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What: Carnival Cruise Line’s Christine Esteve, OMD Multicultural’s Ana Crandell, and CNN’s Seth Holladay kicked off the twelfth edition of Portada Miami with a panel entitled How Data and Content Continue to Fuel the Evolving World of Advertising.
Why it matters: Data continues to drive marketers’ efforts to gain the best and most granular understanding of markets and consumers, but Portada’s panelists offered some surprising back-to-basic advice as they enlightened the audience about the rapidly changing data and advertising landscape.

Data, and more of it, continues to guide strategy and content for media companies like CNN and brand marketers such as Carnival Cruise Lines. But participants in Portada Miami’s kickoff panel How Data and Content Continue to Fuel the Evolving World of Advertising had some surprisingly non-technical advice for their audience.

“You have to understand what you are trying to achieve. Then you have to find the data to support that,” panelist Andrew W. Russo, VP of Data Science at Starmark, advised the audience.

“It’s still about who, when, where, how, and what. I always ask: what is your objective when you start a project?”

Carnival Cruise Line’s VP of Ecommerce Cristine Esteve offered similar back-to-basics advice, noting that marketers sometimes make the mistake of using data that is drawn from samples that are not truly representative of the target audience they are trying to reach.

“It is imperative to know the sample from which the data is being sourced to be sure it is representative of the full breadth of the U.S. Make sure that the sample accurately represents against the segment you are planning,” she advised.

Esteve also emphasized the importance of having clear goals and objectives before wading into the complexity of using data to drive content.

You have to understand what you are trying to achieve. Then you have to find the data to support that.

OMD Multicultural’s Group Account Director Ana Crandell advised not to let the science obscure the importance of creativity in content creation. “The infusion of data has placed most of the focus on the science, but we as an industry need to swing the pendulum back to the artistic part as well.”

A/B Testing Alive and Well

A/B testing of content is alive and well at Carnival Cruise Lines, which uses it hundreds of times every day, according to Esteve, as it guides the use of headlines, product positioning, and how to build content that has a broad reach.

“Because of the complexity of all the data, and the fact that we can personalize content, we do a lot of A/B testing so that we are specifically talking to the different personal segments.

It is imperative to know the sample from which the data is being sourced.

A/B testing comes before machine learning, said CNN’s Seth Holladay, VP of Digital Research & Analytics for CNN. “Before you run a marathon, you have to be able to run a 5K.”

Insight: How CNN Mixes Data and Content

Panel moderator Guillermo Arduino, CNN Anchor and Correspondent for Encuentro
CNN en Español 
drilled down with questions aimed at understanding how CNN uses data to inform its content, audience understanding, and editorial strategy.

CNN collects data to both inform its editorial decisions and to give advertisers the most granular view of CNN’s wide and widely varied audience of viewers.

“We need to figure out what data to collect so that we can handle those dueling objectives,” Seth Holladay said.

CNN collects “tons of data” based on its audience’s viewing choices. “They are giving us tons of signals coming in the forms of what people are clicking on, where they are not clicking, what is causing them to leave the site, so we’re looking across the consumer touch points that we have. Then we connect this with our editors to inform their decisions on what they program, what content we program, where we put our resources,” Holladay said.

How Data Drives Content

Segmentation and statistical models are required to take data gathered from cookies and create a richer, more accurate knowledge of the target audience, according to Starmark’s Andrew Russo.

“We look for those statistical nuances to build content. I do a lot of work with digital marketing so I am looking at cookie data but it doesn’t tell me everything. We need to understand more about who we are targeting,” Russo said.

OMD Multicultural uses data to “inform content and develop the most important pieces of creative that then represent a perfect match to influence the consumer,” said Ana Crandell.

OMD also uses data on the “back end” to then validate that its creative strategies are working.

But creative still requires an artistic component, she emphasized. “Remember that the practice of media planning is both an art and a science.”

