CANNES — Marketers today want to know that their ads work in delivering business outcomes, sales lifts and incremental results.
But marketing measurement is not just about proving the impact of campaigns – it’s also about growing the client’s business.
That is according to one man who is running the numbers for one of the leading social content platforms.
‘Undeniable Trend’
In this video interview with Beet.TV, Jorge Ruiz, Global Head of Marketing Science, TikTok, says the state of marketing measurement is in a good place.
“We’re going from people-based measurement to utility-based measurement, which is really thinking about answering very specific questions across the right solutions and the right objectives at the right time,” he says.
“Once you’re able to have a larger campaign, (it is about) ‘how do I grow?’
Organizational Intelligence
But Ruiz thinks marketers will get better at leveraging all the insight they already have access to.
“It’s not just about privacy-first systems, but I care a lot about having more intelligence inside organizations that can give context from all the information they have,” he says.
“Think about all the studies you have in your closet that are sitting around where you already have preexisting knowledge.
“It would be great to have across the organization by 2030 to have more ability to quickly gather those insights and being able to actually understand what do you know as an organization for this given question.”
You’re watching “Your Performance Is Only as Strong as Your Measurement Plan,” a Beet.TV Leadership Series at Cannes Lions 2024, presented by TikTok. For more videos, please visit this page. To view all of Beet.TV’s Cannes Lions 2024 content, please visit this page.
