With a new data analytics and database product launched by Google just recently, there is never a dull moment for Head of Data Platforms at Google Australia, Wendy Glasgow.
Looking after both the DoubleClicks and Google brands, with a focus on data, analytics and measurement, Glasgow works across internal programs and clients and leads the search giant’s data partner integrations. She also works closely with clients to assist them in developing integrated data, analytics and marketing strategies.
Glasgow’s Bachelor degree in IT and another in Law coupled with her experience in technology spanning across Europe and Asia Pacific, working with brands such as AOL, Microsoft and News Corp, has cemented her reputation as a leading expert in data and technology.
Glasgow delivered a presentation on ‘Defining and implementing technology to drive customer conversion and retention’ at ADMA’s Data Day 2017.
In the lead up to the event we threw 5 questions at Glasgow to get a glimpse into her data-driven world.
1. What is a typical day like for the Head of Advanced Data solutions and Innovations at Google?
My days vary quite significantly as I work across both internal program and with our clients. I have a lot of discovery sessions with clients, understanding where they are and where they want to get to and then develop incremental programs to help them get there.
I also spend time working with internal Google teams, those that support our clients using Google products and services as well as those who are defining and delivering new capabilities in the data and advertising products. Google has a number of exciting changes to advance the cross device audience reach challenge, which means there’s a lot of new information to consume.
2. What made you interested in the world of data?
Data has been a key part of all of my jobs, but I didn’t really see it as something I ‘did’ until I was given a data & analytics portfolio in a previous role where I focused on developing a data program to deliver commercial outcomes for the broader business. It’s impossible to avoid data in any role - both in and out of tech, and I see it as a powerful differentiator and something that should be developed. I’m practical and pragmatic and I love designing solutions to things, and with data, there are so many opportunities to be creative.
3. Why has data become the most valuable asset today?
I believe data always has been the most valuable asset, but I think organisations have only started to see it as an ‘asset’. There has been a shift in focus towards using data to power business, rather than just be an output of it. Understanding the levers and drivers or revenue of any business is critical and will help a small business grow and a large business thrive. New businesses are built with data at the core, using it to understand cause and effect and drive all business decisions. There is really no way to ignore it in today’s climate, the challenge is working out the right ways to build and maintain the ecosystem and ensure that it’s used in meaningful ways.
4. How does technology drive customer conversion and retention?
Technology is such a core part of customer conversion and retention, because it's the pipes that deliver the right message to the right person at the right time - the age old marketing challenge. Given the cross device, multi channel nature of how consumer engage with content today, having the right technology stack, powered by the right data should be at the heart of businesses agenda.
5. How do you think data and technology will change marketing in the next 5 years?
I believe in 5 years’ time, cross device user mapping will be significantly developed to simplify and remove a number of complicated processes and tech solutions that exist today. I feel there will also be much more of a focus on customised dynamic creative and bidding to deliver engaging unique messages to the right customers.
From a business perspective, I hope to see them move away from fragmented marketing approaches and evolve from the typical campaign driven marketing to a customer profitability data driven approach that spans the whole business.