What: Major media and brand executives gathered at Portada Miami to share their experience and vision of the rapidly evolving landscape of marketing technology in Latin America.
Why it matters: The twelfth annual edition of #PortadaMIA focused on how technological innovation is reshaping the Latin America and US marketing space, and provided key takeaways on topics including ROPO, how data drives content, e-commerce, pan-regional marketing, and Miami’s growing importance as a marketing hub.

An impressive roster of marketing and media professionals gathered at the twelfth edition of Portada Miami to share their experience, vision, and insights into the rapidly advancing landscape of marketing technology in Latin markets, as well as the U.S.

Key takeaways included:

  • The right data can be hard to find, and even more difficult to build when understanding the consumer in Latin America.
  • Brands shouldn’t shy away from partnering with third-party providers when gathering and analyzing the data needed to provide actionable insights.
  • Back to basics still count: clearly established objectives should always drive the use of data and marketing technology.
  • Know your data sample: be sure it accurately represent the market you’re targeting.
  • Carefully monitor how your target audience consumes content so you know what relevant content is before you build a content strategy.
  • Research online is going to continue to grow and trigger sales.
  • Visiting websites is one of the most common activities on mobile phones in LATAM.
  • The online consumer today is not determined by demographics but rather by their interaction with digital.
  • Miami’s diverse workforce reflects what the U.S. will look like in years to come.
People engage with content that they believe in. That is one of the strengths of CNN.

Cynthia Hudson, SVP and General Manager of CNN en Español and Hispanic Strategy for CNN/US, kicked off Portada Miami with remarks highlighting the importance of making content relevant to consumers. “People engage with content that they believe in. That is one of the strengths of CNN,” she said. The day’s Thought Leadership Breakfast sponsored by CNN also emphasized the importance of the mobile phone for communicating with markets, as well as the growing role of voice-activated speakers like Alexa in consumers’ daily lives. It was also noted that there are more than 5 million hours of content uploaded to video platforms every day.

 

 

To Partner or Not to Partner

The debate over when, how and whether to partner when building data and content strategies was extensively debated by participants at #PortadaMIA, reflecting the lasting importance of this key question for brands. “There is a lot of data, so using the right technology and not being afraid to partner with the people that can give you the actionable insight,” is very important, Ana Hoyos, Director of Meltwater Latin America, advised during the day’s second panel Marketing Tech in Latin America: The Opportunities Ahead.

Speakers at the day’s first panel had a back-to-basics message for their audience, emphasizing the need to take care that your data sample accurately reflects the markets. Establishing clear objectives at the start of any initiative also won resounding agreement from the panel participants.

“I always ask: what is your objective when you start a project?” panelist Andrew W. Russo, VP of Data Science at Starmark, advised listeners.

Build Connections with Relevant Content

Portada Miami participants repeatedly emphasized the importance of making content relevant to the target market. Watch what your target audience is consuming content for, and how that relates to commerce. Understand what is relevant content before creating your content strategy, Andres Amezquita, VP Digital and Commercial Excellence at StanleyBlack & Decker told attendees.

That point was endorsed again by Carlos Leal, Marketing Director at Rappi, when he was interviewed by Kate Canel, Director of Performance Media at The Shipyard during the panel ROPO: A Deep Dive held in the afternoon.

It’s not demographics that determines the online consumer, but instead, watch their interaction with digital, Leal said. “The ROPO effect consolidates the strength of digital as an information channel.”

But Leal warned his audience that the ROPO (Research Online, Purchase Offline) consumer, because he or she tends  to always be informed before buying, tends to be more unfaithful at the point of sale. “The ROPO consumer feels like researching in digital, but his purchase is still conditioned by the need to see product advice from a seller,” Leal said.

