CANNES \u2013 For MEC, understanding the consumer purchase journey involves making waves and showing clients how their \u201cmomentum\u201d stacks up against competitors. It\u2019s a blend of data, content and technology\u2014something that the Cannes Lions festival is catching up to, according to the global media agency\u2019s Nathalie Haxby.<\/p>\n

\u201cWe\u2019re seeing a lot of that now with the Entertainment Lions, the awards for content and creativity, the Creative Data awards as well,\u201d Haxby, who is Global Marketing Director, says in this interview with Beet.TV.<\/p>\n

Making waves is the responsibility of MEC\u2019s WAVEMAKER<\/a> unit, which uses data and analytics showing how consumers behave and how they buy to inform content creation. The goal is to figure out which points in consumer\u2019s journies are the most valuable to particular marketers.<\/p>\n

With \u201ctons and tons\u201d of data available to her teams, \u201cOur job is to try to make sense of that and really glean the insights that come out of that data,\u201d Haxby<\/a> says.<\/p>\n

MEC brings to the table its own research study\u2014called MEC Momentum<\/a> and running for several years now. Its purpose is to close gaps in understanding what buyers do during the purchase journey, how their perceptions of brands influence their behavior and how they make their choices.<\/p>\n

\u201cWe\u2019ve surveyed more than 350,000 people in 30 countries, 60 categories to look at how they go around the purchase journey. We use that data and blend it with our clients\u2019 data to create really targeted messages at certain points throughout the purchase journey,\u201d Haxby explains.<\/p>\n

Knowing that MEC itself has audiences that it needs to reach, the agency is constantly evaluating its own presence on platforms like Facebook and Snapchat. \u201cIt\u2019s a learning curve for us all, but we would be remiss if we didn\u2019t do what we said our clients should be doing,\u201d says Haxby. \u201cWe have to do it for ourselves.\u201d<\/p>\n

She references an MEC session at Cannes in which iHeart CEO Bob Pittman talked about the power of radio, a medium sometimes overlooked.<\/p>\n

\u201cUltimately, 250 million people listen to radio in the U.S. every day, so that\u2019s something we have to tap into. We forget sometimes that it\u2019s another platform. It\u2019s called podcasting now, but it\u2019s still radio.\u201d<\/p>\n

This video is part of Beet.TV’s Coverage of Cannes Lions 2017. For more from the series, please visit this page<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

CANNES \u2013 For MEC, understanding the consumer purchase journey involves making waves and showing clients how their \u201cmomentum\u201d stacks up against competitors. It\u2019s a blend of data, content and technology\u2014something that the Cannes Lions festival is catching up to, according to the global media agency\u2019s Nathalie Haxby. \u201cWe\u2019re seeing a lot of that now with […]<\/p>\n","protected":false},"author":17,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[6588],"tags":[5279,5020,5191,5226,6569,6671,6672,6673],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/47079"}],"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\/17"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=47079"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/47079\/revisions"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=47079"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=47079"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=47079"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}