In this episode, Jackelyn Keller, CMO of Comscore, discusses the evolution of advertising currency, the transformation of Comscore from a measurement company to a data-centric organization, and the importance of navigating data chaos in the advertising industry. She emphasizes the need for partnerships and the role of data in understanding consumer behavior, while also exploring innovative ways to visualize data for better insights.
takeaways
-Currency in advertising refers to how money is made in the industry.
-Traditional advertising currency is often a one-size-fits-all approach.
-Digital technology allows for more flexible and diverse currency options.
-Comscore has evolved from a measurement company to a data-centric organization.
-Real-time decision-making is now possible in advertising.
-Partnerships are key to navigating data chaos in advertising.
-Comscore aims to be a trusted third party without an ad revenue stream.
-Understanding consumer behavior is crucial for effective advertising.
-Innovative data visualization can bring insights to life.
-Personifying data helps in making invisible products visible.
Chapters
00:00 Understanding Advertising Currency
03:01 The Evolution of Comscore
05:25 Navigating Data Chaos in Advertising
08:18 Personifying Data for Better Insights
