Search by name, company, title, location, etc.

Aaron Goldman

Member since November 2002 Contact Aaron

Aaron Goldman is Chief Marketing Officer at 4C, a data science and media technology company. Sitting at the intersection of TV and social media, 4C’s technology improves marketing effectiveness and efficiency. Clients include brands, agencies, media companies and content owners like eBay, Starcom MediaVest Group, NBC and Sony Pictures.   Well-known in the industry for his freestyle flow and propensity to talk about himself in 3rd person, Goldman has been running the digital marketing rap game for more than 15 years. Prior to 4C, Goldman was CMO at Kenshoo, a leading enterprise marketing software company, for nearly 5 years. Of all his accomplishments during this time, Goldman is most proud of turning Kenshoo into multiple parts of speech, with such taglines as Kenshoo Do It? I Kenshoo, Can You? And How Do You Kenshoo?    Previously, Goldman founded Connectual, a digital marketing consulting and matchmaking firm. Before that, he was VP Marketing and Strategic Partnerships at Resolution Media, a search marketing agency that makes it rain under the Omnicom umbrella. And in the early days, Goldman managed U.S. Midwest sales for MaxOnline, an ad network that was folded into IAC. He sold a lot of pop-ups. Goldman is also the author of Everything I Know about Marketing I Learned from Google (McGraw-Hill 2010),   When he’s not busy Googling himself, Goldman is running around Chicago with his wife, Lisa, daughter, Eliara, and twins, Ethan and Mila.

Meet Aaron at MediaPost Events

  • Aaron attended Search Insider Summit, December 02, 2009
    The Chateaux at Silver Lake, Park City, UT

Articles by Aaron All articles by Aaron

  • 4 Things I Saw At CES That Will Impact The Social Media Industry  in Social Media Insider on 01/20/2016

    Usually what happens in Vegas stays in Vegas, but this time I'm kissing and telling. Here are four things I saw at the Consumer Electronics Show the week before last that will have a lasting impact on the social media space:

  • 10