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What: Caro D’Antuono, VP of Marketing at Northgate Markets, Robin Garfield, SVP of Research and Scheduling for CNNRoxane GarzonMedia 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 (left) and Caro D’Antuono (right) speaking at Portada Los Angeles 2019

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.

Frances Rubio (left) and Roxane Garzon (right)

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.

What: Portada and CNN en Español joined forces at the first Thought Leadership Breakfast for the Multicultural Markets in New York. We asked Cynthia Hudson, SVP and General Manager of CNN en Español and Hispanic Strategy for CNN/U.S., about CNN en Español’s goals for this year, and how their recent agreement with Nielsen will help achieve those goals.
Why it matters: CNN en Español, the sole 24-hour Spanish-language news network in the U.S., will have access to Nielsen’s Hispanic demographic data, which will help CNN reach Hispanic audiences more effectively.

As part of this year’s upfront season, Portada partnered with CNN en español in order to organize a series of three thought leadership breakfasts for the multicultural markets, the first of which took place this week in New York City. With CNNEE’s Fernando del Rincón and Xavier Serbia as moderators, Moët Hennessy’s Manny González, GroupM’s Nelson Piñeiro, and Horizon’s Alex Minicucci discussed topics related to reaching the Hispanic consumer, such as sports and the relevance of soccer and the World Cup as a good opportunity to do so. In the context of this breakfast, Portada had the opportunity to meet with Cynthia Hudson, SVP and General Manager of CNN en Español, and ask about her perspective on the connection with U.S. Hispanics. In view of the recent agreement with Nielsen to provide daily national television measurement, Hudson discussed with us what this will mean for the future of CNN en español.

Portada: In your experience, how has the Hispanic landscape evolved in the last years? What has been CNN en Español’s role in this evolution?

Cynthia Hudson: “Clearly the Hispanic population has continued to grow in size, economic power, and influence. Regardless of the current social climate in the U.S., Latinos continue to contribute and are a driving force of U.S. growth. We continue to see our audiences turning to us for more in-depth coverage, for our broader international coverage and as a key source of thought leadership in the U.S. market and as a primary source of Latino news.”

We are engaging on all platforms with the highly mobile and tech-savvy Latino audiences, and it shows our domination of Spanish-language news in this market.

Portada: How is CNN en Español planning to address its audience more effectively?

CNNE-PORTADA Upfront Breakfast at The Lambs Club April 10, 2018 in New York City. (Photo by Donald Bowers)

C.H.: “We have a separate feed with unique content just for the U.S. Hispanic Market and due to the fact that our content is current and original we are able to customize for our audiences and advertisers in the U.S. We are engaging on all platforms with the highly mobile and tech-savvy Latino audiences, and it shows in our domination of Spanish-language news in this market.”

Portada: How will the Nielsen ratings help CNN en Español?

C.H.: “We are so excited to be able to work with Nielsen in showing our clients the value of investing with CNN en Español to reach influential Hispanic leaders and our unique and highly-coveted Hispanic Demos.”

Portada: What new segments are you expecting to reach through Nielsen’s data?

C.H.: “We hope to expand the portfolio of advertisers who needed the back up of Nielsen ratings to partner with us on our TV channel and show that our reach on our multiple platforms (digital, social and radio) is a great way to reach Latino audiences.”

Portada: What are CNN’s challenges when addressing Hispanic decision-makers?

C.H.: “We know that in some markets the TV channel is in the Spanish cable packages and that can be challenging. But, our audience is a loyal, highly engaged and desirable consumer and we hope to show that to advertisers.”

 

Portada and CNN en Español have partnered for the Thought Leadership Breakfasts for the Multicultural Market Series in New York, Miami and Los Angeles:
April 18, Miami EAST Miami. Topic: The Future of Research for Media Buyers targeting Multicultural Audiences
May 10, Los Angeles, Loews Hotel Santa Monica. Topic: Hispanics Continue to be the Largest Ethnic Minority in the U.S. Today! Are Brands and Marketers still Taking this into Account?
If you wish to attend any of these breakfasts and are a media buying executive at an agency or a client-side brand marketing executive, please contact Andrea Arizmendi.

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