CANNES — Many brands remain wedded to an advertising planning system developed by econometricians – but the so-called “marketing-mix modelling” doesn’t necessarily give them all the answers about campaign performance.<\/p>\n

In this discussion panel recorded by Beet.TV, ad agency tech executives say many clients are capable of moving forward – but they are caught between two worlds…<\/p>\n

IPG Mediabrands chief data and marketing technology officer Arun Kumar:<\/b><\/p>\n

“The newer companies look at performance (marketing) very differently and they\u2019re far more open to restructuring and not having silos. They\u2019re very good at lower-funnel, they\u2019re structured internally to do that.<\/p>\n

“Where they struggle is, in many cases, they see that as a battle for market share, as opposed to figuring out, \u2018How am I going to get to the top of the funnel?\u2019”<\/p>\n

GroupM North America CEO Brian Lesser:<\/b><\/p>\n

“Market-mix modelling has been the holy grail of channel allocation fora\u00a0 <\/span>very long time. When you come from the new school, you say, \u2018Market-mix modelling is looking through the rear-view mirror, that can\u2019t possibly be right.\u2019<\/p>\n

“You get part of your media plan using real-time media to buy and optimise, and part of your plan that\u2019s looking backwards. The answer is not either-or, frankly – tis\u2019 about updating that model more often.”<\/p>\n

Hearts & Science CEO Scott Hagedorn:<\/b><\/p>\n

“The big problem with the market-mix models right now is the competitive data set which powers most of those are powered by Nielsen, and 75% of Nielsen\u2019s money comes from the TV networks – so the mixed models themselves are totally based on TV and don\u2019t take in to account what\u2019s really happening in digital.”<\/p>\n

Dentsu Aegis Network product and innovation president Doug Ray:<\/b><\/p>\n

“We\u2019re working with a lot of our clients on, \u2018How do you bring those two worlds (clients\u2019 media team and and customer data team) together? How do you apply the precision and audience understanding that those groups had, how do you leverage the understanding that those CRM or ecommerce teams and leverage similar types of data in a mass-media ecosystem?\u2019 That\u2019s evolving, we\u2019re able to apply some of those principles in the mass-media space.”<\/p>\n

This video is from <\/em>The\u00a0Mastercard<\/span>\u00a0Automated Advertising Panel at Cannes Lions 2017. For more from the series,\u00a0please visit this page<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

CANNES — Many brands remain wedded to an advertising planning system developed by econometricians – but the so-called “marketing-mix modelling” doesn’t necessarily give them all the answers about campaign performance. In this discussion panel recorded by Beet.TV, ad agency tech executives say many clients are capable of moving forward – but they are caught between […]<\/p>\n","protected":false},"author":15,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[6584,6588],"tags":[5287,3380,3429,3757,4565,5245,5988,6609,6610],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/46998"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/15"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=46998"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/46998\/revisions"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=46998"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=46998"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=46998"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}