Dentsu's Shirli Zelcer on Harnessing Data and Technology for Enhanced Advertising Outcomes (VIDEO)

With over two decades of experience in analytics AI and technology Zelcer has been a pioneer in adapting and leveraging data to shape marketing strategies Her journey from the early days of statistics to the advanced realms of artificial intelligence and machine learning reflects the industry39s transformative trajectory quotIt started out in analytics and then AI and machine learning came in So I39ve sort of been on that path my whole careerquot Zelcer remarked highlighting her foundational role in integrating these technologies within dentsu39s operationsDentsu has centralized its data and technology division under Zelcer39s leadership aligning it across different practice areas to bolster client services with datadriven insights This strategic shift underscores the agency39s commitment to leveraging technology as a key differentiator quotDentsu has really been focused on the fact that data and technology is what is going to be a key differentiator and what powers everything that we do from media to creative to customer experiencesquot Zelcer explainedAddressing the challenges of rapid technological advancement and the corresponding skills gap in the industry Zelcer emphasized the importance of education and practical use cases She pointed out that only a minority of professionals feel competent in explaining complex data concepts to clients a gap dentsu addresses through focused client education and practical demonstrations of technology39s value quotIt39s very different when you explain to somebody what a cleanroom is from a technical standpoint versus what is the problem you39re actually trying to solvequot she noted advocating for an outcomeoriented approach to client interactionsThe discussion also touched on the implications of generative AI in business today Zelcer expressed enthusiasm about its integration into strategic business areas beyond creative applications such as data analysis and customer interaction enhancements However she also cautioned about the unregulated pace of AI development highlighting the necessity for ethical considerations and robust monitoring frameworks to ensure responsible usageLooking ahead Zelcer is optimistic about the role of AI in refining and utilizing unstructured data predicting significant advancements in how data is leveraged to enhance customer experiences quotI39m hoping that a year from now we see a lot of organizations moving in that direction and really creating more meaningful experiences for their customersquot she projectedZelcer39s insights reaffirmed the pivotal role of data and technology in not just reshaping advertising strategies but also in driving the industry towards more informed ethical and impactful practices Her leadership at dentsu highlights a forwardthinking approach where data isn39t just a tool for business optimization but a cornerstone for innovation and ethical responsibility in the digital age

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Dentsu's Shirli Zelcer on Harnessing Data and Technology for Enhanced Advertising Outcomes (VIDEO)

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Jack Myers

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Dentsu's Shirli Zelcer on Harnessing Data and Technology for Enhanced Advertising Outcomes (VIDEO)

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