M^2’s Post

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2mo

On Day 1 of our June advanced attribution masterclass, our invited speaker Lee Beale shared his thoughtful insights on how marketing and agency leaders use data along with intuition to shape media strategy. Dont miss the highlights! Stay tuned for more from our June masterclass! ► Lee Beale | Agency Veteran Leader | Cross Media, Annalect/Omnicom, GlaxoSmithKline, Reckitt Benckiser Learn attribution from M^2: https://lnkd.in/dzNenGcB #advancedattribution #DataDriven #Intuition #Leadership #MarketingInsights #AgencyLeaders #masterclass

Transcript

You know, a strong agency is only in the minority, you know an order taker. They are, you know, strong council, they are advisors and they are consultants, even though that's a very often used word. What we bring to the table as agencies is, is, is perspective, is experience. And I think the best relationships between agencies and clients come where we are actively leveraging that experience and not just simply taking orders. Which often becomes the case when people are under stress, understandably just so much, so much that we could bring to the table for them that help to validate and help them to manage expectations. So really it's, it's council, it's showing that we have a stronger than than than average appreciation of how their business works, how their customers work, how their industry works. And we really, really encourage people down to the most junior level to get understandings, true understandings of clients. Businesses not just superficial walk into a store or buy it online once, but really get into the hearts and minds of customers. There's an insight has gotta be kind of actionable and scalable, right? It can't be your tiny outlier, if you will. And that insight can come from how media is working to, you know, the types of customers it's delivering insights around channels, Vizio TV, customer type, customer quality, lifetime value. There's some of the insights that I always enjoy bringing to clients. Insights around audience are pretty key. And it's really the kind of starting point of, of, of, of planning. And again, there are insights by virtue of what stands out in their insights by virtue of what is significant, what has scaled. So the only thing you can do as agencies is going to be proactive in terms of bringing tests, tests to the table. And you know, what we do is deal, deal in, deal with hypotheses and deal with testing hypotheses. That's, that's our job as marketers, you know, storytelling around data or, you know. Whether you're an analyst or not is, is just everything. And I think on the agency side, depending on what your kind of career focus is on the agency side, it's very, very, very hard to force yourself or to find the time or the motivation to become a data storyteller versus a data provision of the clients don't really care how the data got there. They want to know what they're going to do with it. And again, that's where data storytelling comes in. And I think data storytelling is also aligned with this idea of, of, of just common sense around advertising and how advertising. Bugs to be able to align what you see in the data behind the customer journey and the nature of the product and the nature of the industry. So my you know, my advice is don't abandon common sense in the world where everything seems so measurable. Intuition can come at any age, but yes, it comes more and more with with experience. That the measurement parallel the customer journey as much as possible.

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M^2

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