Speaking at OMMA Video, Tony Pace, chairman of the Association of National Advertisers, says marketers still have major questions over what they are getting from media -- especially when it comes to what big data brings and new ad permutations in the digital media space.
“Big data is an easy phrase that everyone throws out there; the presumption being bigger data is better than lessor data. Data is a good thing but not every piece of data is worth the incremental money or download time it is taking in the supply chain.”
Pace adds: “Who’s fault is ...
Speaking at OMMA Programmatic event, George Musi, senior vp and head of analytics & insight of Optimedia, says future programmatic deals need a lot more effort -- especially when it comes to determining value in key areas.
Musi says it starts with the media agency as a “trusted advisor”.
“The agencies have to go down this path and evaluate everything unbiasedly and then provide counsel,” he says. “When integrated with multi-touch algorithm attribution, it will create this value in the middle. It will value the message, the medium, the channel, the consumer and the environment.
Attribution is balance of art and science -- and Dolly Parton might be a good example to follow.
This comes from Nicole Keiter, director of media strategy & optimization of Equifax Personal Information systems, who calls Parton “her fairy godmother for attribution.”
“While she is a singer and actress, she is also worth about a half a billion dollars,” she says, speaking at the MediaPost Brand Marketers Summit. After being a successful singer, Keiter says Parton wanted to be an actress -- without having any idea she could do it. “It’s okay to act without knowing every answer ...
Cross-channel marketing is already a daunting task when it comes to execution of each channel, considering planning, creative, and vendor communication challenges.
And then there is data.
Speaking at the MediaPost Brand Marketers Summit, Erin Everhart, senior manager of media strategy for The Home Depot, has a more common sense approach.
She doesn’t get pinned down into the “exact specific number of everything.” This is “because every different source I pull data from is going to show a different number. I’m going to spin my wheels in figuring out which is the right number.”...