{"id":3618,"date":"2020-04-06T19:09:05","date_gmt":"2020-04-06T17:09:05","guid":{"rendered":"https:\/\/beta.forwardkeys.com\/does-size-matter-big-data-to-media-agencies\/"},"modified":"2024-12-04T12:32:13","modified_gmt":"2024-12-04T11:32:13","slug":"does-size-matter-big-data-to-media-agencies","status":"publish","type":"post","link":"https:\/\/forwardkeys.com\/es\/does-size-matter-big-data-to-media-agencies\/","title":{"rendered":"Does size matter \u2013 Big Data to Media Agencies?"},"content":{"rendered":"<div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-23 nonhundred-percent-fullwidth non-hundred-percent-height-scrolling\" style=\"background-color: rgba(255,255,255,0); background-position: left top; background-repeat: no-repeat; margin-bottom: 0px; margin-top: 0px; padding: 90px 0px 3.5% 0px; border: 0px solid #f9f9f9;\">\n<div class=\"fusion-builder-row fusion-row\">\n<div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-44 fusion_builder_column_3_4 3_4 fusion-three-fourth fusion-column-first\" style=\"width: 74%; margin-right: 4%; margin-top: 0px; margin-bottom: 0px;\">\n<div class=\"fusion-column-wrapper fusion-flex-column-wrapper-legacy\" style=\"background-position: left top; background-repeat: no-repeat; -webkit-background-size: cover; -moz-background-size: cover; -o-background-size: cover; background-size: cover; padding: 0px 10% 0px 0px;\">\n<div class=\"fusion-text fusion-text-44\">\n<ul>\n<li><em>Does it really matter when you\u2019re driving a car on a long unfamiliar journey and the fog clears, the satnav kicks in, and the streetlights come on?<\/em><\/li>\n<li><em>Does it matter in game theory when you have a bit more knowledge than your opponent?<\/em><\/li>\n<li><em>Does it matter when you know someone well enough to do and say the right thing to build a genuine relationship?<\/em><\/li>\n<li><em>Does a media campaign need data to drive it?<\/em><\/li>\n<\/ul>\n<p><strong>The answer is hell yes!<\/strong><\/p>\n<p>The corporate playing field has dramatically changed with the technological boom that brought with it many digital platforms and devices unseen before the \u201900s. A new kind of weaponry is required to provide the best \u201cmarketing intelligence\u201d \u2013 big data. The granddaddy of all data.<\/p>\n<p>Many brands are fighting in the same competitive pool to attain the 3sec attention span of their target audiences. Gone are the days of traditional ways of measuring and understanding audiences built on proxies. A panel of viewers to establish opportunities to see ads; a questionnaire to understand their personality and interests.<\/p>\n<p>Now you have the chance to replace proxies with real data that tells millions of stories about what people are doing, where they are going and why.<\/p>\n<p>This has several consequences. Efficiency will improve exponentially. Early indications are of very significant reductions in the amount that really needs to be invested in order to reach a focused target audience.<\/p>\n<p>Big data in this instance gives us a much clearer and specific understanding of the audience for long-term brand building. For instance, through data you can find out people\u2019s likes, dislikes, understand what they\u2019re searching for, what makes them laugh, what makes them cry and what they had for dinner last night. Not based on a diary from weeks ago or based on claimed behaviour but rooted in real-time reality.<\/p>\n<p>There are challenges to all of this. Challenges for media agencies include the need to stop thinking in silos of paid media and make sure that they understand the whole picture that is paid, owned, and earned media. The buzz word \u201cagile\u201d truly applies here as agencies need to adopt responsive ways of working so that they can change the course of their communications plan in real-time. You, your clients, your partners, and your systems all need to adapt.<\/p>\n<p>Challenges for marketers remains in their ability to bridge the knowledge gap. In some cases, it can lead to limited insights being derived, and worse, an inability to turn any findings gleaned into meaningful action for a business.<\/p>\n<p>The key to closing this knowledge gap is marketing intelligence. At its most advanced, this intelligence drives key business outcomes and elevates insights to maximise brand strategy. It connects key data points to business outcomes, and it puts marketing at the heart of the business, allowing it to integrate with sales, customer service, and product development.