Efficient use of data and technology has the potential to supercharge a brand’s marketing but it’s absolutely vital to get fundamentals such as data privacy right before pushing forward, according to Raja Rajamannar, Chief Marketing Officer at Mastercard, at the Brand Marketers Creative Summit at Cannes Lions in June.
Rajamannar is co-leading the data and technology workstream of the CMO Growth Council, a collaboration between the ANA and Cannes Lions. The Growth Council gathers 30 leading Chief Marketing Officers from a variety of categories to create collaborative agendas on pressing issues in the marketing industry.*
Rajamannar offered lessons from his own experience at Mastercard on implementing a successful data and technology strategy. Managing expectations on investment and measurability are key, he believes, warning that a “marketer’s appetite is much bigger than their budget” when it comes to technology and “that which you cannot measure, you will not invest in.”