VIDEO | Artefact Consulting Director: We Want to Utilize Data to Connect a Brand With Consumers

(US and Canada) Samantha Lopez, Consulting Director at Artefact, speaks with Kellie de Leon, Senior Director of Marketing at Treasure Data, in a video interview about her background, and using data for marketing and social good at the data consulting company.

Lopez started her career working at media agencies and on CPG (consumer packaged goods) clients, creating their communication strategy including audience insights, channel allocation, digital media planning and buying, and measurement. She then worked with adtech companies where she saw the data infrastructure and technology, and where they intersect with clients' needs.

To Lopez, marketing was an intersection of being creative and pragmatic, and then an opportunity to explore data-driven marketing as she saw the gaps. Speaking about the future of data in marketing, she says that the need is to be able to leverage data to allow a brand to connect with the consumer instead of just pushing messages. It can help in forming mutual relationships and structuring more nimble marketing organizations that allow the push and pull between the brand and the consumer.

Sharing her experience of using data for social good at Artefact, Lopez breaks it down into two different angles:

• To diversify more women and people of color to have diversified perspectives and avoid biases. The Artefact School of Data has a 10-week bootcamp structured in data science and technical elements of the industry to allow more women and people of color to enter the industry.
• Being able to work on a sustainability platform. Sustainability practices are too difficult to understand and measure. Artefact’s internal processes allow the use of data science to help brands measure their impact and operate their business more efficiently.

CDO Magazine appreciates Samantha Lopez for sharing her insights and data success stories with our global community.