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How a Wine Brand Advanced Digital Ad Measurement

In the age of digital content, companies must now rely on data collection companies to gather lots of data on consumers and potential customers. This data collection process is lengthy and most often calculated at the end of the month. For companies and products alike, this can mean receiving data that is outdated or misrepresented for the next advertising cycle.

As consumers, ourselves we see how our tastes can vary from week to week. While one week we may consume a special type of beverage or food, the next week we can be completely different. This shift in tastes is what leads to a poor representation using data analytics from consumers.

By analyzing consumer patterns and behaviors, Black Label Wines was able to take better results and market special types of alcohol to specific consumers. Another realization made was that more women actually bought this label and were easier to convert into repeat customers. By analyzing their advertising data more frequently this company can pioneer a new method of data collection to better serve the customer and maximize their profits. In continuing with this process companies could better predict what products consumers want which can improve efficiency, reduce costs, and help eliminate waste. Although data collection is not a new concept the process of collecting data can vary and has developed through time. Through this we are able to increase profits and research what consumers really want. In addition, with this new method advertising agencies could potentially increase their own profits as the data will now be more accurate than ever when aggregated. This process of data aggregation can also potentially be patented in some form to create a monopoly of sorts, increasing the revenue for other advertising giants as well. 
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WSJ Article
Carlos Gutierrez
MKTG 3343