Jonathan Yantz shares his take on data-driven strategy and fast pivoting, highlighting how these approaches shape media planning, measurement, and ongoing optimization.
Do you prefer brand awareness or performance? What is your preferred marketing channel? In this series, we get to know past Insider Summit attendees and ask about their
preferences.
Jonathan Yantz, Managing Partner, M+C Saatchi Performance:
Data-Driven Strategy or
Creative-First Thinking: Data-Driven Strategy. Markets move too fast to rely on instinct alone. Good data doesn’t replace creativity, but it ensures you’re
creating for reality, not assumptions.
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Performance Marketing or Brand
Strategy: Performance Marketing. The fastest way to build a brand is to win in the moment. Performance gives you immediate signals, rapid iteration, and momentum - the kind
that compounds into long-term brand equity.
Structured Planning or Fast Pivoting: Fast
Pivoting. The best media plans look different on Day 30 than on Day 1 because they take all real-world results into account and follow consumer behavior.
Prospecting or Retargeting: Prospecting. You can’t retarget people who’ve never met you. Incremental growth
comes from opening the funnel, not just recycling the same audience.
Incrementality Testing or
Platform-Reported Results: Incrementality Testing. Platforms can only see within their “walled gardens” and miss the wider context of the media mix.
Incrementality helps guide larger strategic decisions to drive sustained growth.
Last-Click Attribution
or Multi-Touch Attribution: Multi-Touch Attribution. Consumers don’t move in straight lines. Real behavior and motivations are nonlinear, so your measurement should be
too.
Budget Reallocation or Budget Expansion: Budget Reallocation. Expansion is great
when you can get it, but disciplined reallocation proves you deserve the next dollar... and the next after that.
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content for future editions, please reach out to our Managing Editor, Barbie Romero at Barbie@MediaPost.com.