YouSaid · the spoken record

Melissa Grady

lines on the record: 62
first: 2020-12-15
most recent: 2020-12-15
sittings or episodes: 1
sources: podcast

Every line below is reproduced as it was said and linked to the record it came from. Nothing here is summarised or generated. Directory · Search · Corrections

“There's a few of them, and I probably just gave two of the bigger examples. Looking at sports ratings being down so much, that was really a surprise to me. Gaming being so big right now, I think what was amazing was how many people sitting alone at their home found a sense of community through gaming and what an amazing thing that's been. So I think those are two of the bigger things right now that I've seen.”
2020-12-15 · Decoder with Nilay Patel · How the @!#$ does advertising work, with Cadillac CMO Melissa Grady · IDENTIFIED FROM THE TRANSCRIPT
“You are asking me my biggest question, and not only just for next year when I think we want to look at screens less, I think that when we just look at this year, we know behavior is totally shifting. People are gaming now. We're experimenting and gaming. People are spending more time in that. People are not watching sports anymore. how that behavior is changing and what people are going to do is my biggest question, but I definitely want to be there, hopefully helping them make that experience better in a safe way as it changes.”
2020-12-15 · Decoder with Nilay Patel · How the @!#$ does advertising work, with Cadillac CMO Melissa Grady · IDENTIFIED FROM THE TRANSCRIPT
“But what is happening now, a lot of our dealers have like this is something luxury dealers offer that customers never use, which is concierge service. If you want to get your car serviced, you can call the dealer and they will come pick it up. They can drop off a loaner if you need it and go back. Same with delivering a car. There are some states where you can't do it, but there was a lot of things where a consumer would configure the whole deal online. They would then talk to someone to arrange delivery and they'd come and sign and take the car. So it actually, it happens more than you would think. And it's really interesting. I had the delivery service, one of my cars needed servicing while we were at home. It was pretty crazy to just like sit in your house, get up from a meeting, give someone your keys. He like disinfects them, who goes and gets in the car. And a couple hours later.”
2020-12-15 · Decoder with Nilay Patel · How the @!#$ does advertising work, with Cadillac CMO Melissa Grady · IDENTIFIED FROM THE TRANSCRIPT
“So click a button and the car shows up. It happened probably more than you think. So the car, you know, someday the car will be able to drive itself there when it's done.”
2020-12-15 · Decoder with Nilay Patel · How the @!#$ does advertising work, with Cadillac CMO Melissa Grady · IDENTIFIED FROM THE TRANSCRIPT
“To come out next year, we pulled up the development of them, and we've seen big shifts in the way that people buy cars. It always culminates in the dealer. I think our dealers are one of our best assets. But how we let the dealers best use their time, like if someone wants to look at Cadillac Live, find out about all these vehicles, and then look on shop click drive, see how much that costs, then they can go have a very good educated conversation with that dealer, and it helps them frip their resources. It's been an interesting thing with the pandemic.”
2020-12-15 · Decoder with Nilay Patel · How the @!#$ does advertising work, with Cadillac CMO Melissa Grady · IDENTIFIED FROM THE TRANSCRIPT
“This is one of the things that I think of when we look at silver linings and things that came out of the pandemic. I think in automotive it was very hard to consumer behavior just was what it was. You buy a car by going into the dealership and doing it a certain way. And what this really gave us was the gift of being able, we already had, Jim has an e-commerce platform. It's called ShopClick Drive and it's integrated in with our dealers. Usage on that was lower just because consumers didn't really want to engage with us that way. They wanted to go in and haggle with the finance manager or however you do it. So I talked about Cadillac Live and how we're changing how people shop that way. So we are, I think, automotive, whereas other people may have seen just higher uptake of things. I think we were able to actually pull in some of our development for things that we're supposed to”
2020-12-15 · Decoder with Nilay Patel · How the @!#$ does advertising work, with Cadillac CMO Melissa Grady · IDENTIFIED FROM THE TRANSCRIPT
“Yeah, I mean, first of all, it's a little broader. I'm not taking anything away from Tesla innovation. And I think that Tesla is just in a way, it's amazing what they've done and very different from where we are. You know, when you look at EV being about 1% or so of the auto market now, you know, under 5%, let's say, then there's a lot of room there. So I don't need to like go There's the, I think the trajectory of EV growth is going to be huge once we get the infrastructure, once we have the products, and I think that the pandemic and how people saw some of the changes in the world, like one of my favorite facts from the pandemic is there was a study done in April and the Earth was vibrating less because we were moving around. Like I think things like that is going to drive EV adoption. So we're going to have amazing products. I think at exactly the right time yeah, I don't need to go say this.”
