Anna Kucenic

As the marketing function becomes more reliant on data and process automation, a new layer of tools and compliance issues are starting to come into the marketplace, getting marketers to think differently about how they execute and measure their marketing plans. Procurement and Legal should be getting involved to make sure the contracts, and level of service, fit the needs of the company to keep costs in check and data secure, and also ensure the investment can produce returns. But what exactly should procurement be looking for?
Discuss with your peers:
• How to contract a third party data management supplier
• Building the data architecture for servicing a marketing program
• Making marketing smarter by inputting better data
• Who should own and manage the data?
• What to do in case of a breach, and how to limit indemnification
• How much data you’re comfortable with suppliers storing
• Onboarding and leveraging data
• Converting data into actionable marketing intelligence