Marketers should embrace honesty, says Allwyn’s Ross Sergeant
Marketers have become “confused, misled, and misguided” by overly precise data and models that often overlook crucial margins of error and statistical relevance, Ross Sergeant, global head of media at Allwyn, told The Media Leader.
Sergeant stressed how important it is for marketers to exhibit greater confidence in their strategies and to be transparent about the inherent uncertainties within their data. Especially when dealing with their finance colleagues.
“Marketers need to be more confident in their approach and more honest about what they don’t know,” he urged.
Sergeant continued: “We’re all confused, misled, and misguided by these over-precise data models that never tell us what the margin of error is, or what the statistical relevance is”.
He further criticised the industry’s focus on exact figures, urging a greater acknowledgment of the inherent uncertainty in marketing effectiveness.
He also contended that the influence of media within the marketing mix has been significantly underestimated, adding: “Marketing has always been more driven by media than people admit.” While acknowledging the importance of creative work, he highlighted media’s substantial role in overall effectiveness.
Sergeant called for a reevaluation of discussions surrounding traditional media like television. He argued that the focus should shift from their decline to their inherent value. “We should be talking less about the decline of traditional media and more about the inherent value they still offer”.
The interview was conducted by consultant Justin Lebbon on behalf of The Media Leader.