In the SXSW session Drowning in Data, Starving for Insights, a panel marketing of experts – Chief Digital Officer of CAA-GBG Kendra Bracken-Ferguson, Founder and CEO of Canvs Jared Feldman, SVP of Sales Strategy & Business Dev at Fox Networks Group Michael Shields, and CEO and Founder of CreatorIQ Igor Vaks – take the stage to discuss the metrics brands should be paying attention to in 2019.
With such a plethora of data available, it’s becoming increasingly difficult for brands to identify metrics that matter and use that insight to drive business goals. There are exponentially more ways to deliver content, audiences are becoming more segmented, and companies are unsure how to create authentic content that their target audiences will engage with.
“What data are you paying attention to? Being contrary and thinking more deeply about what measures we should be paying attention to in the long term is how everybody should be moving.” – Jared Feldman
The panelists deliver a crash course in using data points to generate relevant content. Brands have two types of data; operational and experiential. Operational data drives the bottom line and includes information like sales and ratings. Experiential data shows how consumers are experiencing the brand you are putting out there. Engaging content and ultimately brand advocacy is created through the marriage of the two.
Many businesses are left wondering, what are the key metrics to review?
“We could talk about revenue growth, we could talk about CPMs, we could talk about all the different core components, or even the ROI analysis that brands go through, but there’s really one metric we look at when we launch a new ad product or business line and that’s increased time spent with content. Are our consumers and audiences finding our content more engaging? – Michael Shields
Watch the full session to learn more about the metrics that matter and discover more videos from SXSW 2019 on our YouTube channel.
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