“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media.
Today’s column is written by Matt Zeiger, VP of Technology, Adlucent.
Last year, while I was working at a different marketing agency, I was sitting across from a team of paid social media buyers, talking about the strategies they are using to grow their accounts. I asked, “So how are you finding and connecting with your target customers?” And I expected a variety of different responses based on the particular brand or account they were working on.
“We use look-alikes in Facebook,” one succinctly responded, and the others all nodded their heads in sync.
“Right, but what else?” I asked. “What happens when we aren’t hitting our objectives and look-alikes are not working?”
Everyone responded both in silence and confusion. It was then I realized how bad things had gotten.
Marketers haven’t really needed to understand how data has been used to drive successful marketing campaigns. Instead, they’ve relied on the expertise of Big Tech players who provide “free” products in exchange for customer data.
I don’t mean to criticize this mindset, but I do want to address the subsidization of expertise it invites. Many media experts have been trained on specific tools and technologies, not as much on the fundamentals or why things work the way they do.
We are clearly entering a new…