Within the early 2000s, when Jorge Ruiz was director of media analytics at Ogilvy, he had a nickname on the workplace: “No Co.”
Ruiz, now TikTok’s world head of selling science, bought the moniker as a result of every time his colleagues would convey him their work to evaluate its affect, he would say, “No correlation.”
Understanding the connection between spending and efficiency is what entrepreneurs dream about once they put their head down on their pillow at evening. However advertising and marketing measurement stays as a lot an artwork as it’s a science.
“Advertising science is about constructing belief that may assist result in good selections,” Ruiz says, talking on this week’s episode of AdExchanger Talks. “There’s lots of selection and lots of issues that may be performed. The query is: What’s probably the most pragmatic means of doing actually good work?”
Ruiz’s job (apart from telling folks “No correlation”) is to show that TikTok can work as a car for driving an advertiser’s enterprise outcomes.
To help that objective, TikTok started transitioning itself to being a self-attributing community (SAN) in September. A SAN is precisely what it feels like: a platform that measures its personal outcomes internally.
Biggie platforms like Meta, Google Adverts, Apple Search Adverts and Snapchat are all SANs. However with self-attribution comes, if not nice accountability, a minimum of some skepticism that the attribution being offered isn’t biased towards the celebration that’s offering it.
TikTok takes a “impartial strategy,” Ruiz says. “We’re very a lot accountable to our purchasers. We’re attempting to be good companions within the trade [so advertisers have] belief, confidence and reproducibility.”
Additionally on this episode: Extra on the everlasting query of why advertisers ought to belief platforms that present their very own measurement options (as in, grade their very own homework), how TikTok handled Apple’s ATT privateness adjustments, why all the large advert platforms (together with TikTok) are embracing MMM (cue the “All the pieces Outdated Is New Once more” track) and measurement-themed dad jokes.
