Casanova’s Roxane Garzon: “Marketers Use Data as a Crutch Instead of Using it as a Tool”
What: Caro D'Antuono, VP of Marketing at Northgate Markets, Robin Garfield, SVP of Research and Scheduling for CNN, Roxane Garzon, Media Director at Casanova and Frances Rubio, Multicultural Marketing Analytics Associate Director for GroupM gathered for a Portada Los Angeles panel presented by CNN en Español to discuss how How Data and Content Continue to Fuel the Evolving World of Advertising. In this article, we present the panelists' answers to questions they didn't have time to answer at the event.
Why it matters: As we've known for a while, it's all about data now. But the problem, rather than finding the data, is how to collect it and then make sense of it.
The word "data" is, without a doubt, a term we hear several times a day in our daily lives. A great part of our work is all about data now, and the future of the industry directly depends on understanding or trying as best as we can to understand what to do and how to deal with data. There are so many types of data, and so many different tools available that help companies make sense of it, that it's easier than not to get it wrong.
Because it is part of our mission to help in this regard, after the panel titled How Data and Content Continue to Fuel the Evolving World of Advertising, we promised the Portada Los Angeles audience we would answer all their questions. And because we like to keep our promises, we got in touch with the panelists who kicked off Portada Los Angeles 10 days ago (Caro D’Antuono, Vice President of Marketing for Northgate Markets; Frances Rubio, Multicultural Marketing Analytics Associate Director for GroupM; Roxane Garzon, Media Director for Casanova; and Robin Garfield, Senior Vice President of Research and Scheduling for CNN), and they set some time aside to answer the audience's questions there wasn't time for during the event.
Portada and CNN en Español will have two more opportunities to delve deep into the issue of How Data Continues to Fuel the Evolving World of Advertising. Get tickets to Portada Data & Content Marketing Forum on April 3rd and Portada Miami on April 12 and get all your questions about data answered by experts.
Have you ever ignored data and gone with "gut feeling" or your own empirical experience?
Roxane Garzon: Data is only as good as the way it is collected. Many times the data does not “feel” right. When that happens I ask the question about sample size and statistical reliability. If there is no issue there, then I look for other sources to confirm my findings. This has happened a few times when creating profiles for target audiences, specifically bicultural millennials.
Frances Rubio: Even if we don’t have quantitative data, qualitative data can be just as important and in this, we can have a bit of a “gut feeling” further validated, whether it’s conducting focus groups or doing ethnographic research. We’ve often used quantitative data but sometimes we just don’t have the data to point to the “why” a trend is happening, and these qualitative methods can help to further guide us into unlocking directional psychological reasons behind the “why” of peoples’ behaviors and mindsets.
Caro D'Antuono: Yes. We recently produced a short video to support Women’s Day. We didn’t have historical data on an effort such as this. However, we released it on Northgate social media pages and it has been very well received. We are receiving more brand love than we ever expected. We have to take calculated risks, especially when things have not been done before within an organization.
Is analysis paralysis a real symptom of the data age?
R.G.: It can be. We are fortunate to work in a time where data is much easier to collect. However, it can hinder marketers from making a decision if they don’t know how to think without numbers. Marketers can use data as a crutch instead of using it as a tool.
F.R.: With all this data, there are so many opportunities to unlock valuable insights, and it’s important to separate the signal from all the noise! It’s really about focusing on the important business questions and what publishers/marketers are trying to uncover. From there, it’s looking at all data available, and strategically choosing which data is valuable in answering the business question.
Where there’s room for improvement is in the data accuracy and integrity: we all need to be questioning where and how we get our data, understanding the methodology and recognizing any limitations (e.g. sampling, the methodology in it of itself, date ranges, etc.). Tools should be incorporated to tell a full story of our consumers, understand where the consumer is with the brand from a marketing funnel perspective; from there, once we understand the opportunity, the psychographics and behaviors, it becomes easier to read their media consumption so we can speak to them with the right messaging and creative and reach them in the appropriate media channels.