By Ken Beaulieu, vice president of marketing and communications, ANA
Posted: Oct 12, 2015 3:00pm ET
The growth of digital media has opened the door for businesses to make smarter marketing decisions based on data analytics. Unfortunately, studies show that few marketers have a high degree of competence in data management. To learn why, we reached out to Simon James, a global leader of the analytics practice at SapientNitro, a Boston-based marketing and consultancy company. Simon, who will teach the new ANA digital innovation lab Creating Competitive Advantage Through Data Analytics, November 4 in New York City, also shares his thoughts on the key drivers of success in data analytics, how to create a culture of continuous learning, and more.
Q. Why is the use of data analytics difficult to adopt at many organizations?
A. Analytics can have a pervasive effect on a business. It challenges and provokes an outbreak of introspection that is not always welcome. Therefore, the key barrier to adoption is largely cultural rather than technical. Similar to giving up smoking or going on a diet, the benefits are reaped in the long term, and in order to get to tomorrow, you are going to have to put up with some discomfort today. So unless there is a commitment from the top that the pain is worth the gain, many good intentioned analytics initiatives fail to be adopted. Therefore, as much focus must be given to the cultural impact of adopting a more evidence-based marketing decision-making strategy as to the technical implementation itself.
Q. What are some of the drivers of success in data analytics?
A. First, any data analytics function needs to be championed by a senior leader within the business. His/her sponsorship is crucial to ensuring insights are acted upon. Second, there needs to be a clear process for how data is organized into information — information analyzed to generate insight, and insight providing decision-makers with the courage of their convictions to act in a timely fashion. Third, there needs to be a learning culture within an organization where poor results are viewed as an opportunity to learn and improve rather than to instigate a witch hunt. If you can get leadership, process, and a learning culture in place, I would say you are well on your way to being a high performing analytics company.
Q. What are the main challenges of turning information into actionable insights?
A. The key challenge is getting timely and accurate data, in an easy-to-digest format, into the hands of business users. The business users are the ones who have the context — context on the market, on customers, on competitors. Only through contextualizing data can you turn it into actionable insights. For too long, data analysts have been left to their own devices to formulate hypotheses, when the real insight comes from the experts within a business rather than from someone with a machine learning or statistics degree. This is why we see such huge growth in the democratization of data through data visualization, infographics, and data journalism. Analytics is no longer seen as a black box, to be unblinkingly and unquestionably relied upon to get to the truth. It is an input to decision-making, not an output in its own right. There is no truth in analytics, only better informed opinions.
Q. What key steps can companies take to create a culture of continuous learning?
A. The first step is achieving 20:20 hindsight. While this sounds like crude common sense, surprisingly few companies have a perfect view of what has happened. Without a firm grip of the past, you can’t begin to think about improving the future. The second step is to have a process that generates timely, actionable insights that allow you to make informed decisions. This requires rigor and discipline around people, process, and technology. Once you have these things in place, you can attain the highest level of maturity, and the killer application of analytics, generating foresight and the strategic and competitive advantage it brings.
Through peer collaboration, resources, and action plans, attendees of the ANA digital innovation lab Creating Competitive Advantage Through Data Analytics will learn how to build analytics competence within their organizations. Register now.
By Bill Duggan, Group EVP, ANA
Posted: Oct 9, 2015 11:00am ET
National Hispanic Heritage Month runs from September 15 through October 15. During this time we recognize the contributions made and the important presence of Hispanic and Latino Americans to the United States and celebrate their heritage and culture.
The ANA Multicultural Excellence Awards recognize the year’s best multicultural advertising campaigns. In 2015, the Hispanic category was once again the most popular, receiving 70 submissions. From that large number of entries, three finalists were selected by our panel of judges:
- Wells Fargo with Acento Advertising
- Toyota Brand with Conill
- Chrysler 200 with Lopez Negrete Communications
Advertising spending in Hispanic media continues to rise. Between 2010 and 2014, overall expenditures among America’s top 500 advertisers increased by only 6 percent. Meanwhile, ad spending in Hispanic media jumped 63 percent during those four years, from $4.7 billion to $7.1 billion, according to the Association of Hispanic Advertising Agencies (Source: Forbes).
