Trends Revealed at the Cynopsis Data and Measurement Conference

For those of us navigating the brave new world of media, the data rushing into the market has been met with both exhilaration and, let’s face it, a bit of dread. What datasets are most predictive and valuable? How can a company best manage all of its data and connect it seamlessly across platforms? What metrics are most useful and capable? 

The recent Cynopsis Data and Measurement Conference offered some insights into these questions, showcasing trends in media data from its impact, its measurement, its use by advertisers and its targeting applications. Here are some takeaways:

Lazy Data Confounds the Path to Purchase

Lazy data is misleading data, according to Mike Rosen, Executive Vice President Portfolio Sales and Strategy, NBCU. Lazy data is essentially those datasets that are not efficiently and accurately attributed back to the sale or are not adequately counting the value of certain consumer groups. “Data in the service of marketing and media is a very human endeavor,” he explained, “We can use data to understand human behaviors.”

But as a Baby Boomer, Rosen believes that his spending patterns are not given the credit they deserve. He does not have a social footprint but he spends on a variety of goods and services from shopping at a range of online and offline stores, using credit cards, “I own two cars, I have insurance policies, I travel, own loyalty cards and spend on entertainment. I throw off lots of data but because of lazy data, they can't find me.” Advertisers are “targeting demos like Millennials and Gen X. I am a Boomer. I am out.” Advertisers consider older consumers acceptable waste, reached anyway. “If you market to me do I not shop?” he intoned, “I am a human consumer with a high credit rating. You can't seem to find me.”

The root causes of lazy data, according to Rosen, are:

       1.       Sticking with age and gender categorizations which don’t count valuable consumers.

       2.       Buying by network and not by program, diluting the ability to efficiently reach target viewers.

       3.       Equivalizing platforms. Platforms have different viewing experiences and different levels of engagement.

       4.       Correlation Causation. “We so badly want to relate things to each other but it could just be coincidence. I live in Westport. I love Greek yoghurt … but not because I live in Westport,” he stated.

Without an attribution model, the problem of lazy data will not go away, “It is never quite that simple to determine the path of purchase,” Rosen concluded, “The messaging route by platform each carries a different role in purchasing.”

Unified Measurement Pessimism

Let’s face it, finding a unified measurement that works well across platforms is not an easy task. In fact, according to a questionnaire floated by Cynopsis before the conference, 60% of all respondents believe that we will never attain unified measurement. This is a staggeringly high percentage of pessimists.

George Ivie, Executive Director and Chief Executive Officer, Media Ratings Council, is writing the viewability standard. He asked his panel, “What metrics matter? Which are the most relevant? Why are we rushing to try and equalize metrics? Shouldn’t we focus on value and let them be different?” There was general agreement here. According to Manu Singh, Group Vice President Commercial Insights and Digital, Discovery, “not all impressions are created equal.” Brian West, Director, Multiplatform Research, ABC added that he is, “focusing on the full life cycle of measurement by setting requirements in place, implementing measurements, validating them and using them to drive insights,” implying the creation of many metrics. “Inventory is the goal to measurement,” noted Ed Davis, Chief Product Officer, Fox. “What delivers attention to the brand - how much and how long?”

There is no ideal. It all depends on the campaign goals. There may be multiple ad formats that, in my opinion, make standardization difficult. So it may come to pass that there is never going to be a unified measurement across platforms. But according to some industry executives, we may not need one.

Measurement Surprises

Taking unified measurement one step further is the idea that technology advancements are creating unintended considerations that are bubbling up in measurement discussion. For example: In a world where media companies can disable fast forward … or not … how do you measure forced versus organic viewing durations comparably? Ivie discussed duration weighting and developing metrics that demonstrate how platforms and content perform differently. Singh noted that, “We want to standardize those metrics. We support duration weighting.” The MRC is also tackling deduplication, focusing a great deal of attention on its methodology. “When it comes to unduplicated reach, there is still work for us to do as an industry,” noted West.

The measurement wish list is long. Singh would like, “all interactions of consumers to funnel into one repository,” and to also, “take into account qualitative data.” While West added, “It's not a one size fits all. We work consultatively with our clients. What is the ROI? What is the impact on brand? We make some form of compromise. Data is device based when we want persons based, for example. We need to advance on that.”

Jamie Power, Chief Operating Officer, one2one Media may have summed it up by saying, “When it comes to multichannel measurement, it is easier to find audiences but harder to measure them.” With all of these great minds pondering the measurement universe, maybe we can convince the pessimistic 60% that some form of standard measurement (or measurements) might indeed be possible one day.

This article first appeared in www.MediaVillage.com

Cadent and TiVo Make a Powerful Data Partnership. Interview with Jim Tricarico

In a media environment of increased data opportunities, Cadent’s recent partnership with TiVo to create an enhanced TV targeting solution for advertisers is particularly interesting.

Cadent’s core business, according to CRO Jim Tricarico, is as an unwired network that offers both visibility and verification to advertisers. “Cadent brings network like experience to unwired,” explained Tricarico. He added, “We deliver efficient GRPs across all cable networks – both large and small – and are able to access MSO inventory from over 200 MSOs of all sizes and reach.” Cadent’s MSO partners include the large operators such as Comcast, Cablevision, Charter, Cox, FIOS, UVerse and Dish as well as 190 smaller operators such as Suddenlink and WOW! resulting in an overall US coverage area of over 80%. But overall coverage levels can be deceiving according to Tricarico who said, “It is the smaller MSOs that fill in the rest of the US because we look at coverage on the zone level. For example New York City has 96 zones. So we need to be inside the zones and not just the overall DMA. That is why we have the only pure national footprint. And that allows us to translate into more like a national network, measured by Nielsen and posted using MSA.” Ultimately, Cadent enables advertisers to complement their network buy using their unwired network of inventory for greater cost efficiency, frequency and program targeting.

Now, with Cadent’s new data and sales initiative, advertisers can take advantage of TiVo’s 2.3 million household sample, six other data providers, as well as Experian’s buying and user behavior data to go beyond age and gender. This enables advertisers to reach their specific target niche audiences in an anonymous, privacy-protected manner. “We start with a client’s broad demographic,” said Tricarico, “and then narrow it down to focus on a client’s best prospects. We buy on a general demo and overlay data from TiVo and Experian for more precision to get to a micro dataset. Then we see which networks, across all 200+ cable networks we represent, to find the most appropriate dayparts, days and time periods to reach the micro dataset.” The result is the delivery of two different MSA posts – one on the general demo target and the other as a custom post for the micro dataset.

The response from the industry has been very encouraging, according to Tricarico. “We have three successfully executed campaigns – New Orleans Tourism, 1-800-Flowers and Cabot Financial. In addition, Modi Media is impressed with what we are doing and is partnering with us on high index buying, Other media groups are beginning to come to us too,” he stated.

Jamie Power, Managing Partner at MODI Media, has found success in Cadent’s data targetability. She noted, “Data and technology have changed what is possible in television today, we are now able to target below traditional demography with more precision.  Historically, television is planned using self-reported data and then measured through panel based data.   We are now we are utilizing census level set-top-box data to better target a brand’s customer. Our goal is to optimize television allocations against a brands’ strategic target and identify the best inventory. We are able to show clients that deeper targeting increases their ability to reach their strategic target by as much as 70 to 200 percent.  Better data helps us drive better results for our clients.”

“The core business is still growing,” said Tricarico, who added, “I see this extension growing quickly. I would not be surprised if it will become 20% of our revenue by next year at this time.”

This article first appeared in www.MediaBizBloggers.com