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How can healthcare companies move the needle to achieve gender parity and the enhanced corporate performance that comes with it? How do we create real actionable change?

Each year at W2O, we conduct a study that examines how companies are maintaining or falling in relevance. If your organization is not considered relevant, sales, profitability, recruitment, retention, innovation, leadership and valuation will be affected. Because of the gender parity movement, and our belief that parity ultimately impacts a company’s bottom line, we took our Relevance Index a step further in 2019 by adding gender and diversity as a key measure of corporate reputation. In this inaugural report we address a number of key questions including:

  • How relevant were Fortune 500 healthcare companies on the topic of diversity in 2018 vs. 2017?
  • Did the nature of the language being used by companies and stakeholders changing year-over-year?
  • Were stakeholders searching for information on Fortune 500 healthcare companies’ diversity policies and positions?
  • What were the most diversity-relevant companies doing and saying?
  • What are their employees saying in reviews and advice to management as relates to diversity and inclusion?

To learn more, download the whitepaper below.





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In the hyper-paced world of digital marketing and analytics, marketers are often hard pressed to keep up with the constantly changing news of the day. Between planning, executing and optimizing campaigns who has time to dig through the news to find relevant industry updates?

Seeing that this is an issue for most of our clients, we often cut through the noise and deliver updates on the most impactful trends in digital marketing and analytics. Now we’ve decided to open these insights up to everyone by publishing a weekly roundup of the most important news.

Here’s what our team of digital marketing and analytics experts are keeping track of this week.

  1. Digital Ad Spend Will Surpass Traditional in 2019: It was always a question of ‘when’ and not ‘if’ digital marketing spend would surpass tradition. Now, according to eMaketer’s latest forecast, 2019 will be the year that digital finally takes up a larger piece of the ad dollars pie. Probably the most interesting detail in the report is Amazon’s continued surge in gaining market share as advertisers continue to look for a way to diversify spend beyond Google and Facebook.
  2. LiveRamp Offers Identity Resolution Free to DSPs: This is a big one. LiveRamp is the leading data onboarder, helping brands match their target lists to the cookies and devices of the people they want to reach. Currently Demand Side Platforms (DSPs) license LiveRamp’s identity resolution capabilities. But reporting from AdWeek claims that LiveRamp will soon make this service free to all DSPs. This move would further increase the network effect for LiveRamp and draw more players into using the service for identity resolution across the digital marketing landscape.
  3. Connected TV is Taking Over Video Impressions: Extreme Reach released a report on video advertising and the conclusion was clear, Connect TV (CTV) is taking over! Over the course of 2018, CTV went from 15% of the video ad market to 44%. As the ability to target and tailor messages on CTV has increase, marketers have started to include it as part of their mix more frequently. Part of the reason is that the CTV space is less noisy relative to the digital environments of other video ad placements. We expect CTV to gain importance and eventually become a vital part of almost any marketing mix.
  4. UserTesting Tests Chatbots in Diagnosing Patients: At W2O, we often recommend chatbots to clients as a way to help deepen engagement with users as well as educate them. That’s why we were so curious about the results of a recent UserTesting study in which a chatbot was used to give patients a medical diagnosis. The results are a bit mixed but there are some fascinating findings in the study. For example, establishing brand credibility before making a diagnosis is key to getting past patient’s initial hesitations.

Those are the four pieces of news we are watching closely this week. Watch this space weekly as we’ll continue to keep you updated on digital marketing and analytics trends.

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W2O won one of my favorite awards in marketing and communications a couple of weeks ago: the Holmes In2 Sabre Award for Best Marketing Technology. What I love about this award is that it recognizes achievement in scaling great work, rather than recognizing a one-off campaign. It’s our second Best Marketing Technology win in as many years.

