{"id":1121,"date":"2016-04-08T06:38:30","date_gmt":"2016-04-08T06:38:30","guid":{"rendered":"http:\/\/localhost:10151\/uncategorized\/ums-kasha-cacy-brands-want-data-to-drive-business-objectives\/"},"modified":"2018-01-17T17:33:15","modified_gmt":"2018-01-17T17:33:15","slug":"ums-kasha-cacy-brands-want-data-to-drive-business-objectives","status":"publish","type":"post","link":"https:\/\/jp.umww.com\/en\/um-in-the-news\/ums-kasha-cacy-brands-want-data-to-drive-business-objectives\/","title":{"rendered":"UM’s Kasha Cacy: Brands Want Data to Drive Business Objectives"},"content":{"rendered":"
BY DAISY WHITNEY<\/a><\/div>\n

MIAMI \u2014 One of the biggest benefits of the plethora of data is that it can help shape the use of ads to better serve a brand\u2019s business objectives,\u00a0says Kasha Cacy, President UM US, in this interview with Beet.TV.<\/p>\n

\u201cIn the last year, we pushed heavily into the proposition\u00a0that media could be a growth driver, and using data and analytics could tie media towards business objectives and optimize to growth, rather than cutting the bottom line,\u201d she says.<\/p>\n

The abundance of data as well as the improved integration of teams within an agency are making this transition possible. \u201cWhat we have leaned into is clients want a business result \u00a0\u2014 a perception change, ROI, or an action. Our\u00a0goal is to pull many pieces together to deliver on the business objective,\u201d she says. That process relies on a foundation of data and analytics across channels and media forms.<\/p>\n

\u201cWe have the capability to get more strategic and focused on the target. We have always been able to execute in digital and we can execute that way in multiple channels now. So it\u2019s less of a single plan focused on reaching that big broad target, and more mini plans against smaller targets that are reacting and being optimized. And that is a different paradigm shift,\u201d she says.<\/p>\n","protected":false},"excerpt":{"rendered":"

One of the biggest benefits of the plethora of data is that it can help shape the use of ads to better serve a brand\u2019s business objectives,\u00a0says Kasha Cacy, President UM US, in this interview with Beet.TV.<\/p>\n","protected":false},"author":44,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[6],"tags":[],"class_list":["post-1121","post","type-post","status-publish","format-standard","hentry","category-um-in-the-news"],"acf":[],"yoast_head":"\nUM's Kasha Cacy: Brands Want Data to Drive Business Objectives - UM JAPAN<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/jp.umww.com\/en\/um-in-the-news\/ums-kasha-cacy-brands-want-data-to-drive-business-objectives\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"UM's Kasha Cacy: Brands Want Data to Drive Business Objectives - UM JAPAN\" \/>\n<meta property=\"og:description\" content=\"One of the biggest benefits of the plethora of data is that it can help shape the use of ads to better serve a brand\u2019s business objectives,\u00a0says Kasha Cacy, President UM US, in this interview with Beet.TV.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/jp.umww.com\/en\/um-in-the-news\/ums-kasha-cacy-brands-want-data-to-drive-business-objectives\/\" \/>\n<meta property=\"og:site_name\" content=\"UM JAPAN\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/UMCuriosity\" \/>\n<meta property=\"article:published_time\" content=\"2016-04-08T06:38:30+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2018-01-17T17:33:15+00:00\" \/>\n<meta name=\"author\" content=\"shajibur.rahman@interpublic.com\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@UMWorldwide\" \/>\n<meta name=\"twitter:site\" content=\"@UMWorldwide\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"shajibur.rahman@interpublic.com\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"1 minute\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/jp.umww.com\\\/en\\\/um-in-the-news\\\/ums-kasha-cacy-brands-want-data-to-drive-business-objectives\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/jp.umww.com\\\/en\\\/um-in-the-news\\\/ums-kasha-cacy-brands-want-data-to-drive-business-objectives\\\/\"},\"author\":{\"name\":\"shajibur.rahman@interpublic.com\",\"@id\":\"https:\\\/\\\/jp.umww.com\\\/en\\\/#\\\/schema\\\/person\\\/3ab450da4e035a60341554a2a939596c\"},\"headline\":\"UM’s Kasha Cacy: Brands Want Data to Drive Business Objectives\",\"datePublished\":\"2016-04-08T06:38:30+00:00\",\"dateModified\":\"2018-01-17T17:33:15+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/jp.umww.com\\\/en\\\/um-in-the-news\\\/ums-kasha-cacy-brands-want-data-to-drive-business-objectives\\\/\"},\"wordCount\":233,\"publisher\":{\"@id\":\"https:\\\/\\\/jp.umww.com\\\/en\\\/#organization\"},\"articleSection\":[\"UM in the News\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/jp.umww.com\\\/en\\\/um-in-the-news\\\/ums-kasha-cacy-brands-want-data-to-drive-business-objectives\\\/\",\"url\":\"https:\\\/\\\/jp.umww.com\\\/en\\\/um-in-the-news\\\/ums-kasha-cacy-brands-want-data-to-drive-business-objectives\\\/\",\"name\":\"UM's Kasha Cacy: Brands Want Data to Drive Business Objectives - 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