The Quest for Usable Data

Quo Vadis teams with Above Data to host a pre-Cannes webinar featuring Justin Evans, author of The Little Book of Data. The event frames a Quo Vadis short story about ACME, a fictional household-name CPG company, grappling with turning vast, unstructured first-party data into actionable marketing insights. The piece introduces data friction—the gap between data existence and usability—and details ACME’s early reliance on a cleanroom vendor, followed by the application of semantic AI to extract meaningful attributes from attitudes, behaviors, affinities, and intent signals. With semantic AI, ACME’s cleanroom begins delivering higher-precision audience activation, smarter targeting, and expanded measurement, contributing to a doubling of ROAS. The narrative underscores the distinction between data strategy and data theater and highlights privacy-safe data usage via CDPs/clean rooms. The webinar also serves as a Cannes breakfast preview on June 17, 9:00–10:30 AM, with registration information provided.