Harnessing Data to Drive Effective Storytelling and Campaign Success at CNN International (Full Transcript)

Speaker 1: The data is at the heart of everything we do at CNN International. The first point is to make the right decisions, the right decisions on the types of audiences that our clients might want to target with their campaigns and their messages, the right decisions around the type of content that will resonate with users, and that content could be deemed as an ad or a pre-roll, but more often than not what we're really doing is selling stories. You know, we're a video company, and that's what we do for brands. We tell their stories, we tell authentic stories, and we use data to make sure we're informing those stories in the right way. It's incredibly complex, what we're selling. So when we're going into a client, we need to be very informed, we need to be very buttoned up on what it is we're offering. So data absolutely comes in with that, and that's where we use Quantcast quite a lot. Quantcast will prove that we've got the right audience on our platform to win that brief, to win that campaign, to win that client. Our sales team will go in with the pre-sales research, with the data and the stats, by using the Quantcast platform to prove that we have the right people to win the budget. We use Quantcast to discover audiences that we can't tell, perhaps, from our own first party data. That allows us to reach people with specific shopping habits, interests, allows us to combine that data with our own first party data to empower the segments that we have ourselves, and essentially make sure that we're reaching the right people with those messages. For us, obviously, it's not about just having individual one-off campaigns. Data allows us, and insights allow us, to build a story of what should be done next. And it's kind of this world of data informing creativity. As I said, we tell stories, we tell authentic stories around the world. That's what we do for our clients. So after we've told these stories on perhaps a one-quarter campaign, we use the measurement side of the business and tools like Quantcast to measure what we should be and inform what we should be doing next. What types of content resonated the most with that audience? And therefore, should we build more content like that? What content didn't resonate the most? And therefore, we'll pull back on that style of content. So it allows us to hopefully win new business because every time we're running a campaign, we're using these insights and data to make better decisions on the next campaign.