Data, data, data. In 2021 it’s all you hear… especially if you’re a marketer. Whether you are taking calculated risks to ensure campaigns are rooted in what the data is telling you, or conducting massive rebranding campaigns, just about all of your activities are rooted in analyzing the numbers and mitigating risks. But data these days is more than just numbers and graphs on a spreadsheet. It comes in all shapes and sizes and can be used to build a valuable connection between brands and consumers. And that’s where Lisa Giacosa comes in.
“What gets exciting when you’re on the agency side is that you can look at understanding consumers’ entire spectrum across multiple touch points, across multiple products and services, and start to stitch those journeys together and think about alliances and the way that you can bring things together. We’ve been able to go to our clients and say, we know that we can measure this correctly. And we know that we can get this to a point where we can give you a guaranteed outcome against what’s going to happen for your business.”
Lisa is the President and Global Head of Data, Technology, Analytics, and Insights at Spark Foundry, a global media agency that’s all about bringing the heat to brands by driving higher engagement, affinity, and transactions. Lisa helps make that happen by guiding brands to take calculated risks through the power of data strategy and technology. On this episode of Marketing Trends, Lisa details what that looks like, and she goes deep in one particular area that is on the cusp in the marketing world: TV attribution..
- Forget the Jargon: Don’t get lost in three-letter acronyms. Your team should never rely on buzzwords or acronyms when describing a marketing strategy. Teams that rely on these acronyms often lack the ability to articulate how their business or marketing strategy will benefit your team in the long run.
- We Don’t Have the Whole Picture: One of the biggest obstacles when it comes to TV attribution right now is there is no one single source of truth when it comes to providers. Instead, marketers are left to piecemeal their CTV strategy through multiple vendors.
- Understanding Data Privacy: There is starting to be a shift now where consumers are becoming more educated and beginning to understand what data privacy means and how it impacts their value exchange when it comes to consumed media
“I bring together all the power of all the data solutions that we use across all of our clients to understand the data strategy, as well as the technology strategy that our clients need to do and need to get to in terms of that stack and how to take the best of all the different platforms that are out there to understand human beings. [It’s about] using data to really connect it to creativity and humans.”
“The first thing I always say to my teams and my clients is forget the jargon. If someone’s going to come in and talk to you in three-letter acronyms, and talk to you about all these different types of technology,talks in jargon and can’t articulate it to you in terms of how it’s going to impact your business and how it can solve your business problems, then you’ve got a bigger problem on your hands.”
“I get really nerdy excited when data unlocks an opportunity to identify a business problem versus just a marketing or media problem.”
“We’ve been doing this marketing mix model for some time and it has enabled us to look at not just the media factors of what drives more people to go to the store or go into the franchise and order. But we were also able to understand that if you’ve got a crisis, and there’s a particular ingredient missing, it doesn’t always make sense to advertise without that ingredient.”
“It’s all about how you can isolate specific tests within specific data providers, and then look at the multivariate of that and be able to bring it together to show a full picture… Right now, you can’t have a holistic picture with just one partner across the country.”
“We will start to see a shift as consumers start to understand what data privacy really means in terms of the value exchange and how they’re going to start to have to pay to consume more media and content.”
“I think that we’ll start to see a bit of a pivot as people lean into that value exchange. I think the public, and the consumers at large start paying more around the cost of privacy versus the cost of content and the cost of relevance and where their value exchange is set..”
“What gets exciting when you’re on the agency side is that you can look at understanding consumers’ entire spectrum across multiple touch points, across multiple products and services, and start to stitch those journeys together and think about alliances and the way that you can bring things together. We’ve been able to go to our clients and say, ‘We know that we can measure this correctly. And we know that we can get this to a point where we can give you a guaranteed outcome against what’s going to happen for your business.’”
Lisa Giacosa is the President and Global Head of Data, Technology, Analytics, and Insights at Spark Foundry. She has been with Spark Foundry since 2018. Prior to joining Spark Foundry, Lisa held roles with MindShare, OMD, Starcom MediaVest Group, and Kimberly-Clark.
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To read an unedited, automatically-generated transcript of this interview, click here.