RE: Intelligent Advertising (was Re: Venting)

From: Oveda Hancock <ovhanc_at_yahoo.com>
Date: Thu 26 Jul 2001 11:15:59 -0500

CARMEN PAULINO <clpsf_at_sirius.com> WROTE:

>Most agencies have the empirical data and resources
>to provide clients a series of hypothetical scenarios
>for predicted outcomes under certain assumptions. Ask
for them.

In response to the discussion about ad agencies that
have back-end metrics and information to help an
advertiser make campaigns more successful, some
agencies do have those capabilities. I believe that
many of them share the information with their clients.
 However, the use of hypothetical scenarios can be a
two-edged sword. There are many, many variables that
have to be considered. For instance, the product, the
price of the product, the creative, geographic
location, et cetera. There are technologies out there
that are capable of taking campaign information, real
campaign information, where the media planner/buyer
and/or advertiser can look at the product, pricing,
industry type, et cetera, and drill all the way down
to give a bird's eye view, allowing for more precise
forecasting. I agree that you should at least ask the
Agency. If they don't have it, seek out one of these
technology sources.

Oveda Hancock
Business Development Consultant
FatTail, Inc.
www.fattail.com
ovhanc_at_yahoo.com
"Mining For Business Is Golden!"



Received on Thu Jul 26 2001 - 11:15:59 CDT