From the ARF Audience Measurement Stage

Jonathan Steuer – Chief Research Officer, Omnicom Media Group

“What I would love from all of you data and research methodology sellers is something like the food information – and nutrition information – labels about what’s in your research product: What’s in your data, where did you collect it, and what did it get matched to?”

Steuer said “providing more disclosure and more sunshine would be invaluable to brand custodians, who are hungry for insight but currently unsure about the quality of the numbers they receive.”

“You have to really dig to figure out what’s in there, and then you still don’t know if it’s true, because there’s no way to test it. So, please, tell us what’s in there at a high level of detail so we know whether we can bet on it or not, because that’s exactly what we’re doing.”

“One of the huge mistakes on the digital-side has always been taking at face value the kinds of targeting data … and trying to take that all the way to the bank without properly vetting it, and without knowing for sure what you were doing was fully baked.”

“The risk of fulfilling the marketing prophecy of garbage in, garbage out should encourage agencies and clients to take a proactive stance in this area. But that is not the only issue to worry about. In fact, the most dangerous situation is the one where you use garbage data and it works anyway, because then you don’t even get to find out why it worked. It’s why the test and control is really, really important.”

Opinion/Commentary: Big Data’s Dirty Little Secret: Why Cleaning Up Set-Top Box Data Is Not Optional

via Broadcasting & Cable
(source: Kelly Abcarian – SVP, Nielsen Product Leadership & Molly Poppie – SVP, Nielsen Data Science)

The race is on to understand identity across both TV and digital, and when it comes to using big data to understand audiences, there is no such thing as perfect information. The biggest misconception today is that set-top box data represents the universe of actual TV viewing behavior. In reality, it’s far from it, and we must first ask ourselves if this data even represents true-person’s behavior.

Read more »

ARF Women in Analytics

This ARF event was focused on storytelling and was held on February 2nd in Cincinnati. Here are selected insights and takeaways from five of our speakers:

Katie Waterson, WatersonGarner LLC:

  • Formula for crafting a story: know your audience, frame central story, structure your content, create empathy, make it memorable, and inspire action
  • Stories work to sell your ideas

Michelle Tower, Procter & Gamble:

  • The outcome should be focused on when telling a story
  • Think of your language as you are crafting your presentation—does it sound like fact? Avoid “I feel…”; instead, sound confident

Julie Pahutski, Empower MediaMarketing, Inc.:

  • Brands are trying to humanize themselves, therefore, relate on a personal level
  • Biases exist, so just focus on telling your story and those biases will become external noise and get minimized
  • Build a compelling narrative: women must have a point of view, and if there is a disagreement, find a way to make a decision better

Angie Ficek, Twitter:

  • Know your audience, take ownership as a woman, and don’t be apologetic
  • Find two mentors: one with a leadership style similar to your own and one with a leadership style that is opposite of your own. You will likely learn more from your opposite

You can access the slides and videos from this event, by clicking here and using your myARF login and password.