“At the start of my career, there was almost no role for data with regards to production decisions - most clients would have had their own ratios for 'production to media spend'”, he says. Speaking to Rich, we get an idea for the impact of that approach in the day-to-day arena of an ad agency. These three components, Jonathan says, are crucial in enacting an effective data strategy. The ‘B.A.R.’, as APR’s APAC MD goes on to explain, is an acronym used to capture the following terms: To respond to this growing list of content creators, marketers have to raise the B.A.R.”. “This in turn ensures variety in their content and in their omni-channel strategy, to engage several different types of content creators. “In basic terms, brands that remember their audience’s preferences and previous behaviours can create better shopping experiences”, he says. “Our ongoing governance and oversight ensures that the data captured moving forward begins to strengthen future decisions and course corrections”.Īnd, as Jonathan goes on to break down, there are tangible rewards for the organisations who are able to start drawing upon reliable data. “The experience APR has in this ever-evolving field helps marketers to identify the data gaps and potential watch-outs in the development of an effective production strategy”, he says. But, as Jonathan explains, being cognisant of the data you don’t have can be just as valuable as keeping on top of what you do have. There are countless potential applications for data in the marketing ecosystem, from tracking investments, to navigating the production landscape, or creating hyper-personalised pieces of communication. To combine the production consultancy’s knowledge with outside expertise, LBB spoke to APR’s group director Trish Murray and APAC MD Jonathan Parker, alongside Arts & Letters’ executive producer Jon Serna and Rich Weinstein, former marketing executive with the likes of The Martin Agency and Wieden + Kennedy, and now associate director of the VCU Brandcenter.įirstly, some context.
CASCADE INSIGHTS HOW TO
To understand more about both how to find the best data possible and how to use it most effectively, APR has enlisted the help of expert voices. Amidst all of that complexity, data is proving to be a reliable tool for brands and content creators alike - provided it’s used wisely. In short, today’s industry is an intricate web of unprecedented sophistication. On top of that, one third of APR’s client base is currently working with over one hundred different production partners in order to service their demand for content.
In recent years the database has recorded a rise of 26.5% in unique deliverable combinations, a testament to the increasing specificity and complexity of creative assets being produced by brands across the board.
The rise of data-driven decision-making in the production sector has ensured that it’s never been easier to see the bigger picture but, on the other hand, that picture has never been so nuanced.ĭata from ACERO - APR’s content creation database - helps to flesh this story out. That may be true - but with our digital era’s consistently complex cascade of information, making the ‘right’ choice has become a fraught process. Choice, we’re told, is always a good thing.
0 kommentar(er)
