Page 37 - HSMR2018

2018 Hispanic Social Marketing Report, presented by Being Latino Q&A: AT THE DAWN OF THE ‘AI’ ERA
Steven Wolfe Pereira
Chief Marketing and Communications Officer, Quantcast
Hispanic Market Overview: As CMO for Quantcast, what is your role in working with brands on digital/social solutions that incorporate Hispanic/multicutural outreach?
Steven Wolfe Pereira: One of my key responsibilities is to be the “voice of the customer” and see how Quantcast can help brands grow in the AI era. No matter what the growth challenge is, it all starts with understanding your audience. Since Hispanics are a growth driver for so many industries, I spend a lot of my time helping brands understand insights about the Hispanic market.
HMO: Are digital/social muticultural/Hispanic efforts tied to the total market conversation about digital/social, or is it a separate conversation with marketers?
SWP: Quantcast looks at the patterns in the data at a granular audience level across multiple dimensions. So, we don’t use generic concepts like “total market” since we can de-average the data and build the audience from the ground up. When it comes to specific brand initiatives and they need to understand their audience, we can have a meaningful conversation around all of the different audience dimensions, including Hispanic audiences and all of the unique behaviors of that audience.
HMO: What's the core ROI value for a marketer/brand with respect to social/digital: Increased sales, increased awareness, or something else?
SWP: First, we’re now at the dawn of the AI era. Having the focus on media channels like social and digital is completely outdated. As technology has disrupted marketing, audiences have been divorced from media. The focus has shifted from media planning and buying to audience planning and buying. In an audience-first approach, data is king and ensuring that you have the right way to measure an audience across all channels connecting online and offline is goal. Once we can discuss audiences, we then can determine what’s the best strategy to influence and convert the audience. So, for an influence campaign that is more upper funnel perhaps you focus on awareness metrics, whereas when trying to drive conversion you would use more lower-funnel performance/direct response metrics.
HMO: What is Quantcast's role as an AI-driven player, with respect to driving social activity in the U.S. Hispanic consumer world?
SWP: At Quantcast, we believe that machine learning can inspire human learning. We are focused on helping brands grow — be it brand marketers or brand publishers. We want to help creative agencies, media agencies and consultancies to better understand audiences through insights so they can help their clients. Our audience behavior graph (which we call “Q”) directly measures over 100 million mobile and web destinations across all devices so we truly are the real time pulse of the Internet. Q is comprised of Internet-scale 1st party data, self-adapting predictive models and AI-driven automation and optimization, so we are