The Fundamental Questions in Marketing and Media

On June 14 at the Cynopsis 2023 Measurement and Data Conference I was inducted into their Hall of Fame along with Jane Clarke who ran CIMM from its inception until her retirement and Kelly Abcarian who has done so much to create the present collaborative atmosphere Bill Daddi asked me to keep my acceptance speech to three minutes I realized that this would be an opportunity to address the big issues of the dayHereamp8217s what I said because of my preference for speaking extemporaneously this is a paraphrasingquotThank you Cynopsis for this great honor Itamp8217s gratifying to receive such an award especially in such august company with Jane and Kelly Itamp8217s also gratifying to see so much progress being made all across the industry as weamp8217ve all seen here at this conference Iamp8217m feeling very optimistic about our future as an industry and Iamp8217ll share with you the reasons whyquotThis new collaborative spirit that we have is a wonderful thing and contributes to my optimism Going forward Iamp8217d like that collaboration to concentrate a bit more on being inclusive rather than exclusionary as I feel that we will accomplish a lot more with inclusive collaborationquotCIMM right now has a project that could lead to better more accurate smart TV data for all of us and thatamp8217s a perfect example of inclusivity in collaborativenessquotAt this conference there has been discussion of how privacy is shutting down some of our targeting and analysis capabilities I had the thought yesterday at this conference that one of the ways inclusive collaboration could help us is in making IP addresses more stable Right now itamp8217s we ourselves mostly the MVPDs who are doing such great work as weamp8217ve seen here in the last two days who are purposely rotating IP addresses and that we could all get together and think together and perhaps the MVPDs would decide to stop doing thatquotAnother thing that contributes to my optimism is the attention movement and how itamp8217s expanding into the impression quality movement All my career Iamp8217ve tried to push us in the direction of media impact weights indices of the probability of ROI lift and now that we are doing that with attention as the focus itamp8217s only a matter of time before we shift that focus to brand equity growth and incremental sales In fact some of the players are already moving in that directionquotYou know I love this industry and all the great people Iamp8217ve met in this business Iamp8217m lucky to have landed in it and I donamp8217t plan on going anywhere Thereamp8217s still too much fun work to do new things to createquotIt is so gratifying for me to see evidence that work Iamp8217ve done has influenced others to improve upon things Iamp8217ve started Next Century Media and TRA started connecting big ad exposure data with big purchase data and now as I look around I see many TRAlike companies out there with high aspirations and customers willing to help them refine themselvesquotIt39s also very satisfying to see things I predicted coming true In 1980 when I had a physical newsletter I predicted that someday there would be a wrist device that would passively measure audience and subsequently had the privilege to be involved with the birth of the PPM Now more than 40 years later Nielsen is deploying wearable PPMs including wrist wearables in its national panelquotThese next few years are going to continue our shift from CPM to ROI and Consumer Lifetime Value and will optimize with AI the scientific integration of all types of measurement data for maximum accuracy By focusing on the ultimate business outcomes and on proven and accredited scientific precision every dollar invested will have the greatest chance of the largest payback I look forward to working with all of you on thisquotThank you all again for this honorquotPosted at MediaVillage through the Thought Leadership selfpublishing platformClick 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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The Fundamental Questions in Marketing and Media

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