2020-12-15 · Decoder with Nilay Patel · How the @!#$ does advertising work, with Cadillac CMO Melissa Grady · IDENTIFIED FROM THE TRANSCRIPT
“Named a bunch of technologies. Some of them are directly competitive. I'm just going to keep bringing up Tesla. There are other companies to compete with, I'm sure. But do you think you have to make the direct comparison and say we're better than Tesla self-driving stuff? Do you have to ignore it? I'm curious. You've got, yep, you got to use all these tools. But inside of those places, do you tailor the message and say, we want to get people who are considering a Tesla to consider us? And here we're making that direct comparison? Or is it a little broader and just saying, hey, look at how cool this is?”
2020-12-15 · Decoder with Nilay Patel · How the @!#$ does advertising work, with Cadillac CMO Melissa Grady · IDENTIFIED FROM THE TRANSCRIPT
“And night vision, it's like you feel like you're in the army, right? And then there was a deer that was coming towards the road. And I saw it, which I wouldn't have seen otherwise. So as we start to tell these technology stories, I think people start to understand. And then as people understand where we fit in that. So it's going to have to be firing on all channels next year.”
2020-12-15 · Decoder with Nilay Patel · How the @!#$ does advertising work, with Cadillac CMO Melissa Grady · IDENTIFIED FROM THE TRANSCRIPT
“Actually, the first hands free driving in the automotive industry, and there's a moment where you're in this car, you push a button, and you take your hands off the wheel, and you almost like can't breathe for a minute, and you're like, is this car going to keep turning around the curves of the road and going 60 miles per hour? And I'm going to be safe. And it works. And then you're just like, wow. So it's like telling that story of like what our technology is and can do things like AR nav where instead of having to look at your nav screen or anything else, there's this AR. It's incredible. I drive an escalade and I can often see the road better and what's going on in my AR nav than I can on the road itself because it's so intense on this OLED screen. So things like night vision, it's another cool one I have placed in the mountains in the Poke.”
2020-12-15 · Decoder with Nilay Patel · How the @!#$ does advertising work, with Cadillac CMO Melissa Grady · IDENTIFIED FROM THE TRANSCRIPT
“You're going to hate this answer, but we're going to have to use all those tools, and it's really, you know, I think next year is the year for us to get our story out because the way that we're approaching EV and the way that we're creating these vehicles and what we've done is pretty incredible. So it's a matter of getting that story out and getting our vision out. You know, GMs 00 vision and how Catalan fits into that. So some of that is going to be through influencers or people who are experts in or talking about saving the world. And how do we get into that conversation and have our story told there? And how do we understand, you know, you were talking about supercruise, which is incredible. And we talk about the supercruise effect. For anyone who doesn't know, is our hands-free driving. And we are.”
2020-12-15 · Decoder with Nilay Patel · How the @!#$ does advertising work, with Cadillac CMO Melissa Grady · IDENTIFIED FROM THE TRANSCRIPT
“I would love for Rory to have a really strong social media presence. The thing about it is that no one at GM is going to be the same way. And like, let me just give you like an example of how it's different when, you know, Elon will go say something and then stock prices are like going up or tanking or something like that. It's a weird luxury that they have that like at GM sort of discourse on a social media platform. I think that Mary's incredible and as much as we can get her voice out into the world, that's great. I just think how we approach EVs is going to be very, very different than the Elon Musk effect, which is incredible, honestly.”
2020-12-15 · Decoder with Nilay Patel · How the @!#$ does advertising work, with Cadillac CMO Melissa Grady · IDENTIFIED FROM THE TRANSCRIPT
“Definitely works. So, you know, I think there's different levels and ways into it, but overall, yeah, it definitely works.”
