Data has revolutionized our industry, giving marketers new and innovative tools to achieve their goals. We invited Marc Ryan, Chief Product & Innovation Officer at Kantar Millward Brown to discuss the industry's biggest challenges for marketers measuring their advertising efforts, recent technological advancements, new opportunities and how they're working with location data to provide brands and marketers with critical intelligence to measure offline ROI. And of course...his favorite Italian food dishes!
As a marketer, understanding consumers’ behavior has always been of paramount importance to me. Who are they, what are their passions and interests, which brands do they prefer… Location data came to marketers as the holy grail, promising an unprecedented opportunity to understand audiences, help effectively connect with them, and ultimately measure the impact of marketing efforts. However, the marketplace is filled with so many data providers and products that it has become a challenge for us marketers to identify the best data sources. Which brings me to the elephant in the room, what should marketers be aware of when looking for the right data to help them bridge consumers’ online and offline worlds? What matters and what should be disregarded?
I had the pleasure of attending the annual Millward Brown Digital CMO Summit last week. The theme of the conference was “Breakthrough.” Highly relevant given the age we live in. This is a world with more ads and less attention, that now requires brands to build creative that not only reaches consumers across multiple channels and devices, but has the ability to stop them in their tracks. With consumers seeing on average 132,130 ads per year or 362 a day, the conference highlighted the importance of content, building creative for a mobile first world, audience understanding and last but not least measurement.