QN#13 Celebrating One Year of Quantified Nation
Time flies! Last November, Quantified Nation celebrated its first anniversary, and we decided it was time for a proper rebranding, so we began brainstorming distinctive assets. What did we need? A logo with accompanying colors, fonts, and an icon; intro videos for the podcast, templates for shorts...
When building brand assets, you need both consistency and adaptability to different contexts. A brand should aim to outgrow its creators, so it's essential to be ambitious and forward-thinking. Trust your gut, too. Early-stage projects often lack the robust metrics needed for data-driven decisions, so you'll need to rely on past experience, general knowledge, and a dash of data to guide you. You definitively need someone to help you with that brand creation.
We tried searching for professionals on online platforms without success—or perhaps we didn't try hard enough. Luckily, Toño Domínguez (LinkedIn) agreed to help us on this project. He guided us through a fast-paced yet thorough process, which we wanted to share here in this post. If you like his work, let him know and share this with others! He has a great methodology.
We're also currently looking for someone to handle video production. If you know anyone, please let us know!
The process
Toño has excellent drawing skills. We initiated the process by sketching different ideas...
Among all these ideas, there was one which we found intriguing. We liked the concept of a measuring tape, which is obvious as the topic for this newsleter is mainly Marketing Measurement. But also reminds of a Q and it can expand and contract…
So the main idea for the logo was settled. From here, Toño was able to develop and connect additional concepts to suggest the logo from where he would expand to the additional assets.
The main idea of the measuring tape helped him find not only a suitable color palette but also the whole challenge of converting a measuring tape in a brand. Which he did great!
And started playing out with options…
The final outcome
We ended up choosing which one we considered more polished and aligned with the different environments where this brand should be seen.
What else?
Having the logo, colors and style, he created an animation which would work as an intro and outro for the podcast:
The second part of the animation includes our images and the episode number, which we can edit ourselves using Canva.
This animation also needed some music. Well, Jesús recorded himself with a digital accordion playing 20 seconds of Surf’s Up, by The Beach Boys. Here’s the result:
Check the final result in the last episode of the podcast or in our new YouTube channel: Quantified Nation
Subscribe to our YouTube channel if you want to hear us in Spanish. There’s always subtitles so you have no excuses.
Industry updates and upcoming events
1st ever “magic quadrant” for MMM vendors
For the first time, Gartner has published a quadrant assessing MMM vendors. As one could expect, the “winners” are widely publicising it in their own media channels. Our view is that the assessment criteria are very much infrastructure related, it’s like Gartner is judging a software plaform. It’s great that MMM gets into the spotlight, but we doubt this particular work is a useful assessment. You can find full details on this link
AI eats the world
Not purely marketing measurement related, however everyone working in tech related roles should be aware of this presentation. Coming from a long lasting tradition of summarizing the greatest macro and strategic trends in technology, this year’s Benedict Evans presentation focuses on AI. It provides many insights backed with data so it is worth mentioning.
We have discussed about the relevance of AI for marketing measurement and some practical applications like pretesting or data exploration. It is an intriguing area for many and we are all trying to make it useful for different purposes. As Ben says, we are in the context of “Huge interest, limited use so far”.
It also includes some insightful data about the advertising industry, where Amazon is starting to play a bigger role by letting brands pay them to influence their decisions through advertising. It seems it is working!
Also, media revenue is quite widespread across companies. While the ecosystem is different depending on the region or country, measuring lots of advertising providers makes it harder to have a full picture of how to reach this population with ads.
Are you worried about showing your ads too many times?
Frequency management is a challenge for many brands. The Marketing Architects Podcast has recently launched a new episode on ad fatigue and frequency management.
They share interesting conclusions such as “The first time someone sees your ad drives the strongest response.” Further impressions always have diminishing returns. Video drives less fatigue but frequency management is complex due to media fragmentation (see above). Many additional insights are discussed so check it out!
Supporting Dadadata and Valencia crisis
The newsletter Dadadata is donating all subscription revenue to help those affected by the crisis in Valencia. This is a great resource for Spanish-speaking professionals in the digital tracking field. Subscribing means you'll develop your skills in a crucial area and, most importantly, directly support a community in dire need.
We would like to collaborate with them writing an article. What kind of content would you like to see to encourage your subscription? Let us know in the comments
Chart of the week
2024 is over and Google is issuing their yearly trends report. Our friend Carlos shared the following visualization of the Spanish top trends using this R package
We hope you have a very well deserved holidays and enjoy some time off. We expect 2025 to be very busy for Marketing Measurement so get prepared for more Quantified Nation.