2020-12-15 · Decoder with Nilay Patel · How the @!#$ does advertising work, with Cadillac CMO Melissa Grady · IDENTIFIED FROM THE TRANSCRIPT
“Think in the right categories, it really does. So, you know, I mean, it's trying, I have a 16-year-old niece, so I'm like trying to think of a specific example she's given me. I can't think of one. But if she sees someone who she's watching on YouTube all the time and they're talking about this lip bar lipsticks, for instance, to go back to Melissa Butler, then she's going to be like, oh, lip bar is really cool. Like that absolutely works. So when you're in a category like that, that is something that is a more accessible product and not as big a purchase. I think it's a lot harder on, as you were saying, a hundred thousand dollar escalate to have that influence with those people. Although I will tell you when some of the car people on YouTube were talking to and we've given some CT5Vs to to like get them to talk about it because how they review a car.”
2020-12-15 · Decoder with Nilay Patel · How the @!#$ does advertising work, with Cadillac CMO Melissa Grady · IDENTIFIED FROM THE TRANSCRIPT
“The lip bar she started the lip bar and she's pretty awesome. She like she was on Wall Street and was just like I'm doing the wrong thing and started lip bar and I think you know probably went through before that was such a success went through a lot of like you know people being like how could you leave such a good job But like when you have people like that who are these strongwilled people who want to do better in their life whatever if you're striving to be the best you then you're less likely to do something like what you're saying”
2020-12-15 · Decoder with Nilay Patel · How the @!#$ does advertising work, with Cadillac CMO Melissa Grady · IDENTIFIED FROM THE TRANSCRIPT
“Not in the same way, but I think that she's someone who is like, I guess yes and no. I think there's influencers who are just people who by definition have a large social following, have a large presence, have a way about in the world. And then there are the YouTube stars, right? So we're not giving a lot of YouTube stars cars, no. We are giving the example, I think, that the two that I meanly thought of, if you look at someone like Regina Kate, right, who I don't worry about, I think she stands for a lot of good things in the world. One of the influencers that we work with is John Henry, who is in his 20s, and he just, again, I'm not, I'm not worried about what he's going to do because he's someone who stands for the right things. He's very aligned with us. He's a young entrepreneur. We recorded the show Hustle with him about a year and a half ago. And we've just remained partners, another one is Melissa Butler.”
2020-12-15 · Decoder with Nilay Patel · How the @!#$ does advertising work, with Cadillac CMO Melissa Grady · IDENTIFIED FROM THE TRANSCRIPT
“So, a few things on that, and I think we are again going back to we know what we stand for, we know what our values are. And our influencers are very well aligned with that. So like, you know, Regina King.”
2020-12-15 · Decoder with Nilay Patel · How the @!#$ does advertising work, with Cadillac CMO Melissa Grady · IDENTIFIED FROM THE TRANSCRIPT
“What's funny is you're not that far off. If something runs where it shouldn't or something like that, you start getting texts and IMs or you have an, you know, an angry customer that writes in. It's amazing how much people will write in and tell your opinions, which is interesting actually. But so yeah, something like that will happen. And then we will go back and say, what happened? We're not supposed to be there. There's like this little forensic thing of this is how it got there. Or if it's something new, then it's like, get it off now. We're not going to be part of that. So that is basically how it happens.”
2020-12-15 · Decoder with Nilay Patel · How the @!#$ does advertising work, with Cadillac CMO Melissa Grady · IDENTIFIED FROM THE TRANSCRIPT
“So I'll give you like a yes and answer on that. If there's something that we feel is misaligned with our brand, we don't want to be there. And so as we advertise, we have really strong inclusion and exclusion lists of sites, content, things like that. And whenever we're made aware of a problem or we end up with something like that's going on, like, I don't want to be there because I don't like I don't want Cadillac to stand for that. Like Cadillac has a lot of meaning. And we're very careful about what our brand means. It's got a long history and it's got a long history of inclusion and standing up for people and helping people who want to help themselves. And that's strong and powerful. And I can't ruin that by being in the wrong place. So it's, you know, it's important for that. I think, you know, sometimes in this world, we have to stand up and whatever the format of that is, we're willing to.”
