MIAMI — One of the biggest benefits of the plethora of data is that it can help shape the use of ads to better serve a brand’s business objectives, says Kasha Cacy, President UM US, in this interview with Beet.TV.

“In the last year, we pushed heavily into the proposition that media could be a growth driver, and using data and analytics could tie media towards business objectives and optimize to growth, rather than cutting the bottom line,” she says.

The abundance of data as well as the improved integration of teams within an agency are making this transition possible. “What we have leaned into is clients want a business result  — a perception change, ROI, or an action. Our goal is to pull many pieces together to deliver on the business objective,” she says. That process relies on a foundation of data and analytics across channels and media forms.

“We have the capability to get more strategic and focused on the target. We have always been able to execute in digital and we can execute that way in multiple channels now. So it’s less of a single plan focused on reaching that big broad target, and more mini plans against smaller targets that are reacting and being optimized. And that is a different paradigm shift,” she says.