I’ve always suspected that campaign-based awards, which are so prominent in our industry, perpetuate the ubiquitous hero-culture at agencies. While this is a bit of an oversimplification, I’m sure all of you agency veterans know the story: A rock-star creative director, strategist, analytics pro, or similar, creates a one-of-a-kind project for a client, something so complicated, cool and amazing, it’s impossible to imagine anyone else doing it. The resulting campaign is unequaled. The individual(s) who created the campaign are indispensable.

I absolutely don’t mean to be a downer about rock-stars and amazing campaigns. But it is more important to recognize the creative individuals that go one step further and make their talents or ideas scalable, allowing far more people to execute like they do. Those are the people that make agencies great and, ultimately, allows us to deliver better services to our clients.

David Chang, the guy behind the Momofuku restaurant group and creator of, hands-down, the best business-related podcast in 2018, provides a good analogy in the restaurant industry:

“You want to make dishes that people can execute. My biggest pet peeve is when I see someone I’ve promoted to be a chef or sous chef and they put something on the menu and it’s delicious and it’s super [effing] cool, but only they can execute it. What’s the point? [The Chef’s] job is to make everyone as successful as possible. Why would you want to set up [your cooks] for failure by making a dish that they can’t do?”

It’s obviously a different business model. But the gist of what David’s saying is the foundation of our analytics practice at W2O: high quality and repeatable products that can be executed by as many people here as possible.

To that end, I’m very proud that we won the In2 Best Marketing Technology award again this year. We won for a product called Magic-8 Ball that uses organic search data to understand audience’s mental maps of various topics, the language they use to describe those topics, and how we can target them across a range of digital PESO activations.

The approach was conceived by W2O’s search lead, Alan Garcia several years ago. It was something, initially, he was doing manually. Then he wrote some Python code to capture the process and automate some of the more monotonous features of the analysis. With help from some of our software development team, it now has an appealing and easy-to-use UI and most (if not all) of our analysts use it regularly. It’s a great example of a creatively-minded analytics chef taking something that would otherwise be too complicated for anyone else to execute, and making it accessible to everyone. Alan’s also a big foodie, so I think he might have been inspired by David Chang’s podcast. Just a guess.

There’s obviously a place for recognizing amazing work and providing a platform for others to see these case studies and congratulate a job well done. But hero (or campaign) worship is a toxic recipe for growth, for both an agencies’ client base as well as the career development of its staff. I hope everyone joins me in pushing our industry to create awards that recognize agencies that deliver high quality work, time-and-time again, because they’ve developed the right methods, tech and processes to make everyone at the agency/company successful.


If you’re interested in learning about W2O, check out our About and Analytics pages.

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Privacy and data protection regulations impact the work of every advertising, marketing and PR communications professional around the globe, and the focus on privacy by consumers and regulators continues to increase. W2O’s team is tracking the most important news and changes that directly influence our industry, including the latest on legislation, new privacy technology, enforcement actions, analysis and thought leadership in privacy and data protection.

Here’s the latest news we’re paying attention to right now. This week’s updates include Washington State’s proposed Privacy Act, the California Governor’s proposal for a data dividend, and updates on the success of one of the first companies singled out for GDPR violations.

Washington State Proposes Privacy Act

Washington State is considering privacy legislation similar to Europe’s General Data Protection Regulation (“GDPR”). SB 5376, now in committee review, grants Washington resident’s new rights regarding their personal data – including the right to access their data, withdraw consent and to have their data deleted. The bill refers to the GDPR specifically, noting that “Washington residents deserve to enjoy the same level of privacy safeguards.”

What this might mean for brandsIn the absence of federal legislation, and as the California Consumer Privacy Act (CCPA) comes closer to going live, other states are now pushing forward with their own data privacy legislation. Brands should be preparing now for what could become a complex compliance landscape by embracing transparency and developing processes for handling consumer access and deletion request.

California Governor Suggests “Data Dividend”

Governor Gavin Newsom of California suggested in this first State of the State address that “California consumers should also be able to share in the wealth that is created from their data.” He also praised the CCPA saying “consumers have the right to know and control how their data is being used.” No proposal has been released yet.

