Raahil Chopra
Apr 16, 2018

I-Com Global Summit 2018: ‘Unbiased measurement has become a major problem’

A panel discussed how data can be used in creative development

I-Com Global Summit 2018: ‘Unbiased measurement has become a major problem’
Julian Elliot, global chief data officer, Dentsu Aegis Network, moderated a session on the final day of the I-Com Global Summit 2018 on ‘using data in creative development’.
 
Setting the tone for the panel, he said, “As a chief data officer of an agency, we spend little time on the creative side.”
 
With that he roped in Mike Campbell, international head of effectiveness, Ebiquity UK to take the discussion further.
 
Campbell said, “Mainstream advertising is at a crossroad and unbiased measurement has become a major problem. Advertising is now being used for short-term gains. Long-term brand building, especially through television has come into question. There has been a major shift to direct sell and brands are moving away from brand building. Digital has stimulated the direct market and changed behavior of marketers.”
 
Campbell then showcased a ‘brand equity’ model created by Ebiquity UK that helps brands both in the short and long term.
 
“The model allows brands to fairly compare brand campaigns to conversation campaigns. It’s a model to quantify the long term impact of media and explain the effect of it. It helps you identify the most important brand metrics to drive long term business growth,” explained Campbell.
 
The session ended with a tip from Mark Evans, marketing director, Direct Line Group UK, via video.
 
“We have to stay media agnostic. There has to be diverse thinking in the team. While it’s easy to go with data, in the end you have to trust your judgment.”

Source:
Campaign India

Related Articles

Just Published

Premium
Tata Capital makes 2020 count for millennials and GenZ
Premium
1 hour ago

Tata Capital makes 2020 count for millennials and GenZ

The films were ideated by creative agency Kinnect

Premium
Sugarlite makes light of the matter
Premium
2 hours ago

Sugarlite makes light of the matter

Watch the film conceptualised by Wunderman Thompson here

Premium
Genesis BCW and Six Degrees BCW to function under one 'BCW India Group'
Premium
5 hours ago

Genesis BCW and Six Degrees BCW to function under ...

Burson Cohn and Wolfe completes 100 per cent acquisition of Six Degrees BCW

Premium
Faye D'Souza to present '30 second news' on Firework
Premium
6 hours ago

Faye D'Souza to present '30 second news' on Firework

Titled 'Facts first with Faye', the show aims to offer unbiased information on the go