Minute with a Marketer: Univision's VP Audience Development Shares the Importance of the Right Data
In this edition of Minute with a Marketer, we talk with Greg Weinstein, Vice President of Audience Development at Univision Communications Inc. (UCI).
Univision is the leading media company serving Hispanic America and is a top content creator in the U.S. The company includes Univision Network, the country’s most-watched Spanish-language broadcast television network and one of the top five networks in the U.S., regardless of language.
Read on to learn what’s next for the company and the important role data is playing in meeting its goals.
Q. Can you share a bit about your role and your company?
I help build Univision Communications Inc.’s audience on new distribution platforms like Netflix, Hulu, and our new direct-to-consumer live video service app, Univision NOW.
Q. What are your marketing goals for 2016?
We launched Univision NOW in late 2015 to meet the demands of the everywhere consumer. Now that the app is live, and as we iterate, we will remain strongly committed to TV Everywhere and to our distribution partners. We will leverage Univision Now as an on-ramp to pay TV for those non- and never-cable customers, in addition to driving subscriber acquisition and retention.
Q. What do you think is the biggest challenge marketers currently face?
Historically, scarcity of data has been the biggest challenge for marketers. We’ve all heard the famous Wanamaker quote, “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” Now the pendulum has swung in the other direction. We can drown ourselves in data. The challenge today is getting to the metrics that matter. That’s why identifying and working with the right partners, such as Rise, is critical to leveraging the right data.
Q. What do you think is the biggest area of opportunity for today’s marketers?
Data provides the greatest opportunities for today’s marketers. Not just from a buying/targeting perspective, but also on the creative side. The near real-time audience feedback we can get lets us react, iterate, and optimize our messages in ways that were unimaginable just a few years ago.
Q. Is there one thing you are most proud to have accomplished in 2015?
Last summer we ran an email campaign for the Gold Cup soccer tournament. On the front end of the campaign we created a sweepstakes to gather our target audience’s email addresses. We offered bonus entries to incentivize the audience to give us additional information, which we then used to personalize our email sequences. Result: open rates 81% higher than the industry standard.
Q. What was the best piece of business advice you ever received?
Be careful of the toes you step on today, because they might be connected to the butt you might have to kiss tomorrow.
Q. What is the best book/movie you’ve recently read/watched?
I just finished reading Creativity, Inc. by Pixar’s president, Ed Catmull. It is an inspiring, all access look at the process and principles that helped Pixar build one of the most creative companies of all time… which brings me to the best movie I recently watched: Inside Out.
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