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What specific consumer data points will help you win your next big pitch? More importantly, how do you help your clients better understand their markets so they will stick with you for decades?
Data can be a powerful tool or it can confuse, deceive, and frustrate.
Today’s guest has the resume and in-the-trenches experiences to help any agency measure what matters.
Matt Blasco is the former Global Head of Advanced Analytics at Havas Group, where he worked on the Dos Equis Most Interesting Man campaign, and many other well-known projects. Today, Matt runs Buzzz Insider, where he partners with agencies to help them set the right data foundation, pitch new campaigns, and communicate the right metrics to clients.
What you will learn:
- Why the client rejected The Most Interesting Man concept at first.
- How a simple Google Trends search proved the success of The Most Interesting Man campaign.
- CMO attrition and how it can derail even the most successful campaigns.
- What happens when a campaign starts to dwarf the brand.
- The link between creative and media spend, and why media is often over-valued.
- The challenge CMOs face de-cluttering the martech mess.
- The Data ABCs, The 5 S’s of Data, and how you can use them to win your next big pitch.
- The most-common data blunders made by agencies.
Links:
Quotes:
“We leveraged Google Trends – simple as that – to look at queries for Dos Equis versus The Most Interesting Man.”
“I think a lot of the large companies are seeing the inefficiencies that exist when you have far too many partners involved.”
