The future of media industry metrics


Spiegel Research Center’s Executive Director Tom Collinger spoke recently at the Internet and Television Expo (INTX). He served on a panel with with Rich Cusick, General Manager from Gracenote, Howard Shimmel SVP from Turner Broadcasting System and Ben Tatta President of Sales from Cablevision Systems. Collinger shared Spiegel Research Center’s insights on the future of media industry analytics.

At the expo, Collinger urged marketers to move forward from the linear, step-wise metric funnel of the past to a new model reflecting the real-time, dynamic way customers learn about brands, share and take actions.

Spiegel center research uses industry data to document brand interactions and has developed an innovative five-gear customer engagement model – the Spiegel Customer Engagement Ecosystem.

The five gears consist of brand action, customer motivations, purchase behaviors, brand consumption and non-purchase behaviors. Unlike linear or even cyclical models of the past, this model explains the dynamic customer ecosystem, as all five gears influence each other.

Notably, it is the growing influence of non-purchase behaviors, also referred to as brand dialogue behaviors, which now play an oversized role influencing the ecosystem.

Today, thanks to social media posts, views, reviews, complaints, and many more publicly shared brand experiences, the influence, and measurability of these engagement touchpoints can be fuel to drive brand actions.

Brands that now use the data can become “listener-responders," not merely interrupters or prompters, alone.

By leveraging the metrics thrown off from these different engagements, symbolized by the gears, the marketing and media industries can more accurately use analytics to measure and leverage customer engagement behaviors that drives purchase.

This year’s INTX was held in Chicago from May 5 to 7.