Magic Numbers: Marc Williamson on Leading with Kind and Ethical Use of Data
Marc advocates that, despite technological strides in marketing, human involvement remains crucial in all customer interactions. This ensures ethical and empathetic outcomes prevail.
With over a decade of experience in technical and data consulting, he's traversed diverse industries – from telecom to consumer goods, finance, and startups – with successful projects in advertising, crafting experiences, and fostering relationship loyalty.
Marc's journey at R/GA is anything but conventional; he's rewriting the script. He's amped up the agency's 'Marketing Sciences' offering to launch 'Data Labs’. This evolved capability goes beyond Data Analysis and SEO, encompassing Data Science, Growth Marketing, and Data Engineering, all tailored to meet changing client needs. Leading work across the APAC region, Marc collaborates with brands like Toyota, Google, and The Australian Government.
Marc works at the intersection of data, tech, and strategy. Whether it's reshaping analytics, as data product owner, or orchestrating game-changing customer data platforms. He played a pivotal role in establishing and energising customer data platforms, shaping reporting systems, and aligning data with business objectives through precision-driven measurement frameworks.
LBB> What’s the number one question that clients are coming to you with when it comes to how they can better use data to enhance the creativity of their content and experiences?
Marc> When our clients ask us questions, it usually comes down to two main points:
First, they want to know, "What tools and technologies do you use to give us unique insights that can really boost our marketing performance?"
Then, they ask, "Other agencies haven't really shown us how effective our campaigns are. What's different about R/GA?"
At R/GA, we're taking audience intelligence to a whole new level. We go beyond the usual qualitative methods by using techniques like independent research and analysing user intentions through Google Search. This helps us provide insights that are solid, backed up, and quantifiable – all part of how we bring superior audience insights to the table.
When it comes to campaign effectiveness, we have a secret sauce. Especially with budgets getting tighter, the old metrics like awareness and brand consideration just don't cut it anymore. We're diving into more significant changes, looking at how campaigns drive genuine incrementality for brands.
LBB> How can you make sure that data is elevating creativity rather than forming a wind tunnel effect and knocking all the interesting or unique edges off that make something distinctive?
Marc> It's about feeling totally at ease with solid insights. And then, watching your creative team dive into their execution ideas without limitations. That’s the magic of working in a creative innovation agency like R/GA – and I’m very lucky to be rubbing shoulders with some seriously brilliant creative minds.
Unlike other places where data might seem like a creativity roadblock, at R/GA, it's the key element that delivers creative excellence. Data reveals past successes and guides us to ask the right questions about our work. This empowers us to create effective creativity without limiting the final outcome from the beginning. It's all about staying open and letting innovation take its course.
LBB> More brands are working to create their own first party data practice - how can a brand figure out whether that’s something that is relevant or important for their business?
Marc> First-party data isn't some shiny new best practice; it's the result of a solidly performing marketing team. Nowadays, brands just can't function without first-party data right at the core of their marketing. It’s the driving force of audience insights and CRM programs.
For brands wanting to invest in modernising their first-party data approach, step one is making sure they're set to handle it in a kind, ethical and responsible way – especially with the new Australian data reform heading our way.
And for those brands that want to level up their first-party data game, it's all about taking small steps forward. Start with a clear plan for how you'll actually put this data to work.
LBB> What are your thoughts about trust in data - to what extent is uncertainty and a lack of trust in data (or data sources) an issue and what are your thoughts on that?
Marc> Every brand or agency should be a bit skeptical about the quality of the information they're handed. Who hasn't faced the frustration of looking at a totally inaccurate report?
The saying "garbage in, garbage out" is spot on here. If you feed in bad data, you're not going to get shiny intelligence out of it – for the business or for sparking creative ideas.
Brands and agencies need to double-check and make sure the data they're working with is the real deal.
So, when it comes down to it, building trust in data means digging into the sources, and making sure everything lines up. Because let's be honest, without a solid base of reliable data, making smart decisions is just wishful thinking.
LBB> With so many different regulatory systems in different markets regarding data and privacy around the world - as well as different cultural views about privacy - what’s the key to creating a joined up data strategy at a global level that’s also adaptable to local nuances?
Marc> Crafting a global data strategy that suits every local need? I don’t think that’s possible - it won't get the job done with the precision or technical and cultural nuances it needs.
Navigating data rules and privacy across different markets, while respecting various privacy perspectives, is a real challenge. As someone who leads work across APAC, I'm all about the unique needs of this vibrant region – it can be complicated and lively given the large cultural complexities.
LBB> The key to mastering a global strategy?
Marc> Aim higher. Set a first-rate operational standard for your data strategy. That way, changes in data regulations won't catch you off guard.
This strategy becomes a base that local markets can shape for their needs while staying true to the big principles.
LBB> What does a responsible data practice look like?
Marc> It all begins with being careful and taking prudent steps. A modern data approach means putting customers ahead of brands. Practice leaders need to pave the way, providing teams with tools and time to grasp ethical data use. And as the data landscape shifts, let your ethical practices grow with it.
LBB> In terms of live issues in the field, what are the debates or developments that we should be paying attention to right now?
Marc> If you’re reading this in Australia, I have three words for you. First-party data. This is the information a company collects when you connect with their brand, whether it's in person or online.
If you're not feeling totally sure about your first-party data game – from following the rules to earning trust – you might be heading for some rough waters. This should be a big focus for brands – and it's where you should be putting your energy.
In Australia, we’re gearing up for some major regulatory changes. But getting a handle on first-party data isn't just about ticking boxes – it's also about making in-person and online customer experiences better.
Getting this right can give your brand a boost. On the flip side, not taking it seriously can mean trouble – think fines, a hit to your reputation, and a blow to your business, all because you didn't handle your customers' first-party data properly.
