The broadcaster has an in-house revenue and yield management system to power this ability, such that it has some clients using Nielsen, others using CRM data – and others using a veritable data mix. Logistically, though, Aversano admits, “It’s a bit of a nightmare.”
Another pain point for Turner is moving to the multitouch attribution and ROI guarantees that advertisers increasingly request. “We’re open to it,” Aversano said, “and we’re starting to get into it this year.” Its recent launch of a Data Cloud factored in additional data sets.
However, numerous factors go into attribution – the content of the creative, the context of the message, the targeted consumer’s situation, the frequency with which she’s been messaged before. And there are multiple permutations around how these different factors interact with each other and affect the consumer’s response to the message.
Aversano mentioned upfront deals with its Adult Swim and truTV brands that have some element of attribution baked in. “We’re toying with the idea, but I want to be really clear: There are still a ton of questions,” Aversano said. “There are folks who say they can do it, but when you dig into how, they’re just not doing it.”
Of course, measuring return on ad spend is MODI’s raison d'être. And for Power, the multitouch measurement process is both extremely manual and extremely arduous. She referred to herself as a human dashboard.
“I bring everything together,” she said. “I work with Acxiom, I find the segments, I make the measurements look the same. There’s no automation and it’s really hard to get it right. It’s really hard to get all the permissions if you want to go across digital and television.”