CINT - Heather Hughes (VP, Connected Data, Global). Are your ads really working? Connecting the data dots; ensuring consumer privacy; navigating cultural differences for global solutions.

Wonderful to talk to Heather Hughes, VP Connected Data (Global) at CINT, talking through the solutions, challenges and likely future progression of ad-effectiveness research. 

This episode is brought to you by Syno International  https://www.synoint.com/     For discounts on initial projects contact Jokke Nurminen at jnu@synoint.com

 In this episode we cover:

• Heather's pathway
• Working & setting up businesses in China
• Pulling data strands together for holistic perspective
• Building lookalike audiences & feeding DMPs
• Getting consumer consent & encouraging transparency in usage
• Dealing with cookie deprecation
• Encouraging women into ad-tech & research-tech
• Tips for those coming into the industry

Heather's books/ media recommendations: 

THE ART OF INTELLIGENCE: LESSONS FROM A LIFE IN THE CIA'S CLANDESTINE SERVICE.  Henry Crumpton.

THE GREAT BRITISH BAKE OFF.  

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Chapters

• 0:26 Episode overview
• 1:17 Sponsor intro (Syno International)
• 2:27 What you don't know about Heather
• 4:01 Working in China
• 10:18 How research panels work
• 13:00 Getting effective consumer consent
• 15:45 Connecting data
• 19:35 Using hashed emails
• 21:48 Collective rather than individual profiling
• 24:02 Dealing with cookie deprecation
• 26:01 Working with the Trade Desk
• 31:10 Integrating ID graphs
• 31:10 Future challenges
• 35:20 Women in tech
• 38:43 Advice to get into the industry
• 40:15 Quickfire round