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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

Updated 60 mins ago - Politics & Policy

Bipartisan tributes flood in for "giant of the Senate" Bob Dole

Then-Vice President Joe Biden and former Sen. Bob Dole at an event put on by the World Food Program where he was awarded the first “McGovern-Dole Leadership Award” in December 2013. Photo: Douglas Graham/CQ Roll Call

Republican and Democratic politicians, including former Senate colleagues, are sharing condolences and memories commemorating the life of Bob Dole, who passed away at 98 on Sunday morning.

The big picture: Dole, the Republican presidential nominee in 1996, was the longest serving Republican leader in the Senate until 2018, when current Senate Minority Leader Mitch McConnell surpassed his record.

Former Sen. David Perdue to launch bid for Georgia governor

Photo: Megan Varner/Getty Images

Former Senator David Perdue (R) plans to announce a campaign against Georgia's incumbent Republican Gov. Brian Kemp Monday, according to a source familiar with Perdue's thinking.

Why it matters: Perdue's challenge to his former ally Kemp sets up an unprecedented "scorched earth" battle between Georgia Republicans fueled by former President Donald Trump, in the battleground state. The news was first reported by Politico.

Former Sen. Bob Dole dies

Former Sen. Bob Dole in 2019. Photo: Tom Brenner/Getty Images

Former Kansas Sen. Bob Dole passed away Sunday morning at the age of 98, the Elizabeth Dole Foundation announced in a statement.

Driving the news: Dole, a revered figure in U.S. politics and the Republican presidential nominee in 1996, served in the Senate for 27 years, including 11 years as GOP leader. Earlier this year he revealed he had been diagnosed with stage 4 lung cancer.