Kudos to the 70 marketers and their agencies who provided their submissions for the ANA Multicultural Excellence Awards in the Hispanic category. Congrats to the three finalists. One of these finalists will be named the Grand Prize Winner at the ANA Multicultural Marketing & Diversity Conference, November 8–10 in Miami.
Wells Fargo with Acento Advertising
Toyota Brand with Conill
"El Jefe (The Boss)"
Chrysler 200 with Lopez Negrete Communications
"From Ordinary to Extraordinary"
"It's My Mom, Not Your Mom"
By Mala White, senior manager of committees and conferences
Posted: Oct 8, 2015 2:00pm ET
This is my second year working on the ANA Multicultural Excellence Awards and by far, it is one of the most enjoyable parts of my job. This year, we rolled out a new awards platform and along with it, two rounds of judging to make the process more efficient and effective.
Round Two of the judging took place on September 10 at ANA's headquarters and included an impressive lineup of judges:
As we worked our way through viewing more than 160 pieces of creative, we stopped to have what could at times be called spirited discussions around multicultural marketing and specific pieces of creative viewed within a category.
Those discussions within the room will allow us all as marketers to move forward with a better understanding of what multicultural marketing encompasses. I can safely say we walked away from the experience with a little bit more knowledge based on the feedback from my judging colleagues:
- "There's been an impressive evolution in the quality and breadth of submissions in the three years I've judged. Companies are clearly starting to internalize the importance of reflecting the increasing diversity of the U.S. population, and they are executing ideas rooted in specific and culturally authentic insights." Dante Mastri, American Express
- "The different creative executions incorporated insights that were both genuine and natural. I loved to see how many of these created a connection back to their brands. Judging was not easy. As it is expected of every competitive process, we must have winners. But I'm confident when I say we didn't have losers; the quality of our efforts to connect with these important audiences is noticeable and inspiring." Javier O. Detrinidad, Edward Jones
- "It was a pleasure for me to participate in this session. It brought me out of the "day to day" heads-down work, and allowed me to get a very broad and valuable perspective of all the great work that is being done. Also, sharing with our colleagues was very interesting and fulfilling. Multicultural marketing has gone a loooooooong way, and this exercise proved it." Beatriz Rojas, Kaiser Permanente
- "Judging the 2015 Multicultural Excellence awards was an unbelievable experience in witnessing strategic insights delivered through powerful creative. The quality of work we reviewed was incredible and engaging in a way that went beyond specific segments and truly approached it from a Total Market perspective. As the consumer landscape continues to evolve into an increasingly multicultural arena, it is crucial to have a clear understanding of the insights needed to deliver powerful messaging in culturally-relevant executions. We have seen an important shift in the marketing landscape and it will be interesting to track its continued evolution." Janina Delloca-Pawlowski, Dunkin' Brands, Inc.
So who are the Grand Prize winners? Join us in Miami Beach, Florida on November 8 at the Multicultural Marketing & Diversity Conference to find out!
Category Finalists are as follows:
People with Disabilities
By Bill Duggan, Group EVP, ANA
Posted: Oct 1, 2015 3:00pm ET
October is National Disability Employment Awareness Month. Its purpose is to raise awareness about disability employment issues and celebrate the many and varied contributions of America's workers with disabilities. This year is the 70th anniversary of National Disability Employment Awareness Month and 25th anniversary of the Americans with Disabilities Act. It’s a time to celebrate the many and varied contributions of America's workers with disabilities. The theme for this year is "My Disability is One Part of Who I Am."
The ANA Multicultural Excellence Awards celebrate the year’s best multicultural advertising campaigns. In 2014, for the first time, we added a category for People with Disabilities and lots of outstanding work was submitted. This year, the submissions for the People with Disabilities category are also very good and the finalists are:
- AARP & Ad Council with Alma DDB
- Kleenex (Kimberly-Clark) with VSA Partners
- XFINITY with Goodby Silverstein & Partners
One of these finalists will be named the Grand Prize Winner at the ANA Multicultural Marketing & Diversity Conference, November 8-10 in Miami. Similar to what we saw last year, the creative submissions for all finalists clearly connect with the disability community and each also provides a powerful emotional story overall. In other words, even if you do not personally have a disability or don't have family/friends with a disability, the messaging still works! Congrats to the finalists and view this outstanding work below.
