The ANA Data Analytics Center

. September 10, 2018

Bob Liodice, CEO of ANA, shares his vision for bringing the industry together to better leverage measurement, data & analytics.

Video Transcript

Bob Liodice: Think of the complexity that we have in marketing today. We have dozens of media platforms. We have different pathways that we can choose. But we do not have an ecosystem that allows us to weave that data together and understand the impact of all of the different components of our media and marketing investments and then make the best decisions.

The ANA data analytics center was created to address the needs of marketers. We came together with Neustar to power up our overall capability to bring marketers together to focus in on the common needs and essentially to equip the marketers with skill building devices, skill building approaches and overall strategic headset in order to make them better.

What that is doing is informing them of what they know, what they do not know and how in fact they can find better pathways to make better decisions. That is part one of a multipronged approach. Part two is the fact that we needed to continue as an ANA to bring the industry together to recognize the issues, the shortfalls and the concerns. The third and what we think is going to be the most influential component is the ability for the industry across the entire industry, advertisers, agencies, media companies, marketing professionals, data marketers you name it, to start to come together and recognize we need a singular or more unified point of governance. That point of governance has to be the intersection of everybody that knows, wants and believes, in a common approach to its measurement.

It’s fine that companies have their own systems and their own approaches for measuring and making their own decisions. But what’s not fine is that we are in a vacuum where we have a paucity of information that can cut across all of our respective industries so that we can talk to each other with one common currency. We don’t have it.

There is no common currency in our measurement ecosystem right now. We could talk about impressions. We can talk about the kinds of rating systems that Nielsen might provide. But that doesn’t exist throughout. And what tends to fall short is the fact that we don’t have a cross platform analytics capability. As such we’re very very fragmented as an industry and we cobbled together to the very best possible way that we can.

We think that is essentially a significant underutilization of our marketing intellectual capital and we’re leaving a lot of money on the table. We have plenty of data. We don’t have the analytical capabilities to best leverage that data and that is where I have great hope for the future.

 

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Category: Basics, Innovation, Videos

About the Author ()

Daniel Kehrer is Executive Editor of the ANA Data Analytics Center (DAC), a leading voice of thought leadership and education in marketing measurement, data and analytics. He is also the Founder of BizBest Media Corp. and previously headed marketing at MarketShare LLC, an advanced marketing analytics technology company.

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