The importance of cross-media measurement
Jacqueline Rousseau-Anderson and Pat Pellegrini discuss the latest industry trends and growth opportunities in data analytics and consumer insights, highlighting Vividata's leadership in cross-media measurement and high-quality research.
In a career spanning two decades, Pat Pellegrini has successfully transformed and led media research and consumer insights companies through visionary product strategy, strategic investment, operational efficiencies and thoughtful leadership. Xabier Palacio, Senior Manager of ESOMAR’s Intelligence Unit, sat down with Pat to discover insights into industry trends, cross-media measurement and what made Pat join the industry, inevitably creating Vividata.
How would you categorise your company in the overall data, analytics and insights industry?
I would categorise Vividata as Canada’s leader in consumer insights and audience intelligence.
Since our inception, consumer brands, agencies and media companies have relied on our rich demographic, psychographic, attitudinal, lifestyle, purchase intent, and behavioural data to drive advertising buys, product development, and media programming decisions.
Because we deliver high-quality consumer and audience truthsets to the industry, organisations can perform these functions with confidence, using our data, insights and intelligence as key ingredients in decision-making.”
Pat Pellegrini
What would you say are some of the key trends you’re seeing in the industry right now?
There is a necessary focus on cross-media measurement in our industry today. By ‘cross-media measurement’, I mean the attempt to capture consumer exposure to advertising/content across all the platforms/channels that consumers might have been exposed to. Currently, linear TV, AVOD, BVOD, and CTV are front and centre in cross-media discussions. However, this trend is applicable to all media and channels where advertising is present.
Essentially, across the globe, the industry is working toward capturing the elusive single customer view. This is important because we consume media in a multi-media manner; we watch, listen, read, interact, and shop on various platforms and devices (sometimes simultaneously), with new consumption points frequently added to the mix.
For marketeers, planners, and buyers, cross-media measurement is crucial to allocate a budget for the maximum effect. And for digital channels and publishers, it is the measurement that will prove they have incremental audiences and can help drive their commercial acceleration.
Since there is no current unbiased industry standard for cross-media measurement, there is a lot of piecemeal analysis taking place in the industry. As Vividata already measures all media within Canada via recall and passive data collection, we are well-positioned to be the leader in Canada for cross-media measurement and are working toward this aim as we speak."
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Pat Pellegrini
Where do you see growth in the industry coming from?
I see a lot of growth in the industry coming from first-party and zero-party data. Brands are increasingly leveraging first-party consumer data available in retail media to reach consumers more effectively. We’re also seeing first-party data from tech manufacturers increasing in importance – think data from connected TV manufacturers like Samsung, LG, Sony, and others. These brands increasingly know more details about their consumers/audience than anyone else, but it is typically strictly high level. What they are missing is data on their demographics, lifestyle, attitudes, consumer habits, and, of course, on their competition. This provides a host of opportunities for the industry to fill in key data and insights gaps for brands with first-party data. Vividata is creating strong partnerships and is exploring others where we serve as the truthset for validating and enriching first-party data.”
Pat Pellegrini
Conversely, what do you think is the biggest threat to growth or success in the industry?
A major threat to growth in the industry is low-quality, inaccurate research that gets lauded as fact. This kind of research gets attention for sensational headlines but is often misguided as there is not enough emphasis on data quality. In some cases, the sensational headline tends to take precedence over accuracy and deeper audience intelligence, but that only lasts so long. Organisations like Vividata provide trusted, high-quality research designed to both stand alone and fill any gaps in other research which may contain bias or offer less depth.”
Pat Pellegrini
When speaking with clients/customers, what seems to be most important for them right now?
We are seeing a greater interest in our expertise and full-service options. Vividata is already well known for the quality of our data collection. Now, our clients are increasingly looking to us to express to them what the data means and how our insights can guide their business or brand strategy. We have delivered more of these kinds of projects recently than ever before. This has placed Vividata in a unique position as of late to not only be a supplier of syndicated research but also act as a consultant on business and brand strategy.”
Pat Pellegrini
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This article is an extract from The Evolution of the Data, Analytics and Insights Industry report published on 24 November 2022.