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Cookies are a sweet treat. A quick mid-day pick-me-up dipped in a glass of milk. They also leave crumbs. And it’s those crumbs which marketers and advertisers have followed to make and offer better products or services to you. The consumer. Today’s consumers are savvier than ever before. Privacy laws, transparency, and consent management have all opened the door for the third-party cookie to be phased out. What’s Changing? Third-party cookies are a bit of code which allow ads from outside the website you’re visiting. For example, if you’ve recently been looking for your next beach read, then move to another website about nature, you may wonder why you’re seeing ads for books. Third-party cookies allow tracking across websites. It’s the tracking across websites Google Chrome is focused on phaseing out. The problem? Marketers and Advertisers will have a more difficult time generating new leads and brand awareness. Google Chrome’s answer to the problem may be in a cohort of like-minded users. Ads won’t be as personalized or targeted, and brands won’t have direct access to the customer. But an algorithm will gather the Data, and unknown to the user, will group them as one type of persona. What’s Not Changing? First party cookies are still in business. Here are a few ways tracking won't change in the process: Click-through conversions and campaign performance are tracked by first-party cookies. This is the box you click ‘I agree’ or ‘Accept’ to allow brands to track how you use their website. This won’t change.When you’re searching for something on Google, Facebook, or Instagram, and ads relevant to what you’re searching for pop-up. These won’t change either. First-party cookies are direct from website, so this is still a viable marketing and adtech space. There’s a reason this phaseout is happening slowly. Marketers and Advertisers need time to review existing strategies and get creative crafting new strategies. Adblockers and browsers focused on privacy are gaining ground, yet Google still holds over 60% of market share when it comes to search engines. Consumers understand their Data is the heart of how brands can offer them the most targeted, personalized suggestions. But, privacy is also a big concern and with privacy laws worldwide, it’s time for browsers and brands to balance the two. What Does This Mean for AdTech? It may not be as dramatic a change as it portends, but the phaseout of third-party cookies is something for marketers and adtech to take seriously. If first-party cookies are those crumbs of code which can gather Data directly from users who use a particular website, then third-party cookies were those who might be scooped up by the wind and carried to other destinations. It’s that carried on the wind across other devices angle which is going away. While third-party cookies were a granular targeting of user interests by gathering Data such as demographics, location, and user interests, there are other ways to get the information without these bits of code. The last 20 years or so have seen incredible growth in targeted marketing and when third-party cookies are obsolete, tracking won’t be the same. But then again, tracking Data was a new game 20 years ago, wasn’t it? We evolve. We adapt as things change. Privacy, Consent Management, and Customer Trust Privacy laws, GDPR, first-party cookies, consent, and building and maintaining customer trust. These are the cornerstones of a robust marketing and advertising campaign moving forward. Most brands have plenty of Data already for their customers and coupled with some old-is-new-again strategies, it may be possible to create even more loyal customers. When you invest in the best interest of your customer and offer the right consent management solutions, your brand awareness becomes brand loyalty. Add assurance their Data is kept private and confidential through more robust security protocols, and listen to the customer. If you’re looking for your next role in Big Data, Analytics, Computer Vision, or Robotics, Harnham may have a role for you. Check out our current vacancies or contact one of our expert consultants to learn more. For our West Coast Team, contact us at (415) 614 - 4999 or send an email to email@example.com. For our Mid-West and East Coast teams contact us at (212) 796-6070 or send an email to firstname.lastname@example.org.
17. June 2021
This week I was fortunate enough to head down to the Watermark Conference for Women alongside our SVP, Stephanie Brooks. As we enter 2020 and women continue to shatter glass ceilings, Harnham firmly believe in a proactive approach towards placing more women in Data & Tech roles. Diversity and inclusion are integral to our story and core beliefs and we strive to continually re-evaluate how we create measurable change in the marketplace and redefine the metrics of successful and excellent recruitment. For us, attending the conference was a chance to meet and learn from some of those women who are leading the way. Every talk inspired me in some way but there were a couple I really connected with, and I wanted to take the opportunity to reflect on how they impact the work we do at Harnham. WHAT IS WATER? One talk that struck a chord with me was Seth Godin’s breakfast keynote, inspired by a commencement speech by David Foster Wallace in which he famously tells a story of two fish out at sea. The story goes: “There are these two young fish swimming along and they happen to meet an older fish swimming the other way, who nods at them and says ‘Morning, boys. How’s the water?’ And the two young fish swim on for a bit, and then eventually one of them looks over at the other and goes ‘What the hell is water?’”. Godin’s speech was meditated on how attitudes and beliefs are the indicators of future success. In his speech, Godin echoed Wallace’s sentiment that “freedom involves attention and awareness and discipline, and being able truly to care about other people and to sacrifice for them over and over in a myriad of ways every day.” Recruitment is an industry where it is easy to swim along without questioning what water or recruitment really is. To question what is water - what is recruitment - requires thoughtful analysis, careful consideration, and of course, “attention, awareness, and discipline”. As the global leaders of Data & Analytics recruitment, we remind ourselves daily that we are responsible for making meaningful change. Water is, to us, what we make of it. For Seth, his water is marketing. For Harnham, our water is recruitment and we stand by Wallace’s challenge to stay conscious and alive in our jobs. Day in and day out Harnham will continue to make the case for agency recruitment to be diverse and inclusive, as this is in the best economic interest of our clients. THE ECONOMY OF DIVERSITY One of the most insightful and compelling moments of the day was a conversation between Pat Mitcheel and Indra Nooyi, the former chair and CEO of PepsiCo. Having directed the company’s global strategy for more than a decade, Nooyi is uniquely poised to discuss the importance and power of having women in every capacity within an organization. During the conversation, she highlighted the statistics that measure the success companies achieve when women have equal representation at all levels. Currently, gender parity exists in entry-level positions but is absent in the 2nd and 3rd tiers of the workforce. While Nooyi highlighted that having a diverse and inclusive workplace should be an integral part of every company’s corporate social responsibility, she argued that this also leads to unprecedented economic growth. This aligns closely with our view of Diversity at Harnham, something which we examined in more detail in our Diversity Report. For Nooyi, in making the case for the economics of diversity, she used the work of care economists to show how implementing policies that affected the unique interests of women are proven to not only keep women in the workforce and draw them back to work after children but are also shown to increase the economic output of countries. Institutional change at the corporate level and policies focused on those who have care-giving responsibilities have been shown to positively influence economic growth and increase the happiness and productivity of workers. BREAKING OUT As a woman working in a fast-paced and competitive environment, I also took a number of insights from the various break-out sessions held throughout the day. Here are a few highlights: Women Breaking Barriers: Michelle P. King, Andrea McBride John, Pat Mitchell, Samantha Rapoport Find a mentor, be a mentor. Find a sponsor, be a sponsor. Find a sister, be a sister.Take up space and own it Share your successes with the women and men around you Building a Network of Relationships, Not Just Contacts: Laura Okmin Focus on asking people who they are, not what they do Reach out when you don’t need anything, maintain relationships The Myth of the Nice Girl Nice people build trust, trust is the foundation of all business relationships You don’t have to choose between kindness and strength If you want to break glass ceilings, we may have an opportunity for you. Take a look at our latest roles or get in touch with one of our expert consultants to find out more. For our West Coast Team, call (415) 614 - 4999 or send an email to email@example.com. For our Mid-West and East Coast Team, call (212) 796 - 6070 or send an email to firstname.lastname@example.org.
14. February 2020