What this might mean for brands While such a move would be uncharted territory, the continued conversation around data privacy should cause brands to focus on their own data use and protection. Minnesota Senator Amy Klobuchar recently launched her presidential campaign with a platform specifically calling for online privacy. Brands should expect continued and increasing focus on data privacy and protection.

Data Location Vendor Works with Regulators on Consent Model, and Achieves 70% Opt-In

French location intelligence company Teemo was one of the first organizations called out by regulators under GDPR for being non-compliant. At that point, Teemo worked with the French regulator CNIL to develop specific consent language and processes, which it is now enabling broadly across their platform. Mobile apps which include Teemo technology now clearly state that the app is free because it is supported by third party advertising and the use of the phone’s location. There are also links to the specific third parties data is shared with.

Teemo’s CEO Benoit Grouchko has recently said that “we now see opt-in rates that can go as high as 80 percent when we’re transparent.” He went on to say “not only has the market survived, but it has come out better because it’s much more sustainable now.”

What this might mean for brandsBy embracing transparency, Teemo has shown that privacy legislation has helped rather than hurt their business, and that fears of massive loss of access to data have not come to pass. As U.S. privacy legislation comes to the forefront, brands should now be using transparency and data protection as a key differentiator that drives deeper engagement.


If you’re interested in learning about W2O, check out our About and Analytics pages.

Want to chat? Drop us a line.

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As Marketers and Communicators Increasingly Rely on Analytics and Data for Social Behavior and Digital Experience there is still a major gap in Confidence 

Comprehending consumer movement across the purchase stream is critical for sales velocity and brand relevance.  In a digital environment, fueled by social interactions, such behaviors and actions are tractable providing a treasure trove of information and knowledge from which to develop strategy and plot programming.  In effect, a marketer’s dream.  However, the reality today is that such data and analysis is not leading to precision in engaging customers and building long-term relationships that create innovation and differentiation.

The culprit?  Insight.

Data without Insight is just information. Insight provides the contextual understanding and acute clarity of how data is connected and related to view a piece of information in a broader setting.  Insight, then, gives meaning and utility to data and analysis.  It ultimately can separate a brand from a competitive offering. But Insight is not a slam dunk.

Interestingly, marketers and communicators are incorporating data into their strategic decision-making without the critical Insight necessary to capture the permutations and combinations of information that generate true knowledge. So, what is it about Insight that eludes even the most sophisticated marketers and communicators?

In our experience, there are three components of Insight often ignored or discounted:

  1. Time  Pouring through data takes time especially to connect the dots among findings and observations and moving to discernment. Given the pace of business, taking the time to truly get it right is sometimes rationalized.  As such, findings and observations are often served up as Insight resulting in a suboptimal investment and missed opportunity in the marketplace.
  2. Expertise – Leaving Insight to just the analysts or data scientists is short-sighted and dangerous. Certainly, they need to be part of the discussion but also having the experts from specific clients, customers, market segments, channels, etc., leading the effort is very important to choosing the right data and gaining the inspiration inherent in Insight optimization.  It must be a team approach.
  3. Ensuring Business Focused Data at the Outset – Often, the lack of Insight is a byproduct of poor analytics at the beginning.  If you are not seeking information the drives the business the ability to gain a more holistic view and granular view of the organization’s market environment is forfeited.

Where we have seen Insight deliver unfair advantage these elements were all in place. It’s about developing the right capabilities and skills to discover answers by translating data into actionable Insight to solve business challenges or exploit unseen opportunities.  It’s really about seeing with a new lens and capitalizing on the troves of data out there that form a picture of an organization’s reality.

With the universe of data and technology available today just gathering information is nothing more than table stakes.  The winners are the brands and organizations who realize that Insight is the real value add in how they go to market, recruit, retain employees, and innovate. And while the world is constantly evolving, being smarter and clearer about stakeholders – needs, expectation, movements, behaviors – is where the game is always being played.  To remedy this problem, 2019 must become the year of Insight.

