Data-driven buying models. These are resulting in more personalised and effective strategies to reach higher-value audiences. For instance, the evolution of omnichannel has given us access to a greater number of inventory sources in one ecosystem – allowing us to reach consumers with more sophisticated cross-device targeting.
Dynamic creative optimisation will also become a standard part of the buying model. Thus, making it easier to deliver more personalised ads in real time – based on audience motivation, preference, and even purchase behaviour.
Louise Romeo
Chief Operating Officer, Starcom
Australia
Australia
“Staying ahead by adapting media strategies to changing market dynamics – that's the power of real-time data and insights in predictive modelling.”
An industry trailblazer, Louise has achieved operational excellence and success for brands. With nearly two decades of experience in managing global and local clients, she’s committed to shaping the media agency of the future. At Starcom, Louise blends the precision of investment strategy with the finesse of operational management – pushing the boundaries of innovation for clients.
LET’S TALK INNOVATION
What do you think are some programmatic innovations that will redefine the future of audience targeting and media buying?
How does data and insights help you to enhance decision-making processes and improve the effectiveness of your media strategies?
Quality data provides the right signals about audiences for overall effectiveness. For us, we use data across the end-to-end workflow – from informing strategic thinking and activation to better understanding audience growth opportunities, targeting, and messaging.
On top of that, we leverage cutting-edge tools to elevate overall campaign effectiveness – optimising brand vs performance split, channel selection, and budget allocation to maximise ROI across channels, geographies, products and across brands’ wider portfolios.
All in all, data guides our strategic thinking for both short-term gains and long-term brand building. By anchoring our decisions on quality data and insights, we empower ourselves to create effective media strategies that provide flexibility to address specific client outcomes and deliver measurable success.
On top of that, we leverage cutting-edge tools to elevate overall campaign effectiveness – optimising brand vs performance split, channel selection, and budget allocation to maximise ROI across channels, geographies, products and across brands’ wider portfolios.
All in all, data guides our strategic thinking for both short-term gains and long-term brand building. By anchoring our decisions on quality data and insights, we empower ourselves to create effective media strategies that provide flexibility to address specific client outcomes and deliver measurable success.
How do you integrate real-time data and insights into your media strategies to stay agile and responsive to market changes?
We do so by accelerating our automation and dashboarding journey to analyse, assess, and manage campaign performance across channels. Complemented by real-time bidding and optimisation, based on market conditions and campaign performance.
We’ve also started to see data and insights become really interesting in predictive modelling – giving us the ability to anticipate and adjust our strategies based on market changes. Deploying tools to inform enhanced solutions has been key – predicting future market share based on current performance, market dynamics, and competitor trends.
Starcom Australia’s philosophy of ‘Never Standing Still’ has supported all of this, as we continue to learn and turn insights into action. We’re always looking to improve performance, test emerging tools, and find new opportunities for our clients to grow.
We’ve also started to see data and insights become really interesting in predictive modelling – giving us the ability to anticipate and adjust our strategies based on market changes. Deploying tools to inform enhanced solutions has been key – predicting future market share based on current performance, market dynamics, and competitor trends.
Starcom Australia’s philosophy of ‘Never Standing Still’ has supported all of this, as we continue to learn and turn insights into action. We’re always looking to improve performance, test emerging tools, and find new opportunities for our clients to grow.
