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  • admin 9:54 am on August 29, 2016 Permalink
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    Is A Picture Worth A Thousand Words? The Truth About Big Data And Visualisation 

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  • admin 10:17 am on January 31, 2015 Permalink
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    Are Super Bowl Ads Worth The Cost? 

    trophyDeflategate” has dominated the conversation over the past week, but most marketers I talk to are interested in something else entirely. When it comes to the Super Bowl, we want to know what’s happening with the advertising.

    According to Money, an ad for Super Bowl XLIX costs roughly $ 4.5 million for 30 seconds of air time, up $ 500,000 from 2014. That works out to $ 150,000 per second. If you’re like me, I’m sure you can’t help but wonder, “Is it really worth it?”

    The answer to that question is complicated and naturally, will depend on who’s responding. But, you can’t discuss Super Bowl advertising today without considering that:

    • Results from the past two years have been less than stellar. The advertising consultancy Communicus tracks changes in the purchase behaviors and intentions of individual consumers and relates these to their Super Bowl commercial engagement. In both 2013 and 2014, Communicus found that four out of five Super Bowl commercials failed to deliver when judged against this standard.
    • Big names, and especially automakers, seem less eager to participate. AdAge reports that there will be about 15 new Super Bowl advertisers this year. The Wall Street Journal says it’s the largest group of first-time sponsors since the dot-com boom.
    • The winning game plan is increasingly elusive. Calculating the ROI of a Super Bowl ad is more complex than ever. What role does social media play? How does real time marketing during the game factor in? (Remember the big wins from brands who tweeted during the half-hour blackout in the middle of Super Bowl XLVII?) Should Super Bowl ads be released ahead of time to capitalize on pre-Game buzz? (Many are on-board with that strategy, but an informal poll by ESPN’s Darren Rovell suggest the answer is “no.”)

    POLL RESULTS: Hey Super Bowl advertisers, 89% of fans say they don’t want to see your ads ahead of time pic.twitter.com/chTUa2AxuN

    — Darren Rovell (@darrenrovell) January 24, 2015

    So, that leaves me circling back to the questions at the heart of all marketing: What do consumers want? What do they respond to? How can we make marketing “really worth it?”

    Well, there’s one thing I know for sure. Whatever it is that consumers want and respond to has changed tremendously since the Super Bowl started in 1967. Today’s consumers have lost patience with traditional marketing campaigns and customer experiences that are fragmented and piecemeal. These days, they want individualized attention, and they’re expecting to connect with you in ways that are dynamic and meaningful – not flash-in-the-pan, one-size-fits-all.

    What can you do to offer that?

    You can combine people, technology and systems through processes like data driven marketing.

    Remember: As your customers interact with your brand across channels, they provide you with incredibly detailed information about their preferences, interests, wants and needs. You have what you need to create an individualized experience if you’re willing to dig into that goldmine of data and draw out the insights to make it happen.

    Of course, that’s a big (italicized and bold) “if.”

    Our recent research shows that data-driven companies are more likely to outperform their competitors when it comes to profitability. However, nearly six out of ten of those we polled (57 percent) believe their company does a poor job with capturing and disseminating important business data. In addition, two-thirds said that some departments have much better access to data than others.

    While CEOs are less aware of the problem (only half agree it is the case), lower-level managers are very vocal about it. Eight in 10 senior vice presidents, vice presidents and directors agree that data are unequally available, and at the same time, 42 percent of respondents find access to data cumbersome and not user-friendly, further exacerbating the data-availability problem.

    Getting past hurdles like these is no small task and will require leadership, collaboration and innovation. Some might even say it’s more difficult than creating a winning Super Bowl ad – or winning the Super Bowl itself, for that matter. But when you start effectively integrating data, technology and people, you’re on your way to driving more revenue, and for most of us, that kind of victory is even sweeter than the Vince Lombardi Trophy.

    The post Are Super Bowl Ads Worth The Cost? appeared first on Teradata Applications.

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