IRINA SMIRNOVA
JOB TITLE: Search planner buyer, Dell EMEA
COMPANY: MediaCom
BASED: UK

How have you displayed a creative or innovative spirit in your role in the past 12 months?

I have always been analytical and advocate the importance of processes and data in developing best client solutions. Upon joining the team a year ago, I challenged the classic and somewhat conservative approach and worked with past data from Omniture, Marin and Google to develop the most fitting metrics to focus on and the most effective KPIs for each business unit. There is still a lot to be done on promoting the importance of looking beyond the last click. However, this integrated report on behavioural metrics is a good starting point.

What do you believe are the most important trends in media today?

I believe we have come to a tipping point where just collecting terabytes of data is not enough and what truly matters is the links between multiple touchpoints and what they tell us. As an industry we aren’t currently set up to fully harness the potential this information provides, making accurate attribution modelling a top priority today.