Stacey Hawes, president of Epsilon’s data practice, is responsible for curating and monetizing third-party data assets at Epsilon. Her role now extends to the broader Publicis Groupe, which acquired Epsilon in July for $4.4 billion, rendering it Publicis’ sole data-tech platform. It’s still early days, but Epsilon’s goal is to connect first-party and third-party customer data to drive “superior outcomes,” according to Hawes.
In a conversation with BeetTV at Advertising Week, Hawes explained the need for brands and agencies to integrate first-party and third-party data to get a 360-degree view of customers and their preferences.
“The demand for data is higher than ever across every brand. What we are seeing is a resurgence of folks trying to understand who their customers are, so they know how to talk to them more effectively,” says Hawes, who adds that customer data also increases relevancy, personalization and conversions.
To Hawes, there are two pieces to every data strategy:
Attribution is not a simple task, and it’s one that Hawes and her team will be focusing on in the future.
“Attribution is still a work in progress,” she says. The end goal is to be able to help clients understand, channel by channel, which customers convert, across digital advertisements, social media platforms, email marketing – “even good old direct mail.”
This video is part of a series of interviews conducted during Advertising Week New York, 2019. This series is co-production of Beet.TV and Advertising Week. The series is sponsored by Roundel, a Target company. Please see more videos from Advertising Week right here.
]]>“We have access to set-top box data,” Simulmedia business development manager Michael Glantz tells Beet.TV in this interview. “We have great partnerships with Nielsen to get aggregated credit card data and CPG basket purchase data so we can target any purchaser of deodorant, or people who go to McDonalds a certain frequency in a month. We can look at who’s seeing our ads and who’s going to the supermarket or restaurant.”
So far, Simulmedia is mostly working on confirming purchases of small, high-turnover goods. Next, it wants to help longer-term advertisers like insurance providers and auto makers benefit, too.
Glantz was interviewed at Beet.TV’s annual executive retreat.
The Beet Retreat ’15 was sponsored by AOL and Videology. Please find additional videos from the event here.
]]>But now some marketers are beginning to demand publishers and networks charge them only when ads have generated an actual sale.
“The kind of accountability that the advertisers are getting used to is now infecting the TV marketplace,” according to Simulmedia CEO and digital ad veteran Dave Morgan, whose company is helping ad buyers plan TV campaigns with digital efficiency. “We’re going to see a shift from selling just on media outputs like gross rating points and demographics to business outcomes – by sales…
(This will be accomplished) not by a media mix model on what happens a year ago or a campaign you did nine months ago … but tying off on sales data with retailers, packaged goods companies and loyalty cards – connecting every singe TV impression to its individual impact at the household or personal level on sales.”
He was interviewed at the TV Of Tomorrow show in New York by Furious Corp. CEO Ashley J. Swartz for Beet.TV.
]]>AOL recently acquired two companies in the “attribution” space which will enable this development – Santa Monica-based Convertro and Seattle-based Precision Demand.
“It’s changing the currency of many different mediums, moving away from just reach and frequency or audience composition toward the value of,” AOL-owned Adap.tv’s programmatic TV SVP Dan Ackerman tells Beet.TV in this video interview… “media based on its impact on sale, engagement or responsiveness..”
This video is part of a series titled The State Of Video, a series sponsored by AOL Platforms. Please visit this page for all the videos from the series. This session was recorded in London.
]]>Given the changes in consumption, the industry needs a streamlined analytics approach to cross-channel behaviors, he says. “If we are going to acknowledge that people are going from Place A to Place B to Place C, we shouldn’t just look at what they do last…We need to make sure every impression counts to some degree,” Lampert says. That means marketers need to understand how consumers are moving across properties and what is making an impact at each point in the journey. He points to both Google’s and AOL’s purchases of attribution firms this spring as evidence of the importance in understanding the links in consumer behaviors across platforms.
Lampert recently moved from Digitas to MediaCom, and works with clients such as Dell and Volkswagen. Lampert was one of the speakers at the Beet.TV video advertising summit on “outstream” advertising presented by Ebuzzing & Teads. Please find more videos from that event here.
]]>AOL acquired Santa Monica-based Convertro and Seattle-based Precision Demand.
“The combination really helps change the game in terms of how you evaluate the value of television … being able to understand the impact,” says Adap.tv’s programmatic TV SVP Dan Ackerman.
“CMOs are most interested in, ‘How can I attribute my advertising to impact on sales?’ We’re now able to start tying all those things together.
“We can now tie investment in digital and offline TV and radio so an advertiser understands how they make an impact ons sales and how they impact on each other. That’s a game-changer.”
Ackerman spoke with Beet.TV during the Cannes Lions International Festival of Creativity. Please find more coverage of the festival here.
]]>