Transparency, Compliancy, and Adaptability: The Three Pillars of a Strong Data Practice

For nearly 15 years, Arthi Veeraragavan has helped brands navigate the analytics space and understand how marketing efforts have impacted their bottom line.

Leading the analytics practice at Apollo, Arthi ensures all media opportunities stay true to client goals and elevates the brand effectively and efficiently.

Prior to Apollo, Arthi was VP of data and analytics at Tierney. Additionally, she’s held analytics roles at agencies such as VCCP, Goodby Silverstein & Partners, and AKQA. When Arthi’s not digging in the data, you can likely find her running after her toddler daughter and newborn son.

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?

Arthi> A lot of our clients are excited to learn how they can use their data to spark more genuine, meaningful conversations with their customers. They’re looking to create experiences that truly connect with their audience, while also making a real impact on their brand. There’s still a common belief, however, that using data in the creative process leads to rigid or formulaic results. That’s simply not the case. When approached the right way, data can actually be a driver of creative ideas.

LBB> How can you make sure that data is elevating creative rather than forming a windtunnel effect and knocking all the interesting or unique edges off that make something distinctive?

Arthi> At Apollo, we believe that being both data-driven and insight-led - rather than just relying on data alone - empowers us to use data in a way that sparks creativity. By combining data with context, research, and human emotion, we open the door to creative thinking, rather than limiting it.

LBB> Can you share with us any examples of projects you’ve worked on where the data really helped boost the creative output in a really exciting way?

Arthi> A CPG client approached us with a clear understanding of their target audience at large - active millennials. We leveraged data to identify the types of activities they engage in most frequently, as well as their deeper connection to an active lifestyle. Based on these insights, we forged a strategic partnership between our client and Strava, seamlessly integrating the brand into the lives of active parents. The collaboration was a resounding success, not only generating valuable first-party data for the brand but also activating in a way that had never been done by them before.

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?

Arthi> Brands should prioritise building their first-party data capabilities, but it shouldn't be seen as a one-size-fits-all solution. While collecting data directly from consumers is essential and valuable, it has its limitations. Brands that want to grow their audience and acquire new customers cannot rely solely on first-party data. They should also complement their data strategy with second-party partnerships and third-party enrichment. This more holistic approach ensures a broader, dynamic view of the market and their customers.

LBB> We talk about data driving creativity, but what are your thoughts about approaching the use of data in a creative way?

Arthi> I believe seeing data and creativity as partners, rather than competitors, is key to ensuring that neither side feels ‘disadvantaged.’ There's an outdated belief that exciting media ideas can't be measured, but the truth is, it's both important and entirely possible to find innovative ways to measure unique and often highly impactful media activations.

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

Arthi> The industry has made significant progress in using data to make decisions, but there does seem to be an early roadblock to how data is used for some marketers. I still hear concerns over accuracy, completeness, and potential biases, holding some marketers back from fully incorporating data into their approach. That hesitation is particularly high when looking at external data sources. To build trust in data with our clients, we've found success by relying on first-party data. When incorporating external sources, we prioritise transparency - clearly explaining how these sources collect data and thoroughly assessing the reputation and expertise of the providers involved.

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?

Arthi> That’s a tricky one, but I’d say it’s about creating a solid, centralised framework that sticks to global regulatory standards, while still being flexible enough to adapt to local needs and situations.

LBB> What does a responsible data practice look like?

Arthi> Transparent, compliant, and adaptable. I would say at this point these three pillars are really the foundation of a strong data practice. Transparency is key, not just in data collection but also in analysis. Compliance ensures we respect user privacy and adhere to all current marketplace regulations. Finally, adaptability is crucial - constantly analysing and testing hypotheses, and refining past findings, allows us to drive even greater impact as we evolve with changing circumstances.

LBB> In your view, what’s the biggest misconception people have around the use of data in marketing?

Arthi> The biggest misconception clients have is that collecting a large amount of data in itself guarantees a brand’s ability to get valuable insights and inform better decision-making.

Not true. We believe it’s more important to focus on the right data and not get distracted by all the data.

LBB> In terms of live issues in the field, what are the debates or developments that we should be paying attention to right now?

Arthi> AI is something every marketer is eager to stay updated on - whether it's the latest advancements, best practices, or potential use cases. One of the biggest concerns in the field right now is the issue of bias. The complexity of AI systems often makes it tough to understand how decisions are made, leading to worries about accountability and fairness. It’s definitely a challenge that needs attention.