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Too much of an onus on big data?

 

Onus on data.png
This article was first published in Gulf News, Wed 9th March 2016

Last month I had the delight to be leading the Q&A at a gathering of 40 chief marketing officers and other big title-holders in Dubai. The premise for the gathering was an “uncomfortable breakfast”.

Now, if you’ve had breakfast at the Armani Hotel at the Burj Khalifa, it’s far from uncomfortable. But the topic was data-driven marketing. And that is pretty uncomfortable, especially since some of those present would have openly admitted they “know nothing” about data.

You see, that’s the problem: data is often unfairly awarded the epithet ‘big’.

It’s true that there is a lot of different sets of data in big business today. A company carries lots of data points that are easy to understand and use.

Sales data, web analytics, social media analytics, email databases, competitive research… and each of these sets tells a story. And the business analyses the story from a single data set, derives some insights and has a good idea how to do things differently.

Hopefully all companies can learn to conduct business differently over time. Mark Twain, Benjamin Franklin and Albert Einstein have all been attributed the adage, “insanity is doing the same thing over and over and expecting a different outcome.” Continue reading “Too much of an onus on big data?”

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When asked on radio, “how does advertising work?” how would you answer?

Not an easy one to answer, or is it?

If you have fifteen mins, please have a listen and let me know if you agree with how I answered it the other day on the Industry Insider segment of DriveLiveDXB show on Dubaieye103.8.

Yes, this is a podcast with Tim Elliott (@dubaitim) and Alex Hirschi (@radiohirschi), where the opening question sets the tone of the discussion: “how does advertising work?”

https://soundcloud.com/jamwel/industryinsider-dubaieye1038-feb2016

Continue reading “When asked on radio, “how does advertising work?” how would you answer?”

2015 in review: change is coming in all directions

JW_GulfNews_Nov2015This article first appeared in GULF NEWS, 17 November 2015.

The recent news reports have not been pretty for those in advertising or media: marketers are demanding unprecedented transparency from their agencies and consumers are trying to turn off advertising.

It is time for change, but what does change look like?

Budgets are being slashed. For example, P&G, the world’s biggest advertiser, last month announced its quest to reduce expenditure on advertising by $200 million (Dh734.63). “We are strengthening marketing — greater reach, higher frequency, greater effectiveness, at less overall cost,” the CFO Jon Moeller announced. Savings would be used, he continued, “to invest in working media and sampling”.

Agencies are finding that even digital spends are not forthcoming. For example, the Publicis Groupe announced poor Q3 results, with CEO Maurice Levy declaring, “September showed zero growth due to numerous campaigns being postponed, mainly in digital operations. The level of cuts are surprisingly high and coming from many different advertisers from packaged goods, automotive and pharma.”

Marketers are all putting their media buying up for pitch. WPP, the world’s biggest agency group, Continue reading “2015 in review: change is coming in all directions”

Adman: are you bored in your job? BBH shows the answer: get a TIE.

tie newsletter 1Adland is a fickle place. Employees don’t hang about. But there’s a way to fix this. A TIE. Yes, TIE (The International Exchange) has the answer.

Stats tell us that marketing directors are in their roles for 18-36 months – just long enough to make an impression. Or not as the case may be. And ad-men and women last about the same in any given role. Or less.

As team members, why do we stay?

The only reason to stay in any job is to make sure that the employment pie-chart is in fair-or-maybe-equal parts: earning, learning and fun. And if the parts move to much, it’s time to renegotiate and/or move on.

As employers, how do we keep the team?

While it should be noted that no manager needs a retention tool for the mediocre, we all need ways to supercharge those with true potential. In adland, there’s a tried and tested model to reinvigorate team players. The International Exchange does just the thing. Continue reading “Adman: are you bored in your job? BBH shows the answer: get a TIE.”

ADVERTISING IS DEAD… AGAIN.

ADVERTISING DEAD 1…or is adblocking not the end after all?

Advertising is getting a lot of stick again these days. For one fundamental reason: advertisers have by-and-large forgotten to engage, entertain and enthuse their target audiences. And therefore many people are frustrated with advertising and turning it off wherever they can. This is why adblocking came about.

Adblocking comes in two forms: First, where people turn on the Private Browsing, Incognito or Do Not Track (DNT) button in their web browser. This stops advertisers putting a cookie onto a computer so that the advertising that person sees is now random not tailored to the user. The other form of adblocking is to stop all advertising completely. Currently adblocking is mainly on Google Chrome and on Firefox, but Apple’s IOS9 Continue reading “ADVERTISING IS DEAD… AGAIN.”

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