Who knows what you might find about yourself and customers that even they don’t realize?

Adam         


If you’re interested in learning about W2O, check out our About or Analytics page.         

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In the hyper-paced world of digital marketing and analytics, marketers are often hard pressed to keep up with the constantly changing news of the day. Between planning, executing and optimizing campaigns who has time to dig through the news to find relevant industry updates?

Seeing that this is an issue for most of our clients, we often cut through the noise and deliver updates on the most impactful trends in digital marketing and analytics. Now we’ve decided to open these insights up to everyone by publishing a weekly roundup of the most important news.

Here’s what our team of digital marketing and analytics experts are keeping track of this week.

  1. Facebook Opens Up Brand Safety Partnerships: Facebook has long been in beta with brand safety vendors DoubleVerify and OpenSlate to help brands ensure their content is being represented responsibly. Last week, Facebook opened the program to all brands. This brings Facebook up to parity with most other publishers. However, it may also create an extra bit of trust that Facebook desperately needs at this point with both advertisers and consumers alike.
  2. Qlik Acquires CrunchBot for Conversation Analytics UI: There always seems to be news coming out regarding chatbots and natural language processing (NLP), regardless of how enthusiastic consumers actually are about the platforms. Qlik’s new acquisition of CrunchBot continues the trend of interesting news with a questionable amount of utility for end users. The acquisition is meant to create a platform where users can make analytics queries through chat/voice UI like Slack or Alexa. The concept is certainly more convenient for many users than using code like SQL to retrieve data. However, given the current accuracy with most chatbots and voice assistants, data queries seem like a tall task.
  3. Confluent Raises $125mm to Further Event Streaming: Real-time event processing vendor, Confluent, raised a staggering $125mm to further build out its platform. Event processing consists of tracking user actions in real-time and making them available for other systems to act on. For example, a user’s action may trigger an alert or an update to a predictive model. This investment highlights the importance not only of data itself, but also how quickly that data becomes available.
  4. Salesforce Bolsters Datorama’s CDP Capabilities: There was some exciting news in the world of Customer Data Platforms (CDPs) last year when CRM giant, Salesforce, purchased Datorama. It seems that Datorama has taken that investment and quickly reinvested it into enhanced features. Last week it was announced that users would now have access to a slew of new features around analytics and activation. We see CDPs as a marketer’s best tool yet to attain the coveted ‘single view of the customer’ so its exciting the see the space generally, and Datorama specifically, continue to evolve.

Those are the four pieces of news we are watching closely this week. Watch this space weekly as we’ll continue to keep you updated on digital marketing and analytics trends.


If you’re interested in learning about W2O, check out our About or Analytics page.

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Privacy and data protection regulations impact the work of every advertising, marketing and PR communications professional around the globe, and the focus on privacy by consumers and regulators continues to increase. W2O’s team is tracking the most important news and changes that directly influence our industry, including the latest on legislation, new privacy technology, enforcement actions, analysis and thought leadership in privacy and data protection.

Here’s the latest news we’re paying attention to right now. This week’s updates include updated ICO guidance on General Data Protection Regulation (GDPR), predictions for 2019 GDPR enforcement, and the California State Attorney General announcing public forums on the California Consumer Privacy Act (CCPA).

The UK’s Information Commissioner’s Office (ICO) has released new guidance specific to personal data

The guidance is intended to provide more details on the definitions of personal data, how pseudonymization and anonymization should be used, clarifications on online identifiers, further information on the meaning of “data which may relate to”, and several others points.

What this might mean for brands 

 The updated guidance does provide more clarification on some points, particularly for those data processors who use pseudonymization and anonymization as a method of compliance. Brands using these approaches when dealing with personal data should review the new guidance and take appropriate steps.

