The Drum Awards for Marketing - Extended Deadline

-d -h -min -sec

Data Analysis Data Science

Webinar: the greatest charts of all time

Analytic Partners

|

Open Mic article

This content is produced by a publishing partner of Open Mic.

Open Mic is the self-publishing platform for the marketing industry, allowing members to publish news, opinion and insights on thedrum.com.

Find out more

June 14, 2021 | 3 min read

What is truly driving marketing effectiveness and what can brands do to stay ahead of the curve? In a recent panel discussion, Kevin O’Farrell and Justine O’Neill discussed the Top 5 insights from our 20 Insights for 20 Years e-book with our guests Agata Sobzcak, Global Media Data and Analytics Manager Galderma, and Rupesh Patel, Senior Manager Consumer Insights at Samsung UK

What is truly driving marketing effectiveness and what can brands do to stay ahead of the curve? In a recent panel discussion, Kevin O’Farrell and Justine O’Neill discussed the Top 5 insights from our 20 Insights for 20 Years e-book with our guests Agata Sobzcak, Global Media Data and Analytics Manager Galderma, and Rupesh Patel, Senior Manager Consumer Insights at Samsung UK. The two brand experts shared valuable insights from their experience and what difference leveraging data & analytics has made throughout their analytics journey.

Agitate, be clear and have all the facts

The panelists kicked off the discussion with Mark Ritson’s favourite insight of all times: “Layer for Synergies”, and how it is affecting any marketing and measurement strategy. Bothism is as relevant as ever and needs to be actively pursued within an organisation to succeed on the outside.

The group continued with the importance of leveraging the "Halo Effect" for brands with a large product portfolio, an insights that is easily forgotten within complex organisational structures. The key takeaway for any marketer was that consumers experience a brand as a whole and not in siloed campaigns.

The insight of "Brand Messaging" led to a lively discussion on capturing attention and short-term sales while still communicating on brand. Linking back to Bothism and complex organisational structures, the panelists went all in to this ROI Genome insight and what it means for marketers in real life.

In the end, an insights that is often forgotten when discussing data and marketing measurement was put on the spot: "Creative is Key" and can make all the difference in the effectiveness of a campaign. Our ROI Genome is supporting this insights with an interesting stat on how executional and creative elements are influencing ROIs respectively.

You can watch the full recording here to learn more about how Galderma and Samsung leveraged data and analytics to inform and guide their brand’s decisions. What makes analytic insights so important for them and any other brand? When they “agitate, are clearly communicated and have all the facts readily available for all stakeholders” (Rupesh Patel) they are invaluable to future success!

Data Analysis Data Science

Trending

Industry insights

View all
Add your own content +