The Right-Brain 'Art' of Sales vs. the Left-Brain 'Analytic' – Musings on Media from the 'Sell' Side, with Occasional Forays into Music…and Wine
Retro Reverse: Nielsen Brings PRIZM Data to Online…
Interesting how the wheels turn; it is announced today at OnlineMediaDaily that PRIZM Cluster Data [something I myself have used since my Newspaper days] is being brought to the Online media planning world.
This makes a lot of sense, as I personally had already found that referencing ‘PRIZM Data’ within the context of online Targeting, was a fitting analogy in certain cases. During a sales meeting with a media-savvy Agency near the end of 2008, I was in the middle of discussing the Targeting capabilities that the social media firm I was working with at the time could offer their client[s]. It struck me that it was indeed, a near-miss analogy to PRIZM, and I said so…unsure of the horror I might ensue.
Like myself however, many of the Agency team had also migrated to the Digital world from the TradMedia side. As soon as I put the point into those terms…it stuck. Soon it was even being used at our firm’s Board Meetings!
The point is, is that PRIZM is, and always has been, a valuable set of data points. As Online evolves, there is no reason to have a ‘Chinese Wall’ that separates New Media vs. Trad Media tools, as with Edit/Advertising. The tools work, they now apply, so let’s use them.