Using Data to Provide Intelligent Marketing Insights
On November 21, AMA Los Angeles held its Evening Speaker Series: Data Analytics, Insights & Market Research featuring three industry experts serving diverse industries and different approaches. About 30 people attended, and the discussion covered topics about the challenges of using data to answer questions and guide marketing decisions.
The moderator was Zoe Dowling, SVP Research at FocusVision. Zoe is an eclectic blend of researcher, technologist, sociologist, and marketer, and a leader in comprehensive survey and customer insights software solutions. Zoe not only asked questions but joined in the discussion as well.
The moderator was Zoe Dowling, SVP Research at FocusVision. Zoe is an eclectic blend of researcher, technologist, sociologist, and marketer, and a leader in comprehensive survey and customer insights software solutions. Zoe not only asked questions but joined in the discussion as well.
Panelist: Karina R. Dixon – Head of Global Insights at Parrot Analytics, is a media research professional with a decade of experience across both quantitative & qualitative consumer media usage and behavior analysis. She leads the company’s global Partner Insights division, empowering Fortune 100 media and entertainment businesses, brands and agencies with global cross-platform audience demand data for television content.
Panelist: Danny Miller – As principal Enterprise Architect at Adobe, Danny works with clients to analyze current/future state and construct a technical architecture and roadmap to achieve their goals. As the lead consultant, he takes each project from design through implementation and optimization for all solutions across the Adobe Experience Cloud.
Karina R. Dixon and Danny Miller
Topics: Big Data, Client Literacy, and Privacy Laws
Discussion topics included what data-driven marketing means for companies, how piracy and privacy laws affect the data and results, what are the gaps in looking at big data versus qualitative data, and what tools would be recommended for qualitative data analyses. There was a question-answer period with the audience following the panel discussion.
Regarding client data literacy and how data is integrated, Karina said that while the TV industry still relies on Nielsen ratings, they are starting to understand that analyzing data from many channels such as social media platforms can provide more accurate insight about what people are watching and liking. Danny that felt some clients understand quantitative analyses more than others, and he would like to see more integration of business-related data, such as AI, scoring, and data from different internal areas combined into a wholistic picture from the company.
Zoe Dowling and Danny Miller
Zoe mentioned that we are still learning what questions to ask. Both Danny and Karina pointed out the importance of defining the company’s KPIs, that they are fluid and can change over time and with market trends (e.g. the growth of tiktok), and one should continually evaluate the metrics.
An audience member asked if they find new questions in the data, and both Zoe and Karina agreed that they do. Zoe pointed out that surveys are an iterative process, and you find new insights from responses to questions. Karina’s clients often strive to reach a specific target, but sometimes the data show a different target. She then has a conversation with them to suggest that a new, unexpected market could be worthwhile to engage with.
When asked how they keep up with a constantly changing industry, the panelists indicated that they attend conferences, read, monitor social media, study industry trends, and participate in panels such as this one!
In all, the evening was lively, insightful and interesting. We would like to thank our panelists for their instructive input and an enjoyable time!
We’d love to hear your thoughts – what are the best examples you’ve seen? What do you think about the growing trend for selling tickets to experiential marketing events? Let us know in the comments.
