For many brands, knowing exactly which stations and when their TV advertising commercials ran on TV can be a mystery. Most large brands have an agency that negotiates and manages their media buys. However, actual airing data is unavailable until at least 90 days after the commercial aired – well past the airing date.

Analytics in the advertising industry is alive!  As organizations use this data collection to realize their competitive position in the marketplace, they are managing a living entity that is constantly growing, evolving, and creating new opportunities. Analytics is forever active and should always be treated as such. Yet somehow, we seem to accept passive analytics from systems that inform us only to an endpoint and can’t compel us to the opportunities for immediate action in the business moment.