MERCADEO Versión en español
Pedro Quinzaños of VirKet Holding: It is possible to guarantee return on investment in digital media
Patricia Molina| 22 de enero de 2014
Pedro Quinzaños, CEO de Virket Holding
Pedro Quinzaños, CEO of VirKet Holding, made an important analysis of investment in online advertising, and spelled out some of the details in a communique:According to ZenithOptimedia, global ad spend online will continue to increase over the next three years, and will do so at an ever accelerating rate. This signifies that investment in online marketing will follow an ascending curve.In that scenario, big companies are most interested in having an in-depth understanding of the potential impact of their online marketing campaigns. Fortunately, technological progress in the field of data analysis also brings good news for companies seeking a precise measurement of the potential of their investments. The current intensive use of big data allows the tracing of very complete profiles of the great majority of users.The experience of VirKet confirms the possibility of guaranteeing an ROI in digital media. The first step is to create an algorithm that considers the essential variables of a specific business, including the insertion of the company into the market and the characteristics of its potential clients/customers. Another key element is the data that the company itself can contribute.Many see this as a kind of Holy Grail of advertising. In truth, what it does is maximize the use of analytical tools to extract, from the enormous mass of data, those tendencies that can define what will be the right moves for any advertising campaign on the web.
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