Nielsen’s Post

Transcript

One of the things that all brands want is they want to be more accessible for them. They want to be able to run these types of analytics, run them fast, be able to get those insights that they can make Better Business decisions. When I first came into the industry, a lot of the digital tactics that are so commonplace today were just in their infancy. Social media was just starting to be measured in those days. Ecommerce wasn't really much of a thing at that point. The one thing that I've noticed in the marketing mix industry is that change is the constant, Hey TikTok, I'm Robin Shore from the product. Partnerships team, I'm joined here today with Brendan Kroll from Nielsen. For those who aren't familiar, can tell us a little bit more about your role at Nielsen and your work with Talk. We are trying to figure out what's going to drive sales for all of our different partners. My incubator team specifically specializes in running custom analytics models, trying to figure out new methods of measurement and different techniques to answer different types of questions that have been historically hard to answer via marketing mix. And there's also a white paper. That we did some research on together and it's posted on tik Toks website as well to find more information. Are there any particular Tiktok insights that you've uncovered? Big thing that I've noticed and it's not a specific insight, but it's the amount of change that's happened over time and how rapid that change has become. You know just the number of users on your platform and the growth that we've seen there. It's really become a focus to really have to update your measurement make sure that you know what's driving your performance and how you can become more efficient so that you can maximize your. Return on investment, speaking about, you know, the future, we touched on MMM, what do you think is going to look like three years from now? The big thing that's obviously been going on in the marketplace, everyone's talking about machine learning and AI, using those types of algorithms and tools as a way to get faster, more efficient at the things that we do so that we can get the insights into market, there's hands that they need and maximize their return on investment. For marketers who aren't familiar with medium mixed modeling, you have any tips for them on how to get started if you're really thinking seriously? About building a marketing mix, whether it's for a single brand or if you want to build a whole program, really leaning on experts to teach you a little bit more about marketing mix and setting joint goals, working through best practices, things like that is the best way to start. For those who want to learn a little bit more about Nielsen and tick Tock, head over to partners.tiktok.com.