As the role of data in digital marketing continues to evolve, Ozone is proud to be at the forefront – helping brands navigate a shifting digital landscape and connect with their audiences.
At Adwanted UK’s The Future of Brands, Ozone’s Director of Strategic Solutions, Frances Lazenby, joined fellow data leaders from Salesforce, Magic Numbers and John Lewis for a panel discussion, ‘Three Ways to Make Data Work Harder in 2025’.
Frances opened the session by stressing the importance of data compliance and consent in today’s privacy-conscious world. She highlighted Ozone’s work with PwC verifying the Premium Web Methodology and encouraged brands to prioritise data activation.
Amid growing concerns around privacy, Frances emphasised the need to move beyond demographic targeting towards a more insightful, behaviour-based approach. At Ozone, we believe data should be human-centric – not just about gathering information, but about understanding and engaging with audiences on a deeper level. This approach not only ensures compliance but helps brands build stronger, more meaningful customer relationships.
As Frances noted, “The more we think about consent and compliance, the more we can start thinking about our audience as humans, rather than just data points.”
Her perspective was echoed by panellists across the board. Salesforce’s Felicity Starr shared three quick wins for better data use: activating first-party data, driving personalisation and aligning CRM. Stellina Argyropoulou from John Lewis underlined the value of understanding customer behaviours beyond basic demographics, highlighting how AI can support the creation of nuanced customer profiles to anticipate future preferences. Meanwhile, Tashan Nicholas from Magic Numbers stressed the importance of asking better questions of data and blending statistical insights with human context to drive meaningful outcomes.
The takeaway? Data-driven marketing isn’t just about collection – it’s about connection. At Ozone, we’re proud to lead this shift with our audience-first approach, ensuring compliance, personalisation and collaboration remain central to every strategy. It’s what we call The Connection Advantage.
