Allant’s Year-End Reflections: Round-Robin Style

As 2023 draws to a close, we asked four Allanties to share their reflections on the year. From the most significant trends and advancements to the future of data-driven decision-making, here’s what they had to say: 

What were the most significant data trends or technological advancements for Allant this year? 

Keith Darby, Client Account Director: 
Revealing AMP+, first of its kind, end-to-end analytics data platform, and the Audience Attribute Marketplace has revolutionized Allant’s ability to deliver value to clients. AMP+’s speed to insight and the Marketplace’s expansion of data access have been game-changers. 

Matt Edmondson, SVP, Development and Database Services: 
On the data side, Allant has brought in a wide range of new data sources which has substantially grown our data offering. On the technology side, introducing AMP+ into Allant’s arsenal of solutions has helped improve the data delivery within our Audience Attribute Marketplace. On both sides, the value for clients has rapidly increased. 

Jay Blaker, VP of Data Strategy & Partnerships: 
Without a doubt, I’m most excited about our expansion of valued and impactful datasets. Allant has deepened the available demographic data offering to help clients drive marketing insights and revenue growth for years to come. 

Name a client success highlight from this year that stands out to you. 

Jeremy Foszcz, Director, Professional Services: 
The client that comes to mind really needed help with their data processes. Allant saved them over twelve hours per day in processing time and enabled process completions that helped bring back millions of dollars in revenue. This is the very real result of improving data processes. 

Jay: 
A client came to us with very little data. ‘Records’ consisted of emails collected over several years. They wanted a more complete, up-to-date representation of their customers. We cleansed and organized the data, then created a journey strategy to allow for adaptive customer experiences and consented data capture. A full demonstration of what Allant can do! 

Keith: 
Demonstrating AMP+’s ‘speed to insights’ fundamentally changed our relationship and positioning with one client. We are ending 2023 with a two-year extension with active conversations on expanding the service to get new data included. An example of how powerful this solution really is. 

Can you share a specific project or initiative from this year that taught you valuable lessons? 

Matt:  
Our first cross-department AMP+ project held a lot of lessons as it relied on a reorganized set of delivery groups. This was an example of successful adaptation of normal processes and hinged on timely cooperation and communication with the client. 

Jay: 
One game-changer for me was that clients can also turn into valued contributors to our Marketplace.  While partnerships have always been mutually beneficial, another, deeper level can be leveraged beyond usage reports and royalties. 

Jeremy: 
The importance of leveraging the real vast depth of knowledge within my Allant colleagues. It always helps to have a second set of eyes to gain an outside perspective from knowledgeable coworkers to ensure quality. 

What key insights or challenges emerged for Allant Group during the past year regarding data privacy and compliance? 

Matt:  
Allant takes data privacy very seriously, remaining compliant with current, relevant laws since the inception of GDPR and CCPA. We continually monitor the regulatory landscape and adjust as necessary, for example, with the updates and new requirements with CCPA and CPRA. We expect more states to adopt similar privacy policy frameworks to California, and this is already built into our processes. 

Jay: 
A company like Allant, which manages data respectfully and diligently, has the processes and procedures in place to evolve and adapt to incoming legislation.  As a company that also builds marketing solutions, we are committed to maximizing the value of our client data even in a world where PII will continue to be harder to come by. 

What adjustments or improvements are necessary to enhance future data-driven decision-making?  

Jay: 
In the future, our clients may only have access to the data they collect with consent from their clients and preferred prospects.  Most companies lack experience and expertise in how to gather this valuable information. Clients must believe in and invest in the collection and quality of this [zero-party] data for the long term. 

Jeremy:  
Scalability is one of the biggest things in my mind. The mass amounts of data and the systems that can read it have come a long way, but so many companies still struggle with managing big data or quickly obtaining results. 

From your perspective, how has the alignment and synergy between different teams (e.g., marketing, IT, data science) evolved over the past year? 

Matt: 
While client teams are generally very cooperative, we often encounter the same issues. The customer data is siloed in various separate systems, an overburdened colleague is the only one with access to certain platforms. System sprawl happens so it’s important to bring in cross-functional SME resources to ensure all perspectives have been considered. 

Jeremy: 
Cross-functional collaboration could be improved in virtually all client teams. We often see the most friction between Marketing and IT, but I’ve started to see more friction between Marketing and Analytics at various places. The more seamlessly all of those teams work together, the smoother everything becomes. 

Is there anything else you’ve learned or observed this year that stands out to you? 

Matt: 
Communication is key. The more isolated silos of information and/or data, the less productive your teams can be. 

Jeremy:  
Growth can be tough. You have to have faith in your coworkers and focus on the biggest pain points first. 

Jay:  
The sky is the limit.  Despite the changes and challenges of the last year, momentum is powerful, and we are starting to see the brilliance ahead. 

Make 2024 the year you supercharge your customer data 

Allant Group leverages data, analytics, customer experience management, martech integration, and strategic consulting services to give organizations a competitive advantage. Contact US to discuss the possibilities for your team in 2024.