Last week at the IAB MIXX Conference, I had the pleasure of leading a spirited discussion on UX (user experience) measurement. Historically, in the media business, the consumer has - or should always have - been at the center of every decision about content and advertising. In the digital age, that idea has real-time relevance. Technology enables real-time collection of behavioral and biometric data that tell us about the user experience with an interface.
Recently, I was talking to the CMO of a large brand who expressed his frustration with the current state of brand marketing measurement. He wants to prove that his brand marketing dollars are having an impact, but believes that traditional tools and methodologies lack the ability to do so with the accountability his company demands.
On Sept. 11, the 4As hosted a Town Hall on digital measurement, the centerpiece of which was the latest from the Making Measurement Make Sense (3MS) initiative. The MRC presented an update on measurement standardization and covered viewability and beyond, all in keeping with the steps put forth by 3MS. The market is adapting and adopting the new standard and looking forward to what its institutionalization can bring. What had once seemed like confusion over "opportunity to see" and the precise rationale for the viewable impression standard just a short time ago was conspicuously absent at this gathering.
Getting an entire marketing organization to adopt a new technology or methodology and incorporate it into their day-to-day is hard. Here are a few change management tips for success that have worked for other organizations:
Last week AdExchanger put out a research report on "The State of Programmatic Selling, 2015." What interested me in particular were the pain points that have emerged in the programmatic space, and the extent to which measurement can remedy this pain (or, conversely, the extent to which absence of measurement may be a source of pain).
In 2014, the IAB released a whitepaper entitled "Defining and Measuring Digital Ad Engagement in a Cross-Platform World." The paper was published under the auspices of the cross-ecosystem initiative Making Measurement Make Sense (3MS) and developed by a group of agency and publishing executives, with review by marketing executives. 3MS has become almost synonymous with viewability. That notion is incorrect. 3MS is, in fact, more than just viewability. It is a robust program that advocates for digital media measurement transformation and proposes solutions.
Though recently there has been criticism of the single-currency model, a single currency drives standardized measurement across your company. Standardized and accurate measurement drive more effective optimization. And effective optimization helps you buy the right media to give you the best returns for your marketing spend.
One of the long-standing assumptions in audience measurement has been the notion of currency - and more to the point, of a single currency. I learned about the one-currency model in a very real way working at Arbitron in the '80s and '90s. We won one single-currency battle: spot radio measurement, where we competed with Birch Radio. And we lost one: spot TV, where we competed with Nielsen. But I'd like to offer a radical opinion. In the digital age, multiple transactional media currencies can, do, and will continue to exist. Indeed, they need to exist.
The spring season of industry conferences, upfronts and Newfronts is starting to become a distant memory as we run headlong into summer. This year, many of the issues and themes that recur every year were back again. But this year, perhaps more than ever, there's a sense that real change is upon us. Measurement, metrics and data have never been more important - nor more in the spotlight.
On average, most CMOs hold that job for less than two years.. Ever wonder why? A major contributing factor is the lack of fact-based decision-making. Organizations of all sizes, all around the world, are coming to realize that without data at the core of their operational decisions, they are left at the hands of intuitive decision-making. That's why I'm stating now, definitively: Data will save the CMO.