Discussion: Eric Salama (Kantar); Scott McDonald, Ph.D. (ARF)
Eric: There are many growth areas for Kantar relative to its peer group, including ROI-related issues, purchase data, media data, brand lift data. This provides clients with a full range of data. Additionally, WPP simplified its structure with an emphasis on the clients.
Scott: How do you staff to meet the need for expertise?
Eric: Data analytics and Insights personnel often do not speak the same language. Kantar needs people who are comfortable with unstructured data, comfortable with partnerships. “T-shaped people” have a deep expertise in one thing, but also, broader general knowledge, plus they connect well with other people.
There was also a discussion about resources in the media sector.
· There is downward pressure on cost from the advertisers. Where will media innovation come from?
· The economics are challenging. Outside the U.S., joint industry committees are funded by the media businesses. The advertisers must become involved in paying for these services. Otherwise, these groups will tell the companies that they can monetarize the data or the quality of media research may decline.
· The industry wants more competition to the mainstream measurement companies, even the digital industry wants alternative measurement sources.