2020-12-15 · Decoder with Nilay Patel · How the @!#$ does advertising work, with Cadillac CMO Melissa Grady · IDENTIFIED FROM THE TRANSCRIPT
“People do a lot actually, but that's always exactly what you said and what I said before. That's always my challenge to the creative team. You have three seconds. What are you going to do in those three seconds that's going to make someone not going to skip it? And if they do to make sure that they got the message. So that's just how we look at it. But it is interesting how many people actually watch the ads, which goes back to my point of, you know, you think you want to skip it, but if it's interesting enough. And so that's our challenges marketers. We've got to step up to the challenge.”
2020-12-15 · Decoder with Nilay Patel · How the @!#$ does advertising work, with Cadillac CMO Melissa Grady · IDENTIFIED FROM THE TRANSCRIPT
“You know, I think that there are very public examples of Facebook learning some lessons. I think Google seems, I don't know as many examples of that. I think Google, within their own ecosystem, there's more visibility into what's going on. I think when you look out and now, and I guess again, if I look at that, that's them being secure in their ecosystem as it started to be clear what could happen, they really locked it down. You know, I think they're probably learning. They're on a journey.”
2020-12-15 · Decoder with Nilay Patel · How the @!#$ does advertising work, with Cadillac CMO Melissa Grady · IDENTIFIED FROM THE TRANSCRIPT
“Who got in a terrible car crash from texting and driving? So, let's remember to don't walk around licking your phone. All these things that really start to ingrain into your own brain and to the GM culture in a way I've never seen. So when we talk about people's data and privacy, like as much as I personally think it's really important, GM also is just like highest of standards. So now as we talk about having people understand what they're opting into, having different levels of control, only working with partners where we know what's going on. And again, like, you know, now with our agency, who they've been through the highest levels of clearance and we know how they're doing everything. And then they anonymize. So then, you know, it's just this safety net around people. So I think as much as I was so excited 10 years ago, now I think there's a big responsibility that we have because, again, there's a lot of money at stake.”
2020-12-15 · Decoder with Nilay Patel · How the @!#$ does advertising work, with Cadillac CMO Melissa Grady · IDENTIFIED FROM THE TRANSCRIPT
“Like it is so far to the right. Like, we are going to be as careful as possible, whether it's with a person's life. And, you know, if you look at our zero crashes, zero emissions, zero congestion, like we want people to be safe. That extends to their data and their privacy. And it's an interesting thing at GM. We start every meeting with a safety message. And when I first joined, I almost didn't believe it. And I was like, oh, that's going to be like a weird kind of fad. But we actually, you know, something that Mary came up with while she's been here and, you know, how do we really take safety personal and do it every day? This will get back to data, but it's just an interesting fact of like, you know, we start to share personal stories. And, you know, it'll be someone will tell a story of I was putting up my Christmas lights and I fell off a ladder, so be really careful. Or I saw someone.”
2020-12-15 · Decoder with Nilay Patel · How the @!#$ does advertising work, with Cadillac CMO Melissa Grady · IDENTIFIED FROM THE TRANSCRIPT
“So there's a few things on this, and I think one thing that I'll say is I look at how I've grown in my thinking on this over the past 10 years because, again, I go back to like I'm a data geek and what we were all talking about for the past 20 years is when we can actually specifically target people, we can get the right person with the right message at the right time. We're going to know we're going to be able to track it. And so 10 years ago or so, and it really was probably 10 years ago, when some of this really started to come to fruition, I was very excited and I was full force. How do you, you know, how do we work with this partner? How do we do that? Whatever. And I think as you started to see how different people were using data, how like, you know, people not understanding what they were opting into or whatever, I think that I started to realize, hey, we need to be really careful here. And I will say it from a GM perspective. GM on anything that's safety related that has to do with anything. And I've never seen any.”
