Page 16 - index
P. 16
RESEARCH, ANALYSIS & TRENDS
The role of data in the digital ecosystem:
Owned, Earned and Paid Media
Insights are the cornerstones of any media strategy, Hence, strategic planning requires a stringent approach
both in digital as in the classical channels. These in- in the integration of data to ensure the orchestration of
sights are getting richer and richer, due to the increas- actions, especially since individual measures are inte-
ing fragmentation of media channels and a growing grated into a customer journey planning based on an
number of devices being used. Secondary data collect- ‘Insights Driven Media Strategy’. Only the combination
ed from various sources are finding their way into the of learned, classical approaches to insights generation,
strategy plan of companies and agencies. While market and conversion to strategic concepts with the new sig-
research and sales data played a dominant role for a nals, complements such a strategy.
long time, the number of so-called real-time data and
signals are gaining momentum and need to be consid- The digital media business is complex with many char-
ered in the strategic planning. acteristics. The versatile channels and media, however,
can roughly be summarized in three areas: Owned Me-
The mentioned signals are combined data streams from dia, channels that are exclusively played by the compa-
digital channels, such as posts on Facebook or Twitter, ny; Paid Media, purchased media services; and Earned
profile information, Likes, Shares and reactions to is- Media, such as Word-of-Mouth or viral effects.
sues or visits to various sites. Users are constantly giv-
ing signals that mediate in turn information on interests, Each of these areas plays one or more roles in the me-
needs and acquisition plans. dia strategy with a situation-dependent strength. For
instance, earned media is usually given the most po-
The processing of this data belongs on the operational tential reach, however, the role between paid and
level to the tools of a Media Planner or Account Manag- earned media performance blurs over an increasing
er. They are in particular basis for an efficient advertis- commercialization of social channels, forums and
ing in search, affiliate, eCRM, performance display and blogs. This is probably also due to the fact that through
‘paid social’, where the proportion of tactical control has improved data and related targeting capabilities in the
a special focus. paid channels, reach can be increasingly expanded by
providing more relevance. The goal of Data-Driven
Marketing in strategic planning is therefore to ensure
16 Data-Driven Marketing: Customer Insights & Predictive Analysis
The role of data in the digital ecosystem:
Owned, Earned and Paid Media
Insights are the cornerstones of any media strategy, Hence, strategic planning requires a stringent approach
both in digital as in the classical channels. These in- in the integration of data to ensure the orchestration of
sights are getting richer and richer, due to the increas- actions, especially since individual measures are inte-
ing fragmentation of media channels and a growing grated into a customer journey planning based on an
number of devices being used. Secondary data collect- ‘Insights Driven Media Strategy’. Only the combination
ed from various sources are finding their way into the of learned, classical approaches to insights generation,
strategy plan of companies and agencies. While market and conversion to strategic concepts with the new sig-
research and sales data played a dominant role for a nals, complements such a strategy.
long time, the number of so-called real-time data and
signals are gaining momentum and need to be consid- The digital media business is complex with many char-
ered in the strategic planning. acteristics. The versatile channels and media, however,
can roughly be summarized in three areas: Owned Me-
The mentioned signals are combined data streams from dia, channels that are exclusively played by the compa-
digital channels, such as posts on Facebook or Twitter, ny; Paid Media, purchased media services; and Earned
profile information, Likes, Shares and reactions to is- Media, such as Word-of-Mouth or viral effects.
sues or visits to various sites. Users are constantly giv-
ing signals that mediate in turn information on interests, Each of these areas plays one or more roles in the me-
needs and acquisition plans. dia strategy with a situation-dependent strength. For
instance, earned media is usually given the most po-
The processing of this data belongs on the operational tential reach, however, the role between paid and
level to the tools of a Media Planner or Account Manag- earned media performance blurs over an increasing
er. They are in particular basis for an efficient advertis- commercialization of social channels, forums and
ing in search, affiliate, eCRM, performance display and blogs. This is probably also due to the fact that through
‘paid social’, where the proportion of tactical control has improved data and related targeting capabilities in the
a special focus. paid channels, reach can be increasingly expanded by
providing more relevance. The goal of Data-Driven
Marketing in strategic planning is therefore to ensure
16 Data-Driven Marketing: Customer Insights & Predictive Analysis
