Results on How Best to Understand and Use Emerging Data Sources in Media Planning and Buying Explored During CIMM 4th Annual Cross-Platform Media Measurement & Data Summit
NEW YORK – April 22 2015 – The Coalition for Innovative Media Measurement (CIMM) today introduced the initial results from a whitepaper about quality assessment of various data enrichment providers that are increasingly providing purchasing, demographic and lifestyle data for matching to digital and TV usage behavior. The initial report recommends that greater disclosure and transparency would help to improve data quality, while standardization of nomenclature and metric definitions will be needed to support the expected growth of programmatic media transactions.
The study was produced by Gerard Broussard, principal of Pre-Meditated Media, who presented highlights of the findings during the CIMM 4th Annual Cross-Platform Media and Measurement Summit. Broussard’s presentation reported how data integrations are being used to plan and test media targeting and measure ROI; it also covered key questions that end users need to ask of data providers to insure they understand the quality and accuracy of the data. By mid-May, CIMM will make available Broussard’s full whitepaper that evaluates how best to understand and use emerging data sources in media planning and buying.
“Our industry has a keen and critical interest in understanding how these data are sourced and updated, and how the data are being combined to create new marketing segments.” said Jane Clarke CEO and Managing Director, Coalition for Innovative Media Measurement. “At a time when data integrations are rapidly multiplying, this study has taken a very large first step towards identifying how to evaluate and require data quality.”
The study was based on interviews conducted with 21 companies, including advertisers and agencies, multichannel video programming distributors, media networks, and data providers. Overall the findings highlight that there is vast room for data quality improvement and that:
- Larger firms, with long-established processes, are perceived as delivering higher quality data,
- No individual data supplier is the undisputed leader across all categories/services
- Suppliers tend to excel in particular source categories such as automotive or consumer product goods
- The use of data “mash-ups” poses challenges for understanding which data sources are driving results, particularly with digital ad tech targeting
- Third-party data continues to make advertising/marketing campaigns more effective – and data suppliers rely on multiple data sources to confirm the correct information about consumers
- Most end users and data firms expect the standardization process to be facilitated by major industry associations
“With this study we looked at how we can begin to enrich and link consumer touch points with more granular target descriptions to improve advertising/marketing effectiveness, but from the vantage point of ensuring data quality standards could be met across all sources of integration,” Broussard said. “With the discussion we have had here at the CIMM summit and with the introduction of our final study, we will have significantly educated end users on potential data quality issues from third-party sources and moved closer to outlining industry standards.”
The full study whitepaper will be available at www.cimm-us.org.
The Coalition for Innovative Media Measurement (CIMM) is comprised of leading video content providers, media agencies and advertisers that aim to promote innovation and foster efficiencies in audience measurement for television and cross-platform video. CIMM explores and identifies new methodologies in audience measurement and verifies these approaches through a series of pilot tests and studies conducted with independent measurement companies. CIMM’s primary focus is on two key areas: the current and future potential of television measurement through the use of return-path data, and new methods for cross-platform media measurement. www.cimm-us.org.