2020-12-15 · Decoder with Nilay Patel · How the @!#$ does advertising work, with Cadillac CMO Melissa Grady · IDENTIFIED FROM THE TRANSCRIPT
“Good call. So you can either do an experienced roadblock or an audience roadblock. And I'll explain what that means. So roadblock is where every single person within a period of time experiences whatever your advertising is. So the way that used to be is, and everyone will remember this, if you would go to a homepage like Yahoo.com and you'd see a big ad that was there for a day or two that's called a roadblock. For an audience, if there's a certain audience that you're buying, only those people will experience that ad when they get there. So this was an audience roadblock of Regina talking about the escalating”
2020-12-15 · Decoder with Nilay Patel · How the @!#$ does advertising work, with Cadillac CMO Melissa Grady · IDENTIFIED FROM THE TRANSCRIPT
“Yeah, but I'll give you some examples of things I've done, but then I'll just like give you the basic one. How many people are so excited on Super Bowl Sunday to see all the ads? Like that's good advertising. And when advertising is good, we don't mind it. Now, I'll tell you.”
2020-12-15 · Decoder with Nilay Patel · How the @!#$ does advertising work, with Cadillac CMO Melissa Grady · IDENTIFIED FROM THE TRANSCRIPT
“In the end, it all nuts down to sales. Of course, we also look at brand opinion. We track things like that, opinion and consideration, which I'll divert for a second on why that's important. This was really interesting to me. There was a study done, a third-party study done during the recession. And it was looking at how brands went down and then bounce back, and they separated it based on having a strong, an average, or a low opinion and consideration. And brands that had a stronger opinion stayed high longer and bounced back faster. So there's actually like data behind why opinion, because it feels a little soft, you know, when you talk about it. So for me, again, I've always got to peel things back. I've got to understand the data. This is why I'm okay with opinion consideration. But does advertising work? It definitely does. And I think, you know, we all think about advertising as”
2020-12-15 · Decoder with Nilay Patel · How the @!#$ does advertising work, with Cadillac CMO Melissa Grady · IDENTIFIED FROM THE TRANSCRIPT
“Okay. But what I mean is you're measured, I think, at the simplest level on whether sales went up or not, right? You do a bunch of stuff, you collect your data, you spend the money on marketing at the end of the day, the CEO of Cadillac is like, did it work? Did we sell more Cadillacs than we would have if we hadn't done anything else? Or is there something else you're measured on?”
2020-12-15 · Decoder with Nilay Patel · How the @!#$ does advertising work, with Cadillac CMO Melissa Grady · IDENTIFIED FROM THE TRANSCRIPT
“We're tracking sales, so that's the beauty of addressable. What we do is if we say have two million people in a market that we want to target, we'll hold out a control group. And there's a lot of syndicated data that we'll go back to Polk. There's a lot of syndicated data on who bought a vehicle. So all in a, again, using this privacy safe environment that we have, we build out this segment. We hold out a control group and then we go back and we look how many people purchased, how many people in the control group purchased, and what's our lift. So, you know, for someone who loves statistics and experiments and data, it's pretty fun.”
2020-12-15 · Decoder with Nilay Patel · How the @!#$ does advertising work, with Cadillac CMO Melissa Grady · IDENTIFIED FROM THE TRANSCRIPT
“That's incredible. So, how do you track that? Because underlying all of this, all of your data collection, is a sense that you're collecting all the data because you can see how well this stuff works. Right, so let me just offer the simplest example so we can hook onto something that everybody can understand. We read ads on this podcast. I say go to this website, use decoder as your promo code. I know that advertiser is tracking how many times people use a promo code. That's how they measure in a just the most brute force way if they're out on this podcast was effective. You're obviously not having people in Texas use promo code.”
2020-12-15 · Decoder with Nilay Patel · How the @!#$ does advertising work, with Cadillac CMO Melissa Grady · IDENTIFIED FROM THE TRANSCRIPT
“I think there's in the beginning of the pandemic, all of us marketers had the somber whatever advertising. You had to do it and it worked really well then. The beauty of addressable is I think we all know that the moment that we were done with that advertising and you just needed something a little uplifting, right? So every two weeks we were updating our creative and we were able to figure out region by region what creative to play where based on how people were feeling what they were going through and what our inventory was. So, you know, in New York, we might be saying healthcare workers, we can help you with a car purchase discount. And here's what we have versus in Texas, we might still be running an XT6 ad because people were still, you know, kind of, you know, living a lot more normally. They're able to socially distance, so they didn't have to worry as much.”
