Marketing's Blind Spot: Data Opacity is Costing You
Why is marketing so difficult? Why is it so hard to organize? Why is it so hard to measure? Why can't I see what my consumer sees? In real time? These are questions we hear daily from senior marketing executives. Another is the simple use case; whenever I sit in a board meeting, a board member asks, "What's the best-performing ad on {NAME MEDIA CHANNEL}?" It takes me time to get that. This should all be easier.
There is a purposeful opacity to advertising metrics. All digital platforms, or as many call them, media channels, control the metrics the advertisers rely on, making it exceptionally complex to verify performance.
This weaponized opacity leads to:
Over-attribution inflating ad performance.
Hidden inefficiencies leading to wasted budgets. How do you make an apples-to-apples comparison?
Lack of cross-platform visibility making true ROI calculation impossible. Fragmentation! Fragmentation! Fragmentation!
What's The bigger problem?
Advertisers are making decisions based on an incomplete or non-integrated view. Individual channel data prioritizes platform profits over brand growth. If you can't see how your marketing dollars are performing outside of the platforms' reports, you don't really know if your budget is working. Many marketers talk about MMM or Media Mix Modeling. But that's only part of the picture. What that picture often misses...IS THE PICTURE!!! What did the consumer see? Is it integrated? Does it support the story I want to tell about my brand?
There are only two ways to improve marketing: Make teams, media, and assets more efficient or make them more effective. At mktg.ai, we cut through the noise:
We pull in real, cross-platform performance data so brands can break free from biased reporting.
We normalize creative performance metrics across platforms and deliver insights for creative optimization
We memorialize marketing data, creating a single source of truth that eliminates blind spots.
The industry needs a solution to organize, analyze, and optimize its marketing across channels. They need transparency. They need a technology that becomes a Creative Operating System for their business and brand. Our focus is to make a technology that is as mission-critical as a company account system. We're close!
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