Observers predict 2019 GDPR enforcement will increase in momentum

With consumer complaints under GDPR increasing, including those from advocacy groups through the use of a collective redress mechanism in Article 80, analysts are predicting that 2019 will see a ramp up of enforcement and fines. France’s Commission nationale de l’informatique et des libertés (CNIL) has already issued several warnings and fines, including a recent 250,000 Euro fine against Bouygues Telecom. Portugal’s supervisory authority also recently fined Centro Hospitalar Barreiro Montijo 400,000 euros.

What this might mean for brands 

While it appears regulators are giving most firms an opportunity to come into compliance, it is likely that the larger investigations which began in 2018 will reach their conclusions in 2019 and we will see more impactful actions by the data protection authorities. Regulators may also provide more clarity on the viability of consent mechanisms such as consent strings. Brands should pay close attention to these developments, and if they haven’t already done so – take action to become fully GDPR compliant.

California Attorney General announces public forums for CCPA

The California Attorney General announced six public forums across California on the CCPA, to provide “an initial opportunity for the public to participate…in the rulemaking process.” Hearings will take place during January and February, and written comments are also invited. Observers suggest that this early action may indicate that the attorney general intends to have rules for enforcement ready before the final July 1, 2020 deadline.

What this might mean for brands

Consumer rights group are already calling out what could in the future be considered violations of CCPA, including Google’s most recent Google+ security failure in November and Facebook’s sharing of private data. Brands who process the data of residents of California should be reviewing their data privacy protection programs now, as the legislation includes a 1-year lookback window and the attorney general may have regulations ready sooner rather than later.

* The opinions expressed in this post do not constitute or represent legal advice. No liability is accepted by the authors or W2O Group for any action taken or not taken based on the information or any associated communications.


If you’re interested in learning about W2O, check out our About and Analytics pages.

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Analytics uplift organizations and brands. They provide a line of sight to things that otherwise cannot be seen. They provide a narrative that is better aligned with the marketplace because it reflects reality. Analytics balance arguments and raise assumptions. In 2019, leaders and managers face major challenges in steering their businesses to ensure growth and relevance. This business priority finds itself squarely in the performance target of communications and marketing executives.

For the healthcare industry, how should companies incorporate analytics into business advantage?

The key is recognizing analytics are just the engine that propel corporate change. The fuel is the insight that provides advantage. The data collection itself, while important, is only valuable when it’s mined for unique insights, behavior patterns, influencer ecosystems, opinion formation, process improvements, innovation trends, and information tendencies, etc. As healthcare leaders assess their strategic capability this year, there are four considerations that are meant to capture the Zen necessary to handle analysis and act on insights for enterprise excellence:

  1. What are you searching for? It might not be what you need. The great thing about analytics is uncovering new clues about the business and the market and important activities on education, unmet need, purchase, interest, engagement, advocacy, and information consumption. Honing your data accumulation approach to discover nuance in how you conduct business will raise the level of confidence and knowledge amongst your stakeholders.
  2. How many internal functions can be connected? Data and insights are the great equalizer inside organizations. They can also become a divisive force. Your analytics need to bring together multiple groups, providing a pathway to understanding and integrating planning and execution. Upfront discussions must involve a wide spectrum of key people with diverse responsibilities but a common goal to discern the relevance of the organization. As such, your analytics effort must capture a wide and deep range of data reflecting how and why stakeholders interact with the company to ensure a more consistent and sustainable result.
  3. What is the insight telling you not to do? The typical reaction to comprehending insights is to look at what the benefit is to the organization. However, viewing insights for what they signal not to do provides even more value in ending less effective practices.
  4. Can you create a different reality? Employing analytics to view aspects of the business currently driving differentiation, growth, costs reduction and innovation has the potential for an entirely new and different landscape. The insights from such analysis can generate better services, different infrastructures, new markets, greater engagement and optimal outcomes.

Analytics and the insights generated can be defined as Zen like because it keeps the organization in a constant state of becoming, learning, and sharing. Data drives the insights and the insights lead to deeper discovery into delivering for patients, physicians and healthcare stakeholders overall. As 2019 unfolds, organizations that commit to managing based on data, analysis, and insight improve the ability to connect in a more meaningful and relevant way and win in the marketplace increasing the business IQ exponentially.

