SAN FRANCISCO \u2013 One of the many positive outcomes that have emerged as the result of major marketers demanding greater digital transparency is a renewed focus on data quality. \u201cI think what\u2019s actually exciting is that we\u2019re coming back to a sense of quality after a large period of flux,\u201d says Simmons CEO Andrew Feigenson.<\/p>\n
Over the course of many months, brands like Procter & Gamble \u201chave really asked that we as an industry start being more introspective about what we\u2019re actually providing,\u201d Feigenson adds in this interview with Beet.TV at RampUp 2018<\/a>. \u201cAnd I think what we\u2019re seeing as a result of that is a group of companies that are spending more time making sure that their products are actually what they say they are.\u201d<\/p>\n What are the end results? \u201cThat\u2019s healthy for everybody. It\u2019s going to grow digital, it\u2019s going to grow use of data,\u201d says Feigenson.<\/p>\n He observes that there are different uses for data\u2014citing the top and bottom of the funnel\u2014but that the industry has become \u201cso obsessed with the tactics of media\u201d that good brand strategy may have taken a back seat.<\/p>\n \u201cBad brand strategy won\u2019t yield a result, good strategy will,\u201d Feigenson says.<\/p>\n We\u2019ve moved to a world where \u201cwe look at individual campaigns and those individual campaigns are used as a proxy for other strategies on or off. That translates into data as well.\u201d<\/p>\n While large, deterministic datasets may be great for targeting, they\u2019re not necessarily representative to a whole market analysis, according to Feigenson. He believes that more companies that have first-party data or rent large, third-party datasets \u201care going to calibrate that against panels to get a very holistic view of their consumer.\u201d<\/p>\n Until recently, Simmons data were used to help plan media in a linear capacity. \u201cWe\u2019re excited that after 60 years we finally realized that programmatic and we\u2019ve on-boarded our segments through Acxiom and LiveRamp<\/a> to be used in programmatic exchanges.\u201d<\/p>\n The company\u2019s game plan encompasses better technology plus \u201cbigger and faster data.\u201d The goal at the end of the day \u201cis to get anybody to a game changing consumer insight about an audience quicker than they can get a cup of Starbucks coffee.\u201d<\/p>\n This video is part of a series produced in San Francisco at the RampUp 2018 conference. The series is sponsored by Alphonso<\/a>. For more videos from the series, please visit this page<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":" SAN FRANCISCO \u2013 One of the many positive outcomes that have emerged as the result of major marketers demanding greater digital transparency is a renewed focus on data quality. \u201cI think what\u2019s actually exciting is that we\u2019re coming back to a sense of quality after a large period of flux,\u201d says Simmons CEO Andrew Feigenson. […]<\/p>\n","protected":false},"author":17,"featured_media":50462,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[7090],"tags":[3582,4213,5609,6730,7053,7093],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/50460"}],"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=50460"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/50460\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/50462"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=50460"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=50460"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=50460"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}