"A People Based Approach to Identity & Data" Charlie Swift EVP at Adstra on

"A People Based Approach to Identity & Data"
That's Charlie Swift EVP Head of Marketing and Account Management at Adstra, Board member of the Direct Marketing Club of New York is a guest of Ken Kraetzer on #cbsiTalkingBusiness.

Charlie Swift comes from a background in engineering and architecture, educated at Princeton University and Columbia Business School he has worked at major brands including American Express, Hearst Magazines, Columbia House and Booz Allen & Hamilton.

Excited that Charlie introduced Conexa, Adstra's new product, the first Enterprise Identity Platform, able to operate behind a brand's firewall.

In our discussion we cover:

The on and off-line divide
Controlling a consistent message
Connecting message to response
Using Deterministic. Probabilistic platforms
How to bring silos of information together
Is Permission based cookies the future?
Managing privacy rights of the individual
Being prepared to work in any ecosystem
People based approach to data and identity
Degrees of confidence in identity Resolution
What happens if I am wrong?

A case study: Cox Automotive
Data unification, bring silos of data together
How to recognize my customer
How do I move customer thru journey.

Content is King:
"Creativity is equally important as data, marketing still starts with creative, content still is king, a good message will out do a good model everyday, a good model delivers a good message more effectively. Creativity and analytics together is what success is all about. Keep that balance in mind".

Reach Charlie Swift at @Adstradata.com
or on LinkedIn.

Video by Ken Kraetzer for #cbsiTalkingBuisness
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