
Teams beginning to
coordinate
Basic measurement
of campaign results
Optimization based
on channel-specific
results data
Executive-led planning
on priorities
Teams aligned on
tracking and taxonomy
Consistent tracking
tied to strategic goals
Decisions made based
on uniform analytics
Regular, unified,
detailed planning
across channels and
teams
Fully automated,
governed processes
for uniform tracking
Detailed tracking tied
to strategic goals
Decisions made
at-scale based on
unified, rich analytics

30. What Can I Do to Improve?

31. Challenges
The
Marketer’s
Challenge
Assess Your Current Data Standards
Tab Tab Tab Tab Tab

32. Don’t Wait for Perfection
Implementation
Education and
Learning
Meetings per
team/channel
Configuration
Alignment
1-2 Meetings per
team/channel
Build 1-2 Weeks
Build Review Meetings per Team +
independent reviews
Launch

33. Collaborate with Teams and Agencies
MARKETING & AD OPs
CONTENT & CREATIVE ANALYTICS & BI
CUSTOMER EXPERIENCE

34. Summary
● Data Standards are essential to keeping
pace with the industry
● Advertisers struggle with aligning the right
content to the right audience, but often
write it off as the cost of business
● Advertisers are not very confident in their
ability to tie campaign performance to
specific data or creative assets
● Companies aren’t evolving fast enough in
the face of industry changes with privacy
and AI
Implementing data
standards practices leads to
tangible, positive outcomes
30%
Estimated average
ROI increase