MERCADEO Versión en español
Marco Gutierrez of IGP Mediabrands: We ought to humanize data measurement
Claudia Smolansky| 19 de julio de 2023
Marco Gutiérrez de MediaBrands
As part of the MIND event in Mexico City organized by Mediabrands, Marco Gutierrez, MD of Trade of that company, said that the goal is to debate the way the industry interacts with partners and clients in terms of the media, innovation, intelligence, networking and data. “The activities have been focused on highlighting the importance of analyzing data and the needs that each advertiser might have for it. The challenge and the questions that the companies make include, ‘What return do I have for my advertising efforts? Part of the data measurements we make is done to give them a humanization plus sensitivity and to show that these investments are made in exactly the right places,” he said. In that sense, Gutierrez noted the importance of understanding and relating the contribution that each participant in the sales makes. “That is another of the challenges, understanding how the tools in an online context are connected, how they interact and how we can measure their effects.” Finally, he stressed that “it’s necessary to make every peso count. We’re seeing that the second expense of big companies goes to marketing and advertising, for which reason we have to get results and be more and more precise with our efforts,” he concluded.