AARP & Ad Council with Alma DDB
Kleenex (Kimberly-Clark) with VSA Partners
"Unlikely Best Friends"
XFINITY with Goodby Silverstein & Partners
By Bill Duggan, Group EVP, ANA
Posted: Sep 29, 2015 3:00pm ET
|Lizette Williams will co-host the 2015 Multicultural Marketing & Diversity Conference|
Lizette Williams is one of the dynamic new leaders in our industry. She is currently Multicultural Marketing Leader, North America at Kimberly-Clark Corporation and will be co-hosting the 2015 ANA Multicultural Marketing & Diversity Conference, November 8-10 in Miami (#ANAMulti).
At Kimberly-Clark, Lizette leads the organization’s multicultural marketing strategy across all brands. As part of her role, Lizette is charged with implementing a total market strategy throughout the organization and chairs the Multicultural Taskforce, a 20-person, cross-functional team responsible for growing the North American businesses with ethnic consumer segments. Lizette was a presenter at last year’s Multicultural Marketing & Diversity Conference, where she posed important challenges to client side marketers and agency partners.
To client side marketers: This is a fascinating time to be in the multicultural industry and we have this amazing opportunity to evolve the depiction of people of color in the media. Look behind the obvious insights and think deeper about these consumers and get to the core of who they are so we get to a place where we have better work and better depictions of people of color in the media.
To agency partners: The general market is Hispanic and the mainstream is diverse. Don’t hold on so tightly to your antiquated reason for being that you become obsolete. Continue to evolve your approach and maintain your relevance. It’s not about eliminating ethnic agencies but it’s about repositioning to represent the general market.
Lizette – the industry is fortunate to have your leadership!
By Bill Duggan, Group EVP, ANA
Posted: Sep 21, 2015 1:00pm ET
ANA was blessed to have Nate Silver with us at last week’s Masters of Measurement Conference. In the 2012 presidential election between Barack Obama and Mitt Romney, Nate correctly predicted the winner of all 50 states and the District of Columbia. Nate spoke at the ANA conference on Thursday, the day after the Republican debates. In his column, What Went Down In The Second GOP Debate, Nate and his team graded every candidate’s debate performance and only Carly Fiorina graded an “A.”
Following Nate’s session we asked conference attendees, “Who would you vote for in the Republican primary?”, and Ms. Fiorina came out on top by a wide margin.
- Carly Fiorina – 39%
- Jeb Bush – 13%
- Ben Carson – 13%
- Donald Trump – 13%
- Marco Rubio – 7%
- Chris Christie – 6%
- John Kasich – 6%
- Mike Huckabee – 1%
- Rand Paul – 1%
- Scott Walker – 1%
- Ted Cruz – 0%
Interesting results, although it’s still very early.
By Andrew Eitelbach, senior manager of marketing and communications
Posted: Sep 10, 2015 8:30am ET
A hard fact: The Internet is noisy, crowded, and stuffed with messages far more entertaining and informative than yours (or mine). Still, it’s often the best way to reach consumers, if you can keep their attention long enough to receive the message.
The cover story in this month’s ANA magazine examines innovative uses of technology online and provides some key takeaways any marketer can use for his or her own brands.
From drones to virtual reality to interactive banner ads, marketers are using technology in fun new ways to build unique brand experiences, hear how Patrón Spirits, Southern Comfort, Taco Bell, Red Robin Gourmet Burgers, and Electrolux use tech to connect with consumers.
- Walmart’s Executive Vice President and Chief Marketing Officer, Stephen Quinn, discusses his role as chair of the Alliance for Family Entertainment, and the need for family-friendly programming.
- The Muppets return to TV and their new marketing campaign plays on the nostalgia of their prime audience.
- Infographic: Generation Z now makes up a full quarter of the U.S. population, it’s time to figure out what makes them tick. We look at the research and break it down by the numbers.
