2 minute interview: 3
With Jean-Paul Edwards, Executive Director, Futures at Manning Gottlieb OMD
1. What are the main reporting concerns currently facing online advertisers?
The primary concern is aggregating the vast amount of data generated by online campaigns into valuable insight that can be used in future planning.
This includes issues such as understanding the value of specific messages along the purchase process, an ever growing menagerie of techniques from online ads and search to offline media and word of mouth.
This is a growing challenge as digital media is going multi platform so an online purchase may well be influenced by an ad on mobile device or content on a games console. Respecting consumer privacy whilst maintaining an accurate view of effects will be of ever growing importance.
2. What are the latest innovations emerging in acquisition lead media buying (/ marketing)?
We now have a set of tools that bring these various data sources together under a single reporting framework. We can now identify the key metrics that help us both measure performance holistically and act as a diagnostic tool to improve business performance. This includes new data sets such as social media indices that track buzz and sentiment, as well as historic data to analyse trends. Federated data environments are now allowing us to get across some of the traditional barriers in analysis as sensitive data can be analysed without the data ever leaving the client’s secure environment.
Looking forward innovations such as semantic web technologies will help to automate the analysis process and then create more sophisticated models based on wider sources of data.
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