The catch up has landed!
DMPs (Data Management Platforms) are no longer popular with marketers. After the Wow effect sales pitches from various solution providers, reality has kicked in again. DMP’s have even been called a failure – due to insufficient ROI, nasty surprises during technical integrations and too large a gap with data protection/confidentiality issues, that have finally convinced marketing managers to abandon using them. Indeed they’re pulling the plug on their contracts en masse! Some of the major issues include:
- Insufficient data to feed the platform: some advertisers have had to use third party data providers which skyrockets the bill.
- Connections and integrations (particularly to advertising purchasing systems) voluntarily restricted by publishers.
- DMP use cases that are totally incompatible with the current legal requirements (GDPR and CCPA), in particular on the management of cookies.
- Limited in-house human expertise to operate the tool.
- A lack of responsive and qualified support from publishers.
The DMP market has not been able to adapt, and the even the best sales pitches will find it difficult to make up for the shortcomings and drawbacks of this technology.
The French privacy police announced new guidelines last July. The draft recommendation on “cookies and other trackers” was published in early January, and a public consultation with professionals and civil society was launched. It aims to set out the practical arrangements for obtaining consent in France. In its recommendations, the CNIL also recalls the cases where consent is not necessarily required, in particular when the deposit of trackers is necessary for the provision of an online communication service such as audience measurement (under certain conditions, such as retention time).
Chemistry of Emotions
The abuse of emotion is not recommended in marketing. However, emotion is a powerful trigger for actions (and purchases!), which responds to the primitive need to ensure one’s survival. Overexploited by marketers, certain cognitive biases have proven their effectiveness in influencing behaviour. The techniques consist of highlighting a single characteristic of a product (marketing bias), facilitating physical access to it, and playing on the identification (authority bias), attachment or mood factors of individuals. However, these nudge marketing mechanisms are so well known that consumers have developed the ability to control their impulses. And this applies to the smallest of everyday purchases. The result? The chemistry of emotions does not work systematically. Studies show that in 2019 happiness is associated with better consumption. Albert Moukheiber, PhD in cognitive neuroscience, advocates ethical design at the service of real needs, even if it means losing engagement and thus reducing profit margins. It also defines a brand’s commitment to these ethical issues by the level of risk it takes: If the brand doesn’t take a risk in making a commitment, it’s greenwashing. These ethical design approaches will be discussed at the UX Conf in March. We’ll be there!
The complex relationship between journalism and the use of data (article here in French) looks back at the history of metrics, the dependence of certain editors on their algorithms, the power of numbers and the responsibility of the person who delivers them. Measures can be a source of constraints (even pressures) but can also be effective when understood and used as part of an appropriate strategy, as the Guardian editorial team has done. The question that remains unanswered is the role of metrics in journalism’s relationship with its audience: will they be able to restore trust in the media? The latest edition of France Télévision’s innovation Lab offers further insights into understanding the media and analysing trends.
Science and viz
Science suffers from bad data viz that confuses readers and can even mislead scientists. Incorrect data visualisations can affect or even undermine science research. With more and more scientific images circulating on social media (climate change, epidemics, etc.) the risk of misunderstanding phenomena explained by science to the general public is real. The Knowable Magazine has reviewed the quality (not great) of data visualisation in science and suggests some areas for improvement: choice of graphs, colours, etc. A complete overview of the main points of interest in data viz.
This month, there’s a special mention for the Bordeaux-based app GEEV which allows individuals to donate and exchange objects and food products. It’s a welcome initiative to give a second life to material objects and also to avoid food waste. The principle of this eco, social and responsible app is to add the objects you want to get rid of, with description, photos and location. GEEV users can then consult your object file and contact you if they are interested. To be downloaded ASAP!
To promote its new series, the BBC has launched an original advertising campaign with shadows of bloody stakes planted on billboards. In broad daylight the illusion is complete, but as soon as night falls the panel lights up and the shadows cast by the stakes form the profile of Count Dracula. Check it out if you happen to be wandering the streets of London or Birmingham at night.
See you soon on the Internets!