Lecture at ESPM brought together Letcia Milo, from Talent Marcel, and Caroline Campos, from DPZ, to discuss the importance of using data in campaigns
The recipe for a campaign to be considered a success is that the company knows who it is talking to and who it wants to reach with that piece. For this to happen, the market provides the most diverse tools, but one of them has become the main one: the use of data.
During the ESPM lecture How data can qualify communication, publicists Letcia Milio, Business and Intelligence manager at Talent Marcel, and Caroline Campos, Consumer & Media Insights manager at DPZ, discussed the importance of having a research of the agencies present at all times of a campaign to make it more effective.
It is important to think that the data enters at the beginning, in the middle and at the end. They are the ones who tell you what the return will be, who you have to speak to, where you have to speak, why you have to speak, how you have to speak, said Letcia.
One of the tools that was highlighted during the chat between the guests was social networks. According to Letcia, the networks allow clients and agencies to look directly at the public and understand their behavior. In addition, she also highlighted the importance of the diversity of repertoires when analyzing the data.
You won’t be able to interpret data if you don’t have a repertoire. People look at the BI and say it’s the area that makes the report, but it’s not. BI needs to enter at the beginning, at the end and throughout the process. The BI will do the study to understand who your audience is, where is the best way to talk to them, what is the best way, why are you talking to these people… Nothing guesswork. If you campaign because you think it’s cool, that’s worthless. One thing that is very important to say is that advertisers need to let go of their ego, highlighted the BI manager at Talent Marcel.
Caroline Campos highlighted this thinking about diversity and concluded by stating that the market needs to understand that consumer behavior cannot be defended only with discussion research and in-depth groups. According to her, what defends this behavior are the numbers.
When we start to work and understand that if you do an analysis on a number that is not representative, you can have an absurd negative view. Understanding samples helps one begin to defend a point of view of a number that makes sense. We have daily challenges of starting to talk to a diverse audience, understanding what this diversity represents, but I cannot speak through a number that does not represent that, said the DPZ manager.
Another point discussed among the publicists during the lecture was the lack of understanding of the client about the public that, in fact, consumes that product or service. On this topic, both stressed the importance of having data and, with it, educating the client so that he has a clearer view of who he affects.
The client doesn’t always know what he wants and, often, the agency’s role is to look at the briefing and say that is useless, let’s try to change it. It’s a matter of educating the customer and we need to use the data to show that, explained Letcia.
Caroline completed this thought, stating that there are brands that want to sell to an audience that does not consume their product.
It is a counterpart of the client and the agency to understand this data to start questioning, in a more assertive way, which audience they are talking to. This briefing deconstruction process involves understanding the cluster, understanding who consumes the product and the internet made it possible for us to hear what people say, he added.
In the end, the advertisers highlighted the importance of advertising students to understand their role in people’s lives and how advertising dictates trends, opinions and behaviors.
It is important for us to be aware of the power we have. Advertising moves the world. If advertising doesn’t buy an idea, it doesn’t happen, said Letcia.
All the transformation that advertising is going through was done by us, people who want diversity, who want advertising to represent different profiles. Advertising made by us. At the end of the day, we are the propaganda. It is important that advertising and advertising students understand their role as a behavior creator. Advertising generates trends, makes people admire profiles, changes opinions, added Caroline.