<\/p>\n<p>Where\u00a0<strong><a href=\"https:\/\/forwardkeys.com\/media-agencies\/\">media agencies<\/a><\/strong>\u00a0can add value is by providing a helping hand to their clients \u2013 and their marketing teams \u2013 by demystifying their data for them. In short, they need to become the trusted purveyors of marketing intelligence.<\/p>\n<p>Big data matters. It shines a light on the truth of what the media client\u2019s target audiences are up to. True competitive advantage comes to those who aren\u2019t dazzled by it and ready to polish these valuable pieces of data nuggets. Are you ready?<\/p>\n<p>Interested in a true media client\u2019s use of ForwardKeys\u2019 data?<\/p>\n<\/div>\n<div class=\"fusion-sep-clear\"><\/div>\n<div class=\"fusion-separator fusion-full-width-sep\" style=\"margin-left: auto; margin-right: auto; margin-top: 60px; width: 100%;\"><\/div>\n<div class=\"fusion-sep-clear\"><\/div>\n<div class=\"fusion-video fusion-youtube\" style=\"max-width: 600px; max-height: 360px;\">\n<div class=\"video-shortcode\"><iframe loading=\"lazy\" title=\"YouTube video player 1\" src=\"https:\/\/www.youtube.com\/embed\/x9UjSDvdgzM?wmode=transparent&amp;autoplay=0\" width=\"600\" height=\"360\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/div>\n<\/div>\n<div class=\"fusion-sep-clear\"><\/div>\n<div class=\"fusion-separator fusion-full-width-sep\" style=\"margin-left: auto; margin-right: auto; margin-top: 60px; width: 100%;\"><\/div>\n<div class=\"fusion-sep-clear\"><\/div>\n<div class=\"fusion-aligncenter\">\n<style>.fusion-button.button-23 .fusion-button-text,.fusion-button.button-23 i{color:#ffffff;}.fusion-button.button-23{border-color:#e96729;border-radius:8px 8px 8px 8px;background:#e96729;}.fusion-button.button-23:hover .fusion-button-text,.fusion-button.button-23:hover i,.fusion-button.button-23:focus .fusion-button-text,.fusion-button.button-23:focus i,.fusion-button.button-23:active .fusion-button-text,.fusion-button.button-23:active i{color:#e96729;}.fusion-button.button-23:hover,.fusion-button.button-23:active,.fusion-button.button-23:focus{border-color:#e96729;background:#ffffff;}<\/style>\n<p><a class=\"fusion-button button-flat button-xlarge button-custom button-23 fusion-button-span-no fusion-button-default-type\" href=\"https:\/\/forwardkeys.com\/case\/building-a-marketing-campaign-for-dell-technologies-psi\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span class=\"fusion-button-text\">CASE STUDY BY PSI<\/span><\/a><\/p>\n<\/div>\n<div class=\"fusion-sep-clear\"><\/div>\n<div class=\"fusion-separator fusion-full-width-sep\" style=\"margin-left: auto; margin-right: auto; margin-top: 60px; width: 100%;\"><\/div>\n<div class=\"fusion-sep-clear\"><\/div>\n<div class=\"fusion-sharing-box fusion-sharing-box-23 boxed-icons\" style=\"background-color: #f9f9f9; margin-top: 60px;\" data-link=\"\">\n<h4 class=\"tagline\" style=\"color: #4c4c4c;\">Share this, choose your platform!<\/h4>\n<div class=\"fusion-social-networks sharingbox-shortcode-icon-wrapper sharingbox-shortcode-icon-wrapper-23 boxed-icons\"><\/div>\n<\/div>\n<style type=\"text\/css\">.fusion-sharing-box-23 h4{margin-bottom:0 !important;}.fusion-sharing-box-23{flex-direction:row !important;}@media only screen and (max-width:1024px){.fusion-sharing-box-23 h4{margin-right:0.5em !important;margin-bottom:0 !important;}.sharingbox-shortcode-icon-wrapper-23{width:auto !important;justify-content:flex-end !important;}.fusion-sharing-box-23{align-items:center !important;} }@media only screen and (max-width:640px){.fusion-sharing-box-23{flex-direction:row !important;align-items:center !important;}.fusion-sharing-box-23 h4{margin-right:0.5em !important;margin-bottom:0 !important;}.sharingbox-shortcode-icon-wrapper-23{width:auto !important;justify-content:space-between !important;} }<\/style>\n<div class=\"fusion-clearfix\"><\/div>\n<\/div>\n<\/div>\n<div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-45 fusion_builder_column_1_4 1_4 fusion-one-fourth fusion-column-last\" style=\"width: 22%; margin-top: 0px; margin-bottom: 0px;\">\n<div class=\"fusion-column-wrapper fusion-flex-column-wrapper-legacy\" style=\"background-position: