Ad-ID and e-biz for media. Barbara Bacci Mirque. As technology provides consumer control over media consumption. …the consumer media landscape has changed.
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“… the traditional marketing model that we grew up with is obsolete. We cannot continue to apply traditional thinking to the new world of technology and marketing channels available to us today.”Jim Stengel, Global Marketing Officer, Procter & Gamble, ANA 2004 Annual Conference
“If we had better measurement tools, we could really understand consumers' holistic media choices. We could be better at delivering messages that are relevant to our consumers' preferences. Overall, it helps decrease the waste -- the unwanted, irrelevant messages. Ted Woehrle, Vice President of Marketing, North America, Procter & Gamble, 2004 ANA Annual Conference
says Jim Zambito of J&J “Ad-ID promotes lean Six Sigma principles by linking the marketing supply chain. Digitizing the media transaction process will create process improvements and cost savings for the advertisers, the agencies, and the media.”
Ad-ID helps eliminate manual data entry/reduce human error; improves time management, no need for lengthy paper trails, common standard to improve overall process, more time for agency relationship and value added activities