There is seismic change going on in the baseball community, and the tremors that come from this change are affecting the entire media ecosystem. I came across this article (see link below) that really stopped me in my tracks.
Data takes most of the subjectivity out of the process of creating a marketing strategy. I can’t tell you how many times a client has directed us to buy advertising based on their own media consumption habits. Or they want us to purchase media based on what a telephone survey or customer exit interview they paid for revealed.
These early forms of data collection have a high margin of error, a low sample size and are expensive and time consuming to acquire. Many of them are dependent on the recall-ability of the participant. That may have worked 30 years ago, but with the proliferation of media outlets today, it becomes virtually impossible to accurately attribute a media source using only a participant’s memory.
Today, cookie tracking, devices ID’s and the emerging use of universal identifiers like email addresses gives us a better way to collect marketing intelligence about your potential customer. Thanks to our data partners, we gather large amounts of unbiased, pseudonymous data about your consumer in a short amount of time for a fraction of the cost.
But gathering accurate and timely data is only the first step in building a data-driven marketing strategy. Data is only useful if it becomes actionable. And here is where we shine! Our unique team of data analysts, media buyers and creative thinkers ingest this gathered intelligence, compare it against campaign key performance indicators, and then make the appropriate recommendations.