2020-12-15 · Decoder with Nilay Patel · How the @!#$ does advertising work, with Cadillac CMO Melissa Grady · IDENTIFIED FROM THE TRANSCRIPT
“Absolutely like we've shifted a good portion of our budget this year into addressable and actually addressable TV to like get away from escalade for a minute addressable TV actually really helps save us during the pandemic for a lot of reasons. So if you want to talk about the beauty of addressable we were able to do this. Number one, we stopped production, as did everyone else, right? So we don't have a lot of inventory. Number two, we know how regional COVID was. So while New York was shut down, there were parts of the country that hadn't yet been affected. And number three, we knew what our incentive structure was and our inventory. So we've got, we know, inventory, we know how people are feeling, and we know incentives. We were then able to, on a market-by-market basis, say, here's the messaging we're going to have in New York. And it's all about we have your back. People don't need to see any kind of like, you know, fun advertising right now.”
2020-12-15 · Decoder with Nilay Patel · How the @!#$ does advertising work, with Cadillac CMO Melissa Grady · IDENTIFIED FROM THE TRANSCRIPT
“Is like the holy grail of television advertising. It's been, I've heard this talked about for a long time. I'm watching Hulu. They know who I am. They're going to serve me a different ad than you. You're saying that's already happening.”
2020-12-15 · Decoder with Nilay Patel · How the @!#$ does advertising work, with Cadillac CMO Melissa Grady · IDENTIFIED FROM THE TRANSCRIPT
“So, addressable TV is much like if you think about digital ad buy, addressable TV is TV that is not, you know, you have regular broadcast TV, as you were saying, right? Addressable is where we know who is watching. Like there's a subscriber base and so you know who's watching something and then we can deliver relevant ads so that we can select an audience just like in digital. You select an audience, you target them. And so the net of it is if you and I are sitting in two different apartments in New York and we're next to each other, you may see a different ad than me.”
2020-12-15 · Decoder with Nilay Patel · How the @!#$ does advertising work, with Cadillac CMO Melissa Grady · IDENTIFIED FROM THE TRANSCRIPT
“The reason that we've been working with her is we wrote a manifesto earlier in the year that really resonated with her. She was like, look, you guys are really talking about me. And a Cadillac goes.”
2020-12-15 · Decoder with Nilay Patel · How the @!#$ does advertising work, with Cadillac CMO Melissa Grady · IDENTIFIED FROM THE TRANSCRIPT
“Of people who are people who push themselves, who have like, you know, started like, low, they've worked their whole lives, they've gotten to a certain point, they reward themselves with a Cadillac. It's this thing. And it goes like if you go all the way back to Motown, the stories are like it seems like everyone knows the story of in Motown, as soon as you got a hit record, you got a Cadillac. And that feeling of reward and entrepreneurship and that type of person is very consistent across Cadillac. Now, as we look at the escalade and our campaign is called Never Stop Arriving, this Cadillac person, and Regina King is the person who is featured in our ad for the Cadillac.”
2020-12-15 · Decoder with Nilay Patel · How the @!#$ does advertising work, with Cadillac CMO Melissa Grady · IDENTIFIED FROM THE TRANSCRIPT
“So the first thing with this, and again, we'll go back to how do I handle things. So, the first thing we started with is data. Who are the current escalade owners? We did some modeling on those people to understand who were the new potential escalade owners. Then we got into the insight portion of it. And there's something that's very true about Cadillac, and then there's something that's very true about Escalade because there's like, you know, Escalade's the same but different. And I can explain it. So when you get to the inside of a Cadillac person, and this goes back throughout our history, and it's so fascinating, I'll tell you one really fascinating fact. When you go into our database of owners, the thing that indexes probably the highest is someone's job title. And the job title that indexes the highest is president or CEO. The reason for that is because we've got a bunch of entrepreneurs and self-made people. There's this drive.”
2020-12-15 · Decoder with Nilay Patel · How the @!#$ does advertising work, with Cadillac CMO Melissa Grady · IDENTIFIED FROM THE TRANSCRIPT
“So let me zoom you all the way out. I feel like I could fall down that rabbit hole with you for the next hour, but let me pull this all the way back. Cadillac just introduced a new escalade. It's very fancy. It has a 38-inch OLED screen. It's got Super Cruise self-drive. I've configured this thing 50 times on your website. I can't get it to be under $100,000. So you got a hundred thousand dollar super truck that you're selling people. You're the person in charge of marketing it. How do you start?”
