{"id":8273,"date":"2020-10-26T15:56:56","date_gmt":"2020-10-26T15:56:56","guid":{"rendered":"http:\/\/localhost:10151\/?p=8273"},"modified":"2020-10-26T15:56:56","modified_gmt":"2020-10-26T15:56:56","slug":"marketers-try-new-data-tools-to-navigate-pandemic","status":"publish","type":"post","link":"https:\/\/jp.umww.com\/en\/thought-leadership\/marketers-try-new-data-tools-to-navigate-pandemic\/","title":{"rendered":"Marketers Try New Data Tools to Navigate Pandemic"},"content":{"rendered":"

Marketers are looking at more data, more often as they try to navigate the unpredictable developments of 2020.<\/p>\n

Spirits maker Bacardi Ltd. and Daimler AG\u2019s\u00a0Mercedes-Benz<\/a>\u00a0have turned in part to a dashboard of analytics, for example, that was introduced in May by their media agency,\u00a0Omnicom Group<\/a>\u00a0Inc.\u2019s<\/span>\u00a0OMD Worldwide. It pulls in 35 data sources across 30 markets on subjects like media consumption habits, ad rates, consumer sentiment, foot traffic, shopping behaviors, government restrictions put in place to fight the coronavirus pandemic and fluctuations in local Covid-19 cases and mortality rates.<\/p>\n

\n

Bacardi used what it found in the dashboard to shift marketing dollars toward its ready-to-drink Bacardi Rum cocktails last summer as stay-at-home restrictions eased and people became more willing to venture outside, according to the company. Bacardi, which spent 65% of its planned media budget in the U.S. to support the product\u2019s launch in May, increased its planned spend to the same percentage in June and July\u2014from as low as 10% of its budget in June and 0% in July…<\/p>\n

…Hershey<\/a>\u00a0Co.<\/span>\u00a0is using a platform built by Universal McCann, part of\u00a0Interpublic Group of<\/a>\u00a0Cos., to parse what\u2019s happening across the U.S. as the candy giant ramps up its advertising for the holiday season, according to Charlie Chappell, the company\u2019s head of media.<\/p>\n

UM said the platform uses machine learning to predict rising and falling consumer demand across various marketer categories spanning 32 countries, drawing on online search data and other data sets to track factors such as the rate of new, confirmed and recovered Covid-19 cases, local government restrictions, and unemployment and other economic data. In the U.S., UM provides data broken down by state.<\/p>\n

\u201cHersheys is a national advertiser, but there are state-specific implications which will impact the holiday period,\u201d said Huw Griffiths, global chief product officer for Universal McCann.<\/p>\n

Read Full Article On The Wall Street Journal<\/a>.<\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

Marketers are looking at more data, more often as they try to navigate the unpredictable developments of 2020. Spirits maker Bacardi Ltd. and Daimler AG\u2019s\u00a0Mercedes-Benz\u00a0have turned in part to a dashboard of analytics, for example, that was introduced in May by their media agency,\u00a0Omnicom Group\u00a0Inc.\u2019s\u00a0OMD Worldwide. It pulls in 35 data sources across 30 markets […]<\/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":[5,6],"tags":[],"class_list":["post-8273","post","type-post","status-publish","format-standard","hentry","category-thought-leadership","category-um-in-the-news"],"acf":[],"yoast_head":"\nMarketers Try New Data Tools to Navigate Pandemic - 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\/thought-leadership\/marketers-try-new-data-tools-to-navigate-pandemic\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Marketers Try New Data Tools to Navigate Pandemic - UM JAPAN\" \/>\n<meta property=\"og:description\" content=\"Marketers are looking at more data, more often as they try to navigate the unpredictable developments of 2020. 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