Interview with CMO, Blis – Diane Perlman
“The industry’s thirst and demand for trust and transparency spurred on by the implementation of GDPR is already having a major impact and brands want to work with martech partners who can deliver on this and help them meet their KPIs too.”
1) Tell us a little bit about your role and how you got here.
I have the privilege of joining Blis as their CMO and the first woman on the company’s leadership team. With my agency-side, large corporate, as well as startup experience and having spent the last 10 months as CMO of another top ad tech scaleup – this role seemed like a perfect fit for me and for Blis.
2) Given the massive proliferation of marketing technology, how do you see the martech market evolving over the next few years?
The growing influence of AI will continue and get even stronger and we will see blockchain come into its own and evolve as the industry begins to understand the real power and use cases that work. However, brands and agencies that thrive and survive will be the ones that can expertly apply data insights from their tech stack to their marketing strategy and use it to enhance their storytelling as well as drive ROI.
3) What do you see as the single most important technology trend or development that’s going to impact us?
The industry’s thirst and demand for trust and transparency, spurred on by the implementation of GDPR, is already having a major impact and brands want to work with martech partners who can deliver on this and help them meet their KPIs too. The companies and technologies that can deliver this will rise to the top.
4) What’s the biggest challenge that CMOs need to tackle to make marketing technology work?
I think it’s important not to get caught up in technology just for technology’s sake – if it offers real enhancements, efficiencies and results then it’s worth considering – from personalisation, to collaboration – the biggest challenge is making sure you have your head around what each technology can deliver, how they can meet your needs and integrate with other tech your team is using, and then embracing the ones that work.
5) What’s your smartest work-related shortcut or productivity hack?
My top productivity hack is to know what time of day you are at your most productive and block out that time to tackle your toughest challenges (or eat the biggest frogs, as they are sometimes called). For me it’s 1st thing in the morning – so I get in early and try to get a solid couple of hours at my desk during my peak productivity time.
6) How do you prepare for an AI-centric world as a marketing leader?
I think it’s about, first, understanding AI and its applications and, second, ensuring that it is used where it can help move the needle. There is so much it can potentially do from personalization to engagement, better conversions, more relevant content creation – the key is to make sure you’re using the right tools for the right reasons.
7) What is the core marketing technology capability of your firm that you bring to a marketer? Where does your product fit in vis-a-vis the customer lifecycle?
Blis’ proprietary technology and platform helps agencies and brands use location data to better understand consumer behavior, allowing for effective targeted advertising to drive business outcomes. Advertisers must capitalize on these insights for meaningful marketing experiences across devices, whether at the top of the funnel for awareness goals or bottom of the funnel for purchase objectives.
8) Are there any new features or upcoming upgrades that you’re excited about and would like to give us a sneak peek into?
Blis recently launched a blockchain platform to add transparency to the digital advertising ecosystem with IBM and Unilever. Marketers will benefit from the new capability, as they can transparently validate data provenance and understand individual providers GDPR compliance.
Additionally, in Q4 of 2017, Blis announced partnerships with Oracle Data Cloud and IRI to provide brands with a comprehensive understanding of consumer behavior both on and offline. By coupling Blis’ advanced location behavioral data with our partners’ information about consumer purchase histories, store memberships and app usage, we can help marketers better understand and leverage consumer behavior both online and in the real world to effectively optimize digital campaigns and measure sales uplift.
9) Can you share a screenshot of the homepage of your smartphone (iOS/Android/other)? It would be interesting to see some of the apps you personally use on a daily basis to get things done and stay on top of your day
Apps you’ll see on my phone’s home screen are:
- Email apps
- Tri Yoga
- Citimapper & Here maps
- Open Table
I purposely keep my social media apps on the 2nd page – grouped in a folder -in an attempt to help me resist the urge to check them too often.
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