 

Miami: Gateway to Latin America

Golin’s Scott Farrell and Pepsi’s Carlo Espinoza

Portada Miami attendees applauded remarks by Carlo Espinoza, Senior Marketing Manager, Latin America Beverages, Pepsico highlighting Pepsi’s phenomenally successful campaigns reaching out to new generations of consumers in Colombia and Jamaica.
And the backdrop of Miami’s spectacular waterfront and the towering Brickell City Centre served as perfect reminders of the importance of Miami in pan-regional marketing and as a gateway of diversity to Latin America.
An influx of new immigrants to the city, and the excellence of Miami’s colleges and universities contribute to creating a vibrant and diverse workforce that is a harbinger of what the U.S. will look like in the years to come, said Joseph Roisman, EVP, Perry Ellis International during the day’s final panel Miami’s Evolving Role As A Marketing Hub: A Brand Marketer’s View.

056657b6d0f08e25d73208c88e727b02_400x400Agency MEC has appointed José Miranda in the role of Regional Director for Analytics & Insights. Portada talked with Miranda on his appointment.

José Miranda will be based in Miami and will report directly to Michael Jones, CEO, MEC Latin America.

Jose Miranda_MECIn his new position, José will play a key role in  advancing the skills across the region’s A&I discipline. He will be responsible of developing new data and digital solutions for the region’s existing clients as well as new business. His responsibility covers nine markets in the region, and he will be part of the LatAm EXCO team.

Miranda talked to Portada about his recent appointment and new role at MEC:

Portada: Do you think the analytics and insights industry is working side by side with the growing digital marketing market in Latin America?

 Jose Miranda: “One of the biggest challenges for the analytics and insights industry around the world is giving business value to clients. At MEC Latin America we are definitely leaning on our global network to both inspire and help us make the data and digital revolution in Latin America a smooth and efficient one. One such proprietary tool is CookieCutter. Despite grandiose claims by digital attribution vendors that they can translate full-pathway attribution into media optimization, we have found their generic recommendations simplistic, rarely addressed our business needs, and failed to deliver the control, transparency and the results we expected to see on behalf of our clients.”

One of the biggest challenges for the analytics and insights industry around the world is giving business value to clients.

Portada: What metrics do you think that are missing in Latin America regarding the digital ecosystem?

Jose Miranda: “The digital ecosystem helps to spread the messages out in better communication conditions than traditional media for consumers. Therefore, there is necessary to give companies metrics that meet the needs of their business results along the consumer pathway in terms of Visibility, Engagement and Business Conversion.”

Is necessary to give companies metrics of Visibility, Engagement and Business Conversion

Portada: Could you tell us about your plans in terms of developing new data and digital solutions for the clients in the region? Are you thinking in technology for RTB?

Jose Miranda: “I am a member of the global A&I Exco. Analytics and Insight (A&I) is the global research, data and analytics division of MEC, we have behind us the power and investment of GroupM and we also work closely with Kantar companies. We put a lot of focus on data and technology, and RTB is just one example of this.Working closely together with the experts in our global network, I will implement the decision making tools and technology that has put MEC in the forefront of digital and data in the last years. Among these we have our ground-breaking study MEC Momentum, MEC Momentum is our proprietary approach to understanding and quantifying how consumers make purchase decisions, and fundamentally changes the way we approach planning for brands.”

Video  Campaigns 

Portada: Cynthia Evans said at our LatAm Summit last June that the problem now is how to measure frequency video campaign. What do you think?

Jose Miranda: “And she is right. We are developing a tool which we hope will answer this question. Stay tuned.”

Portada: Also, Josh Chasin, Chief Research Officer of comScore said that “We are in the Wild West” talking about metrics related to video. What is your opinion? How can we work for measuring engagement and interactions in video?

 Jose Miranda: “Analytics are very important for a long-term video strategy, and our clients need metrics to help them make sure that they reach their marketing objectives. To do this efficiently, we need not only to embrace new technology, but also to be the best data experts in the business.​”

Miranda has a solid experience in marketing and data analytics, working at Carat Expert, Zenith Media, and lastly as Data & Analytics Director with Havas Media Spain. He has led projects for clients across a variety of categories and also published several articles as well as a book on digital publication, “Publicidad On-line: Las claves del éxito en Internet”.