- BuzzFeed is worth more than you think, Periscope gets more use than you realize, the things that make marketers dread their jobs the most, and more. Stats and stories to make you smarter.
Let us know what you think. Contact the editor: Andrew Eitelbach.
By Bill Duggan, Group EVP, ANA
Posted: Sep 8, 2015 10:00am ET
ANA and BrightLine recently released the report, “The Connected TV Opportunity,” which reveals that the large majority of ANA members believe connected TV is an opportunity for the television advertising industry. Targeting and following viewer behavior are key reasons. But in order for connected TV to optimize its full potential, measurement issues need to be addressed.
Among users, the top barrier preventing greater spending on connected TV is measurement, cited by 69 percent of respondents. According to the Addressability and Measurement Task Forces of the 4A’s, measurement issues limit the ability to assess how consumer behavior is adapting to connected TV. It is a highly complex environment with many platforms and limited/no uniformity. There is scarce data available about consumption on connected TV and almost no independent third-party measurement.
Our research reveals that only 22 percent of ANA members responded that their company has engaged in connected TV advertising over the past year. Meanwhile, budgets are modest, as a little under half (46 percent) allocate just 1 percent or less of their total TV advertising budget to connected TV. In order to optimize growth, the measurement issues that limit the ability to assess how consumer behavior is adapting to connected TV need to be addressed.
By Bill Duggan, Group EVP, ANA
Posted: Sep 4, 2015 10:00am ET
ANA/BrightLine research findings (“The Connected TV Opportunity”) reveal that awareness and education about connected TV/OTT are critical to its future adoption and growth by advertisers. Only 43 percent of marketers claim to be “very” familiar with connected TV; if that same question were asked for cable TV, the response would likely be universal.
Connected TV is gaining traction as consumers are increasingly viewing content whenever/wherever they want. Some are “cutting the cord” — terminating traditional TV entirely in favor of connected TV/OTT subscriptions. While adaption of connected TV spans generations, younger consumers are particularly engaged.
As consumers continue to migrate to multiple screens/devices and penetration of connected TV continues to grow, it’s incumbent on marketers and their agency partners to explore the potential of video in any way it’s delivered. Connected TV advertising does not have to replace traditional linear television, but is an option to supplement it, and one which will increasingly offset the decline in traditional linear television ratings and reach.
The promise of connected TV allows advertisers to achieve similar benefits as their digital counterparts — including enhanced analytics, engagement, and audience targeting — but on the biggest and most influential screen in the home. By both targeting the media buy and enhancing relevant messaging in the subsequent interactive experience, marketers have the ability to reach consumers on a deeper, more personal level than ever before. As both the breadth of connected TV penetration (number of households) and depth (number of sets in each household) grows, the targetability of connected television will likely be enhanced.
The advertising industry stands to benefit from connected TV, which has the potential to amplify impressions and offer more total viewing hours to build on the existing television viewer base. If harnessed effectively, connected TV is poised to reach more viewers with digital targeting, analytics, and engagement: a win-win for consumers and marketers.
By Jesse Feldman, senior manager of content strategy and partnerships
Posted: Sep 2, 2015 11:00am ET
The ANA’s Marketing Knowledge Center is now home to more than 70 award-winning B-to-B case studies from the 2015 B2 Awards. This is the first year we’ve curated and published the B2 Awards, which are managed by our colleagues at the BMA (Business Marketing Association). My team has converted the entry materials (including videos and images) into easy-to-read, educational, and inspirational case studies.
Here are just a couple highlights from the 2015 B2 Awards, from companies of all sizes:
- Aon’s global brand strategy consolidated all of its business units under a single logo and the tagline, “Empower Results.”
- Juniper Networks significantly outperformed sales benchmarks with a content marketing strategy focused on providing value throughout the path to purchase.
- Baxter Healthcare redesigned its booth at the largest gathering of pharmacists in the world to increase awareness and drive lead generation at the trade show.
- To launch the newly-formed global HR services brand Cielo, an integrated campaign was developed around the idea that the “sky is the limit.”
These cases show that creativity and innovation are not restricted to consumer-facing campaigns or huge budgets.