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UK Insights

Marketers need to become data experts

Jane Ostler

Managing Director, Media & Digital, Kantar Millward Brown

Brands 18.05.2017 / 11:00

Oreos - sennep

How to use data to improve your marketing effectiveness

Marketers now need to be experts in everything: polymaths with unquenchable curiosity; experts in traditional and digital media, channel strategy, advertising development, content marketing, programmatic media, social platforms, mobile, viewability, brand-safety, media contracts, multi-layered customer journeys, ownership and usage of data. A vital part of a brand’s communications and growth strategy is having point of view about how to use owned and third party data, which is why we are now seeing many big brands bringing data and media expertise in-house.

As media options expand, a challenge is to ensure that the brand message remains recognisably coherent and relevant for the audience. Our research shows that traditional media is still relevant and important; TV is still the best medium for driving awareness and perception, primarily because of its reach, but all media channels play an important role in growing brands. Marketers also can’t ignore the changing behaviours of consumers. Generation Z (now in their late teens), who have almost grown up with a smartphone in their hands, must be taken very seriously as they exhibit markedly different preferences and behaviours from previous generations. So marketers need to incorporate innovation into their marketing plans, but also are under increasing pressure to justify the investment.

There are now many ways to reach consumers via a plethora of devices and technologies. The result is that the number of data points in understanding shifts in consumer attitudes and purchase behaviour is increasing, as are the measurement tools required to provide meaningful analysis and evaluation. This data can be used to understand and target consumers, measure effectiveness, optimise marketing activity, and ultimately ensure the best return on investment.

Whilst the media and marketing environment is certainly complex, the future is bright, as long as marketers understand and use data effectively and develop benchmarks to improve the short and long term brand impact of any marketing activity.

Source : Kantar Millward Brown

Editor's Notes

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