2020-12-15 · Decoder with Nilay Patel · How the @!#$ does advertising work, with Cadillac CMO Melissa Grady · IDENTIFIED FROM THE TRANSCRIPT
“Get to this better place. I think we're just going to have to be a lot more specific. There's the old adage that marketers always love to talk about, the wannamakers, the dilemma of I know 50% of my advertising is wasted. I just don't know which 50%. Well, I think we're getting to a point where you're going to have more specific relationships, and that's just not really going to be a thing anymore.”
2020-12-15 · Decoder with Nilay Patel · How the @!#$ does advertising work, with Cadillac CMO Melissa Grady · IDENTIFIED FROM THE TRANSCRIPT
“Our agency, which is Dentsu, and they have a platform called M1, which is like a, it's a lot of people know like Experian or something like that. Someone who has all the data of all the people basically. Well, we're working with them. We don't ever see that data. And then they anonymize it. We know who we want to target or work with. They go out to people who they have relationships with, who they know are safe. And in an anonymous way, then we start to target. So it's really interesting because I think a lot of it will go back to, you know, how advertising used to be way back of like, okay, you have a good audience. I'm going to talk to you. Here's who I want. You know, it's going to become, people are going to have a lot more control. And in the end, I think we'll all end up in a better place because when it comes down to it, I don't really want to talk to everyone. And I surely don't want to be spamming people because I don't know who they are.”
2020-12-15 · Decoder with Nilay Patel · How the @!#$ does advertising work, with Cadillac CMO Melissa Grady · IDENTIFIED FROM THE TRANSCRIPT
“You look at first party and then third party data being when someone buys information. So if I have a million people who have signed up to hear about the Cadillac lyric and want information, that's my first party data. If I think that a website that talks about electric cars might have a good list that we want to talk to and I want to talk to their million people, that's third party data. As we, you know, today a lot of the internet runs on third-party data or people using other people's data. How you use your data and then sometimes are talking to or matching with other people I think is going to become really the way. So when we look at how and why I'm less worried about cookies, and trust me, I'm worried about it, especially as we try to understand web traffic and things like that. But from an advertising perspective, we work with”
2020-12-15 · Decoder with Nilay Patel · How the @!#$ does advertising work, with Cadillac CMO Melissa Grady · IDENTIFIED FROM THE TRANSCRIPT
“And for example, you know, if you have to go to a website and you have to keep filling out the same five questions and it's something that you go to three times a week, it's like your bank or it's where you shop or something where you know you have a relationship and you want them to remember you because you get tired of having to have to answer the same thing, you're going to start to say, oh yeah, please, like here's my cookie, like take my information, but let me understand how you're sharing it. And so having visibility into how people are sharing things is going to become more important. And then I think, you know, what we're going to do is then when we have information about people and people have said, yep, when it's serving me, you can share it, then that's, so first of all, as an advertiser, that's your first party data. Someone has said, here's my information. You order something, you fill out a form, or you say, please remember me. That's your first party data. It took me a long time to get there.”
2020-12-15 · Decoder with Nilay Patel · How the @!#$ does advertising work, with Cadillac CMO Melissa Grady · IDENTIFIED FROM THE TRANSCRIPT
“So, what happens is, and there's a few different ways to break this down, but now when you go onto a website, you have to accept that if they're going to track you or not. And so if you trust someone, by the way, what we don't realize, and I think this is what's so interesting, what we don't realize is how much we appreciate advertising. And as you have to start to pay for more and more subscriptions and you realize how much advertising was fueling, I think people are going to start to go back to some of the, oh my gosh, now I'm paying $200 a month for all these different TV subscription services. But if I let Hulu give me ads and I let Sling give me ads, then I'm going to have that's going to go down. So I think people are what's going to happen is people are going to understand the exchange a little bit more, which I think will be really interesting. But, you know, as we go through it and what that means, you're going to realize why and where you appreciate cookies and being tracked.”
2020-12-15 · Decoder with Nilay Patel · How the @!#$ does advertising work, with Cadillac CMO Melissa Grady · IDENTIFIED FROM THE TRANSCRIPT
“And we're looking at who we target. That's how we do it today. And I am very concerned about how we deal with that in the short term. But my response to that is, look, we've seen this before. And what we're going to see right now is a ton of innovation because advertising is where the money is. And if that money will go away because cookies have gone away, you have a lot of smart people and you have money involved, innovation is going to start happening on how we now come and approach that. So I think there's some early indications of how your first party becomes more important, how you're matching first party to first party.”
2020-12-15 · Decoder with Nilay Patel · How the @!#$ does advertising work, with Cadillac CMO Melissa Grady · IDENTIFIED FROM THE TRANSCRIPT
“Yes, I can. The easiest way to know what a cookie is is it's a digital identifier of who you are. It's something that as you go around the internet, it's a little piece of code that will follow you. The way that if you're not familiar with cookies, you know what cookies are is number one if you go back to a website that you've been to before and it recognizes you, that's because of a cookie. The flip side of that is you were shopping for a Christmas present for your husband and now he's getting ads for it on his computer because you're on the same Wi-Fi system. That's all because of cookies and it's really about how we anonymously track people on the internet. So as we're moving away from cookies and there's this whole deprecation of cookies and what that's going to mean for advertisers because it really is how we are when we talk about you know everyone knows that advertisers are targeted.”
2020-12-15 · Decoder with Nilay Patel · How the @!#$ does advertising work, with Cadillac CMO Melissa Grady · IDENTIFIED FROM THE TRANSCRIPT
“Yeah, it is an interesting thing. I think about it a lot, and there's a few different examples I can give. I think one of the things I'm thinking a lot about now and that my team hears me say a lot is the world's going cookieless and everyone is sort of freaking out about cookies are going away.”
2020-12-15 · Decoder with Nilay Patel · How the @!#$ does advertising work, with Cadillac CMO Melissa Grady · IDENTIFIED FROM THE TRANSCRIPT
“The flip side of it, which I think that's the part I want to explore. But the flip side of it is there's an entire economy that's based on people like you spending that money. Yeah. Right. So like the Verge itself is an article of culture that is supported by advertising by and large. Broadcast television for years and years and years now it's shifting to streaming, but still the engine of the television industry is advertising. Print magazines collapsing because those ads don't perform as well as they used to because no one reads print on and on and on. Do you think about the flip side of your job when you spend those dollars that advertising powers the culture in that way?”
2020-12-15 · Decoder with Nilay Patel · How the @!#$ does advertising work, with Cadillac CMO Melissa Grady · IDENTIFIED FROM THE TRANSCRIPT
“So at the really basic nuts and bolts level of it, you have a big ad budget. Cadillac does not skim fun its ad budget. You have a big chunk of money and you decide how to spend it. And that is on things like TV advertising, on podcast ads, on radio spots, print, digital, all the stuff.”
2020-12-15 · Decoder with Nilay Patel · How the @!#$ does advertising work, with Cadillac CMO Melissa Grady · IDENTIFIED FROM THE TRANSCRIPT
“Yeah, definitely. I absolutely do. What's very funny is my late grandfather was basically madmen. He was in advertising in the 50s. He was a very successful photographer. And so we used to trade a lot of notes. And I think he was fascinated by how things have really kind of come along and changed. And yeah, I think, you know, underpinning any good marketing strategy today, you need a really strong technology and analytics strategy. And you still need the good creative. But I think that once you get to a good insight, which is really data research driven, that's when you can really get to good creative. And I love technology and how things work and are put together and evolving.”
2020-12-15 · Decoder with Nilay Patel · How the @!#$ does advertising work, with Cadillac CMO Melissa Grady · IDENTIFIED FROM THE TRANSCRIPT
“One thing that's really striking about this, and it was, it struck me the first time we ever talked to each other, I think a lot of people think of advertising this madman context of creatives and brand campaigns and photo shoots. You have what seems like a very data-driven job, essentially a tech job. Is that how you think of it?”
2020-12-15 · Decoder with Nilay Patel · How the @!#$ does advertising work, with Cadillac CMO Melissa Grady · IDENTIFIED FROM THE TRANSCRIPT