Data transparency needs to change – Jared Gifford, Havas People

PMW 30 Under 30 Winner reveals how easy it is to stay motivated in performance marketing and the top three essential skills to impact real change.

Jared Gifford – PMW 30 Under 30 Winner
Head of Performance Media
Havas People

Q. What does it mean to win a PMW 30 Under 30?

Winning the PMW 30 Under 30 award means the world to me as a marketing and advertising specialist! It's an incredible validation of my hard work and dedication over the past eight years in the fast-paced world of performance marketing. Sometimes we get so caught up in the hustle that we forget to reflect on our progress. So, taking a moment to celebrate and acknowledge all that we've achieved is truly amazing!

Q. What do you want to change in the industry in the future?

I think the industry needs to change in terms of transparency. Clients and customers are overwhelmed by the amount of metrics and measurables that the true results can be skewed. With the change in analysis tools and data, I think we're going to get to a place where it's easier to be transparent with data that's decisive rather than ambiguous.

Q. How do you motivate yourself? 

I think it’s easy to stay motivated in this industry. Every single day I read the latest updates from digital platforms and there’s always a new feature and development that can be utilised. Being in such a fast-paced environment with lots of changes happening, you don’t really need to motivate yourself, you wake up with a drive to try something new.

Q. What top three skills do you think are essential for a performance marketer? 

The top three skills that every performance marketer needs is patience, an analytical mindset and decision-making. You need to be patient with results, it can take some time to see how campaigns develop and if you’re not patient, you can interrupt the flow of growth. You also need to have an analytical mindset, be able to understand the data that’s coming through and make decisions from these. Small steps can create giant footprints, everything you do has an impact!

Q. Where would you like to be in 10 years time?

In 10 years-time I’d like to be a thought-leader in the industry and help to create industry-standards. There’s always debates around the way in which conversions should be attributed, the change in data-privacy and what it means to have holistic marketing. I’d like to be someone who can help pave the way for a set standard that puts advertising in a space where it is even more trusted than before.