Changing the perception of teaching as a career choice; The Netherlands bringing together TV, Print, Radio and online measurement into a ‘Total Media Audience Measurement’ system; using AI image recognition technology for social listening; ITV turning Love Island into a success (although you may wish they hadn’t).

Last month’s Big Day of Data hosted by Mediatel presented such issues, challenges and innovations from the perspective of advertisers, ad agencies and media owners. This was an audience made of people constantly exposed to suppliers of new technological innovation and solutions, but there was complete agreement in the fundamental need to first improve the sharing of data amongst teams and break down silos in organisations. ‘Holistic’ and ‘360 ecosystem’ are frowned upon buzzwords in these circles, as they often do not reflect the reality of how companies are structured, however there is acknowledgement that joining together as many stakeholders in the business and sharing information will reap benefits for advertisers. That was the driving force in all the above cases.

Don’t be seduced by the short-term

Customer-first approaches to planning and buying are easily forgotten in a haze of numbers and the use of reporting tools that are usually set up to view short-term impact and things that are quick to measure. In the first panel of the day – ‘How Can Data Enhance Planning and Improve Business Operations?’ –  the continued reliance on last click reporting was described by Richard Marks of Research the Media as ‘the goalhanger approach to attribution’. This makes a lot of sense where credit for the goal remains with the scorer and can ignore all the important build-up play that led to it.

Advertisers identifying which actions influenced final purchasing decisions has always been a challenge, further complicated by not defining what success actually looks like, or perhaps not being able to fluidly share the data that would best record that. Indeed, in time this may well become essential with an increase in the use of online third-party tracking preventions from publishers and networks, and potential workarounds no longer being found. These seem at odds with what marketers and brands want to look at, but they do have user privacy in mind. Jake Arnold’s, our Integrations Analyst, view on the major providers, such as Apple and Google, throwing up these walls is ‘It looks like the dream of viewing the whole online user journey end-to-end is getting further and further away’.

Looking through the walls

This is echoed in a move for advertisers to turn their attention to finding out more about what customers and potential customers say, think and feel in real-time. The last panel of the day was tasked with answering ‘which data-driven technological innovations will have the most significant impact on media and advertising?’ Chatvertising or conversational commerce in all its forms – including chatbots and voicebots – was one to watch; using data to enable and improve ‘one to one’ interactions with customers at scale.

There was a cautionary note about automating for humans throughout the day, especially measuring how people feel considering 95% of decisions are subconscious. You can blame that time you accidentally watched Love Island on that. Shazia Ginai, from Neuro-Insight, presented neuro research from the famous Cadbury’s Gorilla ad, showing why it’s so memorable and a commercial success, despite traditional research before the campaign suggesting it fell below UK TV ad test norms. The ad is particularly effective at using emotion and narrative to encode memory at key points during the ad and particularly where the Dairy Milk brand is revealed at the end. Other case studies show how the smallest of creative changes can make a huge difference, such as placing branding at the point when the brain is going to be most likely to encode it for long-term memory despite a person perhaps not understanding a conscious impact.

Let’s talk about data

A lot resonated here with our talks at our Effective Marketing event at Google earlier this year, we spoke about the dash for dashboards – essentially saying that everyone wants some sort of marketing reporting hub to wrangle and present their data quickly, but with an undertone that those dashboards are rarely tied to actual long-term business outcomes. That’s improving considerably though with increased sharing of valuable first-party data and more conversations between marketing and sales teams, CRM owners, web developers and tracking providers. Ultimately more human conversation that will improve customer experience, engagement with ads and brand reputation.

At Space & Time, our Insights team analyse and profile data geared for action, help build the right audience personas for prospecting, match customers to more interactions with your brand, not just the last touch, and enable you to take control of messaging that works throughout the path to purchase.

If you want help with refining your data, finding ways to enrich it and identifying target audiences, get in touch with our Insights team.