opinion
Nick Evans responds to MediaWeek article 'Real-time planning is vital to change consumer behaviour' (6 October) which can be viewed in full online at http://www.mediaweek.co.uk/news/943548/Real-time-planning-vital-change-consumer-behaviour/?DCMP=ILC-SEARCH.
Every kind of marketer uses (or at least would like to use) data to make decisions all of the time; decisions on the channels and media they use, the content, tone and timing of communication; the price and incentives offered (or not), the list is almost endless. However, the question lies in the quality of that decision making; the number of factors considered at any one time and the ability to react to new information and change the course of a decision. It can be a steep hill to climb for many, especially when traditionally marketing has been all about the creative and when the image of 'data professionals' hasn't always been an approachable one.
The opportunities afforded by the digital revolution (more interactions and more data), mean marketers need support to make sense of the sheer quantity of channels and the associated feedback (social media, reviews, web behaviour all provide previously unavailable information) they deliver. Digital makes it possible for brands to listen, react and interact in real-time, but only if they can improve the speed of their decision making to include this to-the-minute feedback and insight. In the case of media planning, real-time insight has the same relevance; but unlocking it in an informed and usable way can be an insurmountable barrier without the right support in place.
Perhaps the reputation of the data expert will begin to change for the better as a result. Whether they're using the outcome to guide above or below the line marketing, how can the marketer unlock this real-time potential without the right expertise (combined with the relevant technology)?
Click here to view the article in full as it appeared online
