With the increasing cry for transparency and measurement, brands and organizations advocating for them are squeezing media and agency companies to deliver more information, at a faster, more accurate rate.
But will these media and agency professionals rise to the call?
TWC announced that it is rolling out its own real-time measurement and impression tool called KernelConnect. KernelConnect, as reported by FierceCable, is an "advertisment performance measurement tool" that will also include a user-friendly database for clients (and agencies too, we'd imagine) to go in and adjust campaigns.
According to the source, TWC released this product just in time, as CableVision, AT&T, and DISH are also reevaluating how they measure and present data to its stakeholders.
The small tests and rollouts must have seen positive results, for the press release announces that TWC is finishing its national rollout. It would be interesting to see how clients are reacting to it, and also to get a glimpse of the dashboard.
TWC will have to control for how its clients will measure success. Will success be an increase of impressions? Increased web traffic? Increased foot traffic? Increased sales? If so, is there a pre-determined return rate? If sales bump up 3% rather than 7%, is that good? Being able to collect and analyze the data is one thing, but we cannot forget being able to accurately describe what happens after the data is used.
Let's see how TWC and KernelConnect tell that story.
Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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