While mass reach or the “shot gun” approach used to work in media plans, Adam Harter discussed how segmentation now allows marketers to build audiences based on aggregated enthusiasm, passion points and behaviors. “And we can understand what is the behavioral change we need to make or the attitudinal change we need to shift from all those other people and we can hit them with the right message.” He shared the top three reasons Starbucks Cold Brew Coffee fans are attracted to the brand and his thoughts on what he believes to be the game-changer when it comes to mass reach.
Lee Nadler agreed, “For MINI, I know someone has bought a car and registered it. And I can start obviously, a different kind relationship with that customer…The trackability has changed dramatically in terms the ability to really pinpoint an individual and get them the right message.”
So how many data points does Pepsico actually generate? According to Harter, the data can be overwhelming. “We realized that internally we generate about 15 billion media impressions just from our brands alone. 15 billion a year. And with first party data, third party data, even second party data we bring in from our partners…we have 186 billion data points across 11,000 behavioral traits. And that’s where it gets scary.” Learn his thoughts on the challenge of turning data into insights.
Watch more of this lively exchange here and view all the round table discussions with senior industry executives at www.LegendsLeaders.org.
TheLegends & Leaders Video Series was made possible by a generous grant from Warner Brothers Media Sales and is presented by Jack Myers KnowledgeExchange and MediaVillage.
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