Maybe it’s time to ask yourself, “What Don’t I Know?’

Jennifer


If you’re interested in learning about W2O, check out our Analytics and Healthcare pages.

Want to chat? Drop us a line.

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Privacy and data protection regulations impact the work of every advertising, marketing and PR communications professional around the globe, and the focus on privacy by consumers and regulators continues to increase. W2O’s team is tracking the most important news and changes that directly influence our industry, including the latest on legislation, new privacy technology, enforcement actions, analysis and thought leadership in privacy and data protection.

Here’s the latest news we’re paying attention to right now. This week’s updates include a 60 Minutes news feature on GDPR, Dutch Regulators finding Microsoft GDPR violations, and new surveys indicating the rising importance of privacy protection for both consumers and marketers.

GDPR and the Marriott Mega-Breach

Last week Marriott revealed that a Starwood guest reservation system had been hacked in a breach going back to 2014, potentially exposing the personal data of 500 million people. It is not currently known ifMarriott reported the breach to EU data protection authorities within the 72hour maximum allowed by GDPR – but assuming that data of those based in the EUis included in the breach, Marriott could face a massive fine. That said, it is likely that any fine will depend on how quicklyMarriott acted and an investigation will likely take many months.

What this might mean for brands

Adding fuel to fire, this breach is already causing US senators to call for both data breach penalties and more robust privacy laws. Specific to GDPR, attention will be given specifically to “data protection by design” and “purpose and usage limitation” clauses. Expectations of data privacy will continue to rise, particularly for brands who hold very sensitive information such as passport data. Brands who hold personal data should expect further media and public attention, and be prepared with full data privacy programs.

Irish Data Protection Commissioner Investigates LinkedIn

A recent report published by Ireland’s Data ProtectionCommissioner (DPC) lists several investigations that have previously been widely known about, including Facebook and several others – and it also included an investigation that had not been previously reported detailingLinkedIn’s use of email addresses to target advertising. The DPC discovered that LinkedIn had obtained 18 million emails from non-members, and used these to advertise for new members on Facebook. The DPC indicated the complaint was ultimately resolved thanks to LinkedIn making several changes that stopped the use of the data in question – although it is not clear how LinkedIn obtained the email addresses.

It was also revealed in a resulting audit that LinkedIn was using algorithms to “suggest professional networks” for non-members in attempts to get more people to join. The DPC ordered LinkedIn to cease the “pre-compute” process and delete all personal data associated with it. Fines have not been issued, likely because the infractions mostly took place before GDPR came into effect.

What this might mean for brands

Brands should be conducting comprehensive audits of their data sources and uses as part of their overall GDPR programs. Particular attention is being paid by regulators to third party data usage for marketing, and documentation of the lawful basis of processing, and if needed consent, are key to ensuring compliance.

‘Consent String Fraud’ Worries Appear

Consent strings were first created by the Interactive Advertising Bureau (IAB) Europe as a relatively easy method for tracking consent between various parts of the advertising technology ecosystem. These numeric strings act as a record of consent combined with vendor id numbers assigned by the IAB, and Google has their own version which is not interoperable with the IAB version. This record is then used by adtech to determine if personalized ads can be served or not with a simple 1/0,Yes/No verification.

Unfortunately, it’s relatively easy for vendors to either mistakenly or fraudulently change a 0 to a 1. Errors can and do occur when moving back and forth between the IAB and Google frameworks – which is a technical challenge to solve, and changing the value as part of an ad fraud scheme is also happening. It is currently unclear how regulatory authorities will react, and legitimate vendors are beginning to express their worries.

What this might mean for brands

With GDPR well established and California’s CCPA on the way, brands should be auditing their ad tech ecosystem to ensure their consent frameworks are compliant with all applicable legislation.


If you’re interested in learning about W2O, check out our About and Analytics pages.

Want to chat? Drop us a line.

 

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