Direct Line Group’s Sam Taylor on what is ‘probably the biggest change in marketing’ since the launch of the internet

Sam Taylor, marketing director, Direct Line Group (home to the Direct Line, Churchill, and Green Flag brands) and chair of the ISBA TV action group, says he can “count on one hand” how many of the top 100 advertisers in the UK use a data team or do collaborations. But we’re in the age of customer experience and “if you’re not delivering relevant, timely experiences to customers, you’re going to get left behind.”

Bridging the gap: from desire to action

Taylor was speaking in conversation with Hugh Stevens, managing director at LiveRamp, as part of a new webinar with The Drum.

Register to watch the full webinar here.

While 93% of C-suite leaders believe data collaboration is essential for driving revenue growth, according to a recent Forrester x LiveRamp study, there’s a gap between wanting to do it and knowing how to start. “Collaboration has always been about finding mutual value between parties to achieve a result,” says Stevens. “Add data to the mix, and it becomes about unlocking insights and value in partnership with others to drive better business outcomes.

“Data collaboration isn’t new. What’s new is the technology that now enables it at scale, securely and efficiently, so brands can realize the value of their first-party data in partnership with others. [But] technology is an enabler of a strategy, not a silver bullet. Without a well-defined strategy, the technology is useless. It’s about aligning your data and tech capabilities with clear business objectives.”

Why CMOs need to act now

According to Taylor, we’re seeing one of the biggest shifts in marketing since the internet itself: “The use of AI and first-party data allows us to deliver dynamic, personalized experiences at scale. It’s no longer about what you say as a brand; it’s about what you do. Data is the fuel behind that.”

And while technology plays a key role, success ultimately requires a fundamental shift in mindset. That will require CMOs to stop thinking in terms of campaigns and start thinking in terms of customer segments. “It’s not about digital versus traditional media. It’s about delivering the right message to the right person, at the right time, across all channels,” he says.

The key takeaway? Data collaboration isn't just an operational challenge; it’s a strategic necessity for any CMO aiming to drive growth in 2024 and beyond. From leveraging retail media partnerships or tapping into connected TV (CTV) for better insights, the opportunities for unlocking growth through collaboration are endless.

The CMO is uniquely positioned to bridge the gap. “If you’re a CMO and you haven’t started this journey yet, start now,” says Taylor. “It’s not easy, but it’s critical… and it’s a necessary journey for long-term growth that will deliver a strategic competitive advantage.”

To hear more insights from Taylor and Stevens, and to learn how to close the gap between data collaboration desire and reality, watch the full webinar here.