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A panel at Nielsen's Consumer360 Summit in Washington, D.C. Photo: @DanaGleeson via Twitter.

Marketing experts agreed Thursday that data analytics teams are not working closely enough with marketing and sales departments at major brands.

Why it matters: Data-driven marketing for direct-to-consumer products is exploding. But lack of collaboration between data teams and sales teams means that advertising and marketing efforts aren't customized enough to push products.

"To me it makes no sense. Quality people don't talk to quantity people."
— Ravi Dhar, Professor and Director at Yale's Center for Customer Insights Standard

For media companies, going direct-to-consumer with your content, through streaming and digital products, is crucial for recouping revenue in a weak advertising marketplace that's being dominated by tech.

  • "In this world, you have to have an ad sales strategy, but can't forget that you, too, need to be a direct brand that reaches consumers directly," says Radha Subramanyam, EVP, Chief Research and Analytics Officer, CBS Television Network at Nielsen's Consumer 360 annual summit.
  • CBS' marketing strategy is focused on going more direct-to-consumer, with streaming brands like CBS All Access and CBS Sports HQ, Subramanyam says. "We went from being majority ad-supported a few years ago to majority of revenue now coming from non-ad-supported resources"
  • NBC's marketing strategy similarly focuses on integrating its media mix modeling (MMM) team with its content team in order to create a marketing experience that responds to consumers' engagement with the brand.

For consumer packaged goods (CPG) companies, connecting data to sales is a crucial part of making sure products move off of the shelves.

  • "All of forms commercial unit have to be on the front lines," says Peter McGuinness, Chief Marketing and Commercial Officer of Chobani. "You have to develop products and advertising content all together." Chobani now has seven different teams — from data to analytics to sales and marketing — all housed under one demand marketing group.

Bottom line: Data teams need to be integrated with all other sales and marketing functions, but not all companies are structured that way.

  • "The average age of a CMO is pretty high and the average age of people who work in data is pretty low," says Dhar. "Especially with CPG companies, it's very rare that those teams aren’t in silos."

Go deeper

9 hours ago - World

Over 170 Palestinians injured in clashes with Israeli police in Jerusalem

An injured man is carried away as Israeli security forces clash with Palestinian protesters at the al-Aqsa mosque compound in Jerusalem. Photo: Ahmad Gharabli/AFP via Getty Images

At least 178 Palestinians have been injured in clashes with Israeli police in Jerusalem, Reuters reported late Friday.

The big picture: The clashes come amid growing anger over the threatened eviction of Palestinians from their homes on land claimed by Jewish settlers in East Jerusalem. Tensions have also escalated in the occupied West Bank in recent weeks.

Updated 11 hours ago - Politics & Policy

Coronavirus dashboard

Illustration: Annelise Capossela/Axios

  1. Health: Coronavirus cases hit a seven-month low — Majority back vaccine proof requirements for travel, schools and work — The race to avoid a possible "monster" COVID variant.
  2. Politics: Oklahoma secures $2.6 million refund for hydroxychloroquine purchase — Why Biden's latest vaccine goal is his hardest yet.
  3. Vaccines: Pfizer begins application for full FDA approval of COVID-19 vaccine — Moderna says its COVID booster shot shows promise against variants.
  4. Economy: U.S. adds just 266,000 jobs in April, far below expectations — Americans' return to the skies could benefit smaller airlines.
  5. World: WHO authorizes China's Sinopharm COVID-19 vaccine for emergency use — Mixed response in Europe to Biden's vaccine patents bombshell.
  6. Variant tracker: Where different strains are spreading.

Ohio GOP censures Rep. Anthony Gonzalez over Trump impeachment vote

Photo: Bill Clark/CQ-Roll Call, Inc via Getty Images

The Ohio Republican Party on Friday censured Rep. Anthony Gonzalez (R-Ohio) and called for him to resign for voting to impeach former President Trump in January, Reuters reports.

The big picture: Gonzalez is the latest Republican lawmaker to be punished for voting to impeach the former president on a charge of inciting the deadly Jan. 6 insurrection.