DigitasLBi is on the ground at FutureM 2013! Follow us on Twitter (@digitas) for live updates and insights, and check back here for recaps from some of our events.
Yesterday, we brought together MediaPost's Jon Bond, Mullen's Trupti Patil, Capsaicin LLC's Ryder Daniels, brand consultant Don Hogle, and our own Jay Pattisall for a panel discussion titled, "I Don't Care What You Think: Behaviors vs. Opinions." This FutureM event explored how brands are gaining better behavioral data/insights, how marketers are providing value to consumers in the moment, and what it all means for the brand strategy process.
From a data perspective, Capsaicin's Daniels put it this way: "We've gone from being data-starved to data-drowned." There's so much in the way of information and insights available for marketers - how well can you really analyze it all if there's hundreds of inputs? Marketers need to hone in on which metrics are the most useful - the ones that will drive behavioral change around your brand.
Pattisall concurred. When thinking about behavioral insights and metrics, he said, the question is usually: What's the right thing to measure? But the question should really be: What's the right thing that we want to get people to do?
The conversation also touched on the role of programmatic buying and automation in advertising. While ad tech and machine intelligence can take you far, the work still requires human judgement. Pattisall mentioned a recent example he'd heard about where a brand's ad serving technology accidentally used a dead teenager's Facebook photo - a mistake that was caught too late. While many in the industry have fretted about a loss of agency jobs due to automation, Mullen's Patil explained that the agency isn't going anywhere - but a few years from now, we'll start to see some different agency skill sets and talent in that regard.
Last but not least, the panel also explored the importance of real-time measurement for consumer sentiment. Every day, brands encounter countless consumer experiences and touchpoints - and those consumers are constantly talking about and sharing those experiences online (one of the driving forces for our own BrandLIVE). As Hogle put it: today, brands are owned by consumers, not companies.
Want more? Hear from Pattisall and Bond on this topic in a podcast from Bloomberg Radio's "The Hays Advantage."