Bringing Synergy to the Media Marketplace: An Interview with KINESSO's Jarrod Martin

According to Martin quotThere39s always a compromise between specialism and integration We39ve created an agency that is more sustainable and futurefocused to have complexity where it39s needed and simplicity where it39s notquot KINESSO is an integration of three separate units that were operating in a coordinated but not in an integrated fashion quotWe were building technology that wasn39t necessarily being adopted at the scale needed to have the maximum impact By bringing these groups together there39s less distance between the users of the technology and the people who develop the technology between the people who have handson keyboards and are running programmatic search and social campaigns and the clientquot he addedKINESSO he explained quotoffers a specific capability that exists within the agency39s arsenal like a collection of specialistsquot This approach can serve clients of all types from a scaled inhouse model to an embedded contractor to a traditional approach depending on how the client39s business is structured In this way the agency can either build the infrastructure for a client that has their own systems and protocols inhouse or embed as a contractor with certification access to function in a variety of services or performs as a traditional agency working as a team on behalf of the client It is in the flexibility and the expansive range of service offerings that give KINESSO its competitive edgeWhen implementing data solutions privacy is paramount quotJust to be clear on this we leverage firstparty data but Acxiom handles all of that firstparty data on our behalf Acxiom has the credentials the processes to ensure that we don39t make mistakes and do things incorrectlyquot Martin asserted From there quotAcxiom might merge that with other data to turn that into audiences where we can then accessquot At this point it is anonymized and can be used in a variety of ways whether merging with other data sets or directly applying to processes like segmentations to better identify audiencesquot And thenquot he explained quotwe activate those audiences in media Acxiom and LiveRamp get involved to convert that data into something that connects to partners So we39re really playing in a sandbox that39s privacycompliant to build those audiences to activate for our clients We use our technologies to create better data that surrounds the client39s firstparty data and give them a full view of what that consumer looks like using multiple onboarding providersquotKINESSO has organized itself against four key product pillars audiences planning and optimization activation and finally measurement quotThe group or product family is used to build the audiences Then the audience data flows into the planning and optimization module and then into the planning tool That planning tool is able to calculate crosschannel reach and frequency based on the optimized channel mix to deliver an outcome At that point we go to the partner level where we figure out which partner will deliver on that channel mix and then we activatequot he stated and then admitted quotAt the point of activation things used to get a bit messy because you39ve got all these walled gardens that won39t allow you to combine data But we have a sense during the planning phase of what our expected outcome will be whether reach consideration or some other performance outcome Once it gets to the platforms we optimize it within those platforms to get the best possible resultquot KINESSO also experiments along the way to quotfigure out how the results that occur within a platform reflect reality to find out what39s the true impact of each platform in generating a salequotWhen it comes to the use of AI and how it will impact jobs in the future Martin is introspective quotAI can take a lot of the drudgery out of what we do so that we can focus on value add tasks and build better relationships with clients What has happened in the last few years with the rise of digital is that we get obsessed with the plumbing getting the plumbing right and making sure that we don39t make mistakes That39s taken the focus away from bigger and better ideas andamp160 client relationships That39s where the future is for humans inside this ecosystem with AIquotIt is clear that KINESSO has created a synergistic and open approach to today39s media world quotWe39ve created a new positioning mission values manifesto visual identity etc etc etc Some people in our organization don39t distinguish between the name and the brand I would say the name is the same but the brand is very different Where we39re looking to move is in a different direction with more simplicity better integration and being more agile in how we workquot he concludedClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillageorgMyersBizNet

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Bringing Synergy to the Media Marketplace: An Interview with KINESSO's Jarrod Martin

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Charlene Weisler

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Bringing Synergy to the Media Marketplace: An Interview with KINESSO's Jarrod Martin

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