Using Real-Time Data to Make Advertising Agency Los Angeles Research Relevant

Staff Writer: Carolyn Johnson

Date: 5.21.2012


The advancement of interactive media has made a huge impact on Los Angeles social media marketing.  This past decade has also seen great changes to the advertising and marketing landscapes, thanks to the rise and consumption of interactive media.


With consumers clicking away and interacting with social media and the Internet, whether it be via a computer, tablet or smart phone, a vast amount of data is recorded and cumulated based on consumer consumption. As this “real-time” data gets recorded, the information greatly benefits marketing firms such as Nielson. It’s a whole new method of data aggregation.


With the enforcement of appropriate privacy protection, of course, tracking and recording data in real time as the consumer uses interactive media can be a greatly beneficial way to understand consumer behaviors.


Such Internet tracking devices have developed over time into more precise instruments for advertisers. For example, the advertising agency Los Angeles WPP built the system Xaxis, which boasts what they claim to be the world’s largest database of internet profiles. These profiles are also greatly detailed, with geographic, economic information, Internet activities and purchasing histories via the Internet. Xaxis will use these profiles to make a more personalized advertising experience for the consumer. You will eventually even see more personalized ads on television as well.


Scientists, marketers, researchers and advertising agencies in Los Angeles have all frequently used this real-time data mining for their studies on consumer behaviors. Real-time data has a few advantages over self-reported data so often used in studies.


For one, real time data is more reliable than self-reported data. Real-time data, with click-streams, search history, check-ins on social media sites, postings on blogs and interactions with friends, reports exactly the history of the consumer’s interaction with the Internet and can even predict future data with enough aggregate information. Self-reported data is not as reliable, as it depends on the consumer’s memory. Thus omissions are far more likely. With real-time data, there are no omissions. Secondly, the amount of data collected from real-time data accumulation can be on-going and thus quite vast.


Thus, because the information recorded from real-time data is not only accurate but vast, it is important to utilize this real-time data device for academic, marketing and advertising research.

Some advertisers argue that academic research into the field of marketing and advertising can quickly become outdated and irrelevant to the ever-changing fields. A suggested solution for that would be to bring both academic researchers and practicing marketers together to create research that would ultimately be practical to these fields. Using real-time data would constantly create relevance in any academic research.


Another hindrance is the seeming lack of access of real-time data for academic researchers’ use.  The solution lies in making such databases available via the firms that contain them. For example, some research firms make this real-time data available for academic firms for a fee.

It is highly recommended for advertisers to take advantage of the wealth of information that real-time data provides.


Investing in real-time data ccan lead to immense breakthroughs in the field, which can be practically applied to the real world.

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