LOS ANGELES – As marketers pore over new uses for data, media marketing firm Simulmedia wants to use the data it has access to as a way to better connect reach and frequency metrics to business outcomes, says John Piccone, VP Sales at Simulmedia, a media marketing company, during an interview with Beet.TV at the 4A’s conference in Los Angeles.
“We can see what they watch on TV and what they watch in ads. When you can focus on business outcomes you can see efficiency and the placement of the media and when to be in market and not be in market,” he says. The next step is to analyze the levels of reach, frequency or context that can drive the business outcome. “What the business outcome of the message is downstream is where we think these data sets can help see into the future,” he adds.
Simulmedia has been working closely with marketers and agencies to ingest data from multiple campaigns to analyze the impact. “This helps owners of business outcomes decide what the impact was of these tactics,” he says. Simulmedia has tracked, for instance, how many consumers signed up for a particular service to determine which tactics should be used in future sign-up efforts.