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GfK: Media Mix Is Increasingly More Important to Determine the Advertising Impact
Maribel Ramos-Weiner| 15 de noviembre de 2019
Panel Damia Frida Gslin McBride
Michal Galin, Global Director Business Development, Media Measurement for GfK, who was part of the panel “La intersección de la ciencia de datos y la efectividad publicitaria” feels that understanding how TV and digital— the media mix— intertwine is increasingly more important to determine the advertising impact. Juan Damia, CEO for Latin America at DBi Latin America; Antonio Wanderley, CEO of Latin America for Kantar Ibope Media; Frida Almaraz, Director of Research at LAMAC, were also on the panel, and the chairman was Gary McBride, president of McBride Media Consulting. Galin commented that they measure every campaign, and that the most important thing is the measurement of the media space and if it was more effective than creativity itself. For his part, Damia expressed that in order to make the most of data, it is necessary to transform companies´ cultures. “Many of the companies we know nowadays created the culture, even when there was no data,” he mentioned, and added that nine out of every ten companies are not translating their data into actions”. “The first step to transform the culture of a company is to have the support of the corporate level. Each time you want to express an opinion, it must be based on your data.” Wanderley said it is difficult to go from a being a company that is purely based on ideas to one based entirely on data. Almaraz highlighted that the experience a customer has affects how he perceives advertising. She also spoke about the need to create other metrics and merge them. “We are going to have to experiment without consensus. We must go towards a model in which we have the coin metrics we can apply.”
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