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Warsaw This About?

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Sigmund's Column in Castle Square

We're filming in Poland's capital city this week.

Carney has flown out to Warsaw with Cream Publishing and IAB Europe to find out about big data.  We're taking the Polish to the polls so that they can tell it straight from the bridge - mówić prosto z mostu.

Warsaw old town was rebuilt after the second world war based on paintings from the 17th and 18th centuries.  Bellotto, who was made court painter to Stanisław August Poniatowski, the King of Poland in 1768, created beautiful and accurate paintings of Warsaw’s buildings and squares. It is testimony to the veracity of his work that almost 200 years later after WWII, those paintings were used to help transform the historic city centre from wreckage and rubble into what is now a Unesco World Heritage Site.

If you're intrigued by this, you can frolick about the internet netting facts and photos to your heart's content and it won't cost you a penny.  You can merrily google the day's news, search the job market, view photos of RNA polymerase III, watch Mark Vande Hei spacewalk on the ISS and see what's happening in London Fashion Week.  That is due, in part, to Data-Driven Advertising.  You may never have to pay, but what if you did?

Never before has the importance of the right handling of data been as obvious as in the last year. Donald Trump, alleged outsider and reality star became president of the most powerful country in the world - allegedly by the power of the data. Companies need to analyse potential and existing customers' interests and behaviours and accurately target users based on this information.  Data has become the cornerstone of modern marketing.  The rise of new marketing platforms has enabled advertisers to gather more data than ever before. Every single consumer interaction, from website visits to in-store interactions, and even social media engagement, can now be collected and stored for further analysis. Data is constantly being collected and organized to uncover hidden insights.

Reaching the right user at the right time with the appropriate message in the right place and motivating them to an appropriate action presents a major and important challenge for companies. This applies both to classic off-site marketing as well as digital advertising. For example, L'Oréal wanted to build a campaign to showcase two Vichy sunscreen products in France last summer. One sunscreen was for women, and the other was for children. To create relevant ads for each segment, the company used audience targeting lists to reach women both with and without children. The data enabled the brand to target the right consumers at the right time.

A wander around Data-Driven Advertising will give you some of the key facts on the significance of this information.  Digital advertising contributes €526 billion per year to the EU economy and 6 million jobs in the EU depend on it.

A proposed ePrivacy regulation could, however, see all of that change.  We're meeting up with Poland's movers and shakers to discuss the impact of the proposed restrictions.  Carney, Matt and Agnieszka are meeting up with Wirtualna Polska, OmniOffice and Poland's populace to find out how this could impact them.

This photo (cred: Daryl Mersom) shows a painting on an information board in front of a the rebuilt Krakowskie Przedmieście Street.