left top; background-repeat: no-repeat; -webkit-background-size: cover; -moz-background-size: cover; -o-background-size: cover; background-size: cover; padding: 0px 0px 0px 10%;\">\n<style type=\"text\/css\">.fusion-search-element-23 .searchform .fusion-search-form-content .fusion-search-field input,.fusion-search-element-23 .searchform .fusion-search-form-content .fusion-search-button input[type=submit] {height: 47px;}.fusion-search-element-23 .searchform .fusion-search-form-content .fusion-search-button input[type=submit] {line-height: 47px;}.fusion-search-element-23.fusion-search-form-clean .searchform .fusion-search-form-content .fusion-search-field input {padding-left: 47px;}.fusion-search-element-23 .searchform .fusion-search-form-content .fusion-search-button input[type=submit] {width: 47px;}.fusion-search-element-23 .searchform .fusion-search-form-content .fusion-search-field input,.fusion-search-element-23 .searchform .fusion-search-form-content .fusion-search-field input::placeholder,.fusion-search-element-23.fusion-search-form-clean .searchform .fusion-search-form-content .fusion-search-button input[type=submit] {color: #7a7a7a;}.fusion-search-element-23 .searchform .fusion-search-form-content .fusion-search-field input:focus {border-color: #e96729;}.fusion-search-element-23 .searchform .fusion-search-form-content .fusion-search-field input,.fusion-search-element-23.fusion-search-form-clean .searchform .fusion-search-form-content .fusion-search-button input[type=submit] {font-size: 13px;}.fusion-search-element-23 .searchform .fusion-search-form-content .fusion-search-field input {background-color: #f9f9f9;border-top-width:1px;border-right-width:1px;border-bottom-width:1px;border-left-width:1px;border-color: #a8a8a8;}.fusion-search-element-23 .searchform.fusion-search-form-classic .fusion-search-form-content, .fusion-search-form-classic .searchform:not(.fusion-search-form-clean) .fusion-search-form-content {border-radius: 3px;overflow: hidden;}.fusion-search-element-23 .fusion-search-form-content input.s {border-radius: 3px;}<\/style>\n<div class=\"fusion-search-element fusion-search-element-23 fusion-search-form-clean\">\n<form class=\"searchform fusion-search-form fusion-search-form-clean\" role=\"search\" action=\"https:\/\/forwardkeys.com\/\" method=\"get\">\n<div class=\"fusion-search-form-content\">\n<div class=\"fusion-search-field search-field\"><label><span class=\"screen-reader-text\">Search for:<\/span><br \/>\n<input class=\"s\" name=\"s\" required=\"\" type=\"search\" value=\"\" placeholder=\"Search...\" aria-required=\"true\" aria-label=\"Search...\" \/><br \/>\n<\/label><\/div>\n<div class=\"fusion-search-button search-button\"><input class=\"fusion-search-submit searchsubmit\" type=\"submit\" value=\"\uf002\" aria-label=\"Search\" \/><\/div>\n<p><input name=\"post_type[]\" type=\"hidden\" value=\"any\" \/><input name=\"search_limit_to_post_titles\" type=\"hidden\" value=\"1\" \/><input name=\"fs\" type=\"hidden\" value=\"1\" \/><\/p>\n<\/div>\n<\/form>\n<\/div>\n<div class=\"fusion-sep-clear\"><\/div>\n<div class=\"fusion-separator fusion-full-width-sep\" style=\"margin-left: auto; margin-right: auto; margin-top: 30px; width: 100%;\"><\/div>\n<div class=\"fusion-sep-clear\"><\/div>\n<style type=\"text\/css\"><\/style>\n<div class=\"fusion-title title fusion-title-23 fusion-sep-none fusion-title-text fusion-title-size-two\" style=\"font-size: 30px; margin: 0px 0px 20px 0px;\">\n<h2 class=\"title-heading-left fusion-responsive-typography-calculated\" style=\"margin: 0; font-size: 1em; --fontsize: 30; line-height: 1.5;\"><strong>Categories<\/strong><\/h2>\n<\/div>\n<div class=\"fusion-sep-clear\"><\/div>\n<div class=\"fusion-separator fusion-clearfix\" style=\"float: left; margin-top: 0px; margin-bottom: 10px; width: 100%; max-width: 170px;\">\n<div class=\"fusion-separator-border sep-single sep-solid\" style=\"border-color: #ea6830; border-top-width: 2px;\"><\/div>\n<\/div>\n<div class=\"fusion-sep-clear\"><\/div>\n<ul class=\"fusion-checklist fusion-checklist-23\" style=\"font-size: 14px; line-height: 23.8px;\">\n<li class=\"fusion-li-item\" style=\"background-color: rgba(255,255,255,0);\"><i class=\"fusion-li-icon fa-angle-right fas\" style=\"color: #4c4c4c;\" aria-hidden=\"true\"><\/i>\n<div class=\"fusion-li-item-content\" style=\"margin-left: 33.6px; 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color: #4c4c4c;\">\n<p style=\"text-align: left;\"><a href=\"https:\/\/forwardkeys.com\/news\/events\/\">Events<\/a><\/p>\n<\/div>\n<\/li>\n<li class=\"fusion-li-item\" style=\"background-color: rgba(255,255,255,0);\"><i class=\"fusion-li-icon fa-angle-right fas\" style=\"color: #4c4c4c;\" aria-hidden=\"true\"><\/i>\n<div class=\"fusion-li-item-content\" style=\"margin-left: 33.6px; color: #4c4c4c;\">\n<p><a href=\"https:\/\/forwardkeys.com\/news\/finance\/\">Finance<\/a><\/p>\n<\/div>\n<\/li>\n<li class=\"fusion-li-item\" style=\"background-color: rgba(255,255,255,0);\"><i class=\"fusion-li-icon fa-angle-right fas\" style=\"color: #4c4c4c;\" aria-hidden=\"true\"><\/i>\n<div class=\"fusion-li-item-content\" style=\"margin-left: 33.6px; color: #4c4c4c;\">\n<p><a href=\"https:\/\/forwardkeys.com\/news\/hospitality\/\">Hospitality<\/a><\/p>\n<\/div>\n<\/li>\n<li class=\"fusion-li-item\" style=\"background-color: rgba(255,255,255,0);\"><i class=\"fusion-li-icon fa-angle-right fas\" style=\"color: #4c4c4c;\" aria-hidden=\"true\"><\/i>\n<div class=\"fusion-li-item-content\" style=\"margin-left: 33.6px; color: #4c4c4c;\">\n<p><a href=\"https:\/\/forwardkeys.com\/news\/in-the-news\/\">In the News<\/a><\/p>\n<\/div>\n<\/li>\n<li class=\"fusion-li-item\" style=\"background-color: rgba(255,255,255,0);\"><i class=\"fusion-li-icon fa-angle-right fas\" style=\"color: #4c4c4c;\" aria-hidden=\"true\"><\/i>\n<div class=\"fusion-li-item-content\" style=\"margin-left: 33.6px; color: #4c4c4c;\">\n<p><a href=\"https:\/\/forwardkeys.com\/news\/media-agencies\/\">Media Agencies<\/a><\/p>\n<\/div>\n<\/li>\n<li class=\"fusion-li-item\" style=\"background-color: rgba(255,255,255,0);\"><i class=\"fusion-li-icon fa-angle-right fas\" style=\"color: #4c4c4c;\" aria-hidden=\"true\"><\/i>\n<div class=\"fusion-li-item-content\" style=\"margin-left: 33.6px; color: #4c4c4c;\">\n<p><a href=\"https:\/\/forwardkeys.com\/news\/travel-insights\/\">Travel Insights<\/a><\/p>\n<\/div>\n<\/li>\n<li class=\"fusion-li-item\" style=\"background-color: rgba(255,255,255,0);\"><i class=\"fusion-li-icon fa-angle-right fas\" style=\"color: #4c4c4c;\" aria-hidden=\"true\"><\/i>\n<div class=\"fusion-li-item-content\" style=\"margin-left: 33.6px; color: #4c4c4c;\">\n<p><a href=\"https:\/\/forwardkeys.com\/news\/travel-retail\/\">Travel Retail<\/a><\/p>\n<\/div>\n<\/li>\n<\/ul>\n<div class=\"fusion-sep-clear\"><\/div>\n<div class=\"fusion-separator fusion-full-width-sep\" style=\"margin-left: auto; margin-right: auto; margin-top: 50px; width: 100%;\"><\/div>\n<div class=\"fusion-sep-clear\"><\/div>\n<div class=\"fusion-clearfix\"><\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Does it really matter when you\u2019re driving a car on a long unfamiliar journey and the fog clears, the satnav kicks in, and the streetlights come on? Does it matter&#8230;<\/p>\n","protected":false},"author":1,"featured_media":3619,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[658,623,20],"tags":[],"class_list":["post-3618","post","type-post","status-publish","format-standard","has-post-thumbnail","category-archive","category-our-insights","category-press"],"acf":[],"_links":{"self":[{"href":"https:\/\/forwardkeys.com\/es\/wp-json\/wp\/v2\/posts\/3618","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/forwardkeys.com\/es\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/forwardkeys.com\/es\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/forwardkeys.com\/es\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/forwardkeys.com\/es\/wp-json\/wp\/v2\/comments?post=3618"}],"version-history":[{"count":2,"href":"https:\/\/forwardkeys.com\/es\/wp-json\/wp\/v2\/posts\/3618\/revisions"}],"predecessor-version":[{"id":9559,"href":"https:\/\/forwardkeys.com\/es\/wp-json\/wp\/v2\/posts\/3618\/revisions\/9559"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/forwardkeys.com\/es\/wp-json\/wp\/v2\/media\/3619"}],"wp:attachment":[{"href":"https:\/\/forwardkeys.com\/es\/wp-json\/wp\/v2\/media?parent=3618"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/forwardkeys.com\/es\/wp-json\/wp\/v2\/categories?post=3618"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/forwardkeys.com\/es\/wp-json\/wp\/v2\/tags?post=3618"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}