Amber and Brent talk to Justin De Graaf, Head of Ads Research and Insights at Google, about how the tech giant makes its money and drives the global economy. They ask him a simple question: How should marketers best use Google? Justin shows them how data can be used to help marketers shape their creative message. He introduces the concept of Six Needs, how customers want to be thrilled, impressed, educated, reassured, helped and surprised.
They also talk to lawyer and privacy expert Éloïse Gratton, a partner at Borden Ladner Gervais LLP, about whether a company like Google can have too much information, and how marketers can walk the line between innovation and privacy. And Sara Clodman, VP of Public Affairs at the Canadian Marketing Association and Loni Stark, Senior Director of Strategy and Product Marketing for Adobe, both talk about finding the balance between better understanding consumers' desires and keeping their information secure.