Commentary

'Digital Moneyball' Explained

MediaPost chief Ken Fadner opened OMMA Global in San Francisco this morning answering the question on everyone’s mind: What’s “Digital Moneyball.”

Aside from being the theme of OMMA’s conference here, of course.

“We had in mind a theme which was sort of the media lab or marketing best practices,” Fadner explained about the development of the show’s theme, noting it was initially about “a lot of the things in digital are small initiatives” that add up to create big effects.

“It occurred to us that it was actually very much like ‘Moneyball,’” he said, referring to the movie and the book, which was written by Michael Lewis.

“In the sense that the digital world has been stuck with to date, with small budgets across a diverse playing field.

It’s not unlike Billy Beane and the Oakland As trying to compete with the New York Yankees,” he explained. “It’s about putting together those little elements that raise the performance of your team.”

 

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