- Iterate and innovate. If you use your campaigns as a mechanism to learn and figure out what works for you, you’ll succeed. There is usually debate over the “best” data sets in the market. The data sets and approach that work to drive optimal results for an individual brand’s KPI is the data/segment that is best for that brand. Brands will find that for certain KPIs, third-party data outperforms their CRM data and vice versa.
- Get your team together early and often. This is a team sport. Your partners—agencies, data companies and publishers—should be at your side on this journey. Bring everyone together at the beginning of the process and challenge partners to step up and help you learn. Encourage them to be thoughtful on the front end while being clear on what you’re trying to learn and accomplish. Push partners to give you the measurement and validation needed to help scale your efforts. Over time you’ll understand that OTT and CTV are key tactics that can be leveraged to drive outcomes, and you’ll know how to better maximize success.
- Don’t accept that something succeeded or failed without questioning why. I always say that understanding what is broken is usually more powerful than knowing which pieces worked. If you don’t know why a campaign is not performing well, you cannot improve. Do not accept campaign success or failure without questioning why. Take a deeper look into the data and ask, “What levers can I pull to make the next campaign better?” and “How can I take insights from this campaign to inform future media buys?” For example, figure out if demo-based or strategic audience-based targeting is better for driving sales volume. Learn what the trade-offs are for targeting a demo versus a more specific audience. Determine how a shift in audience targeting could have maximized the ROI.
- Create your own standards and practices within your organization. Find the subject matter experts in your group and develop those voices. In the test design phase for every campaign, make curiosity a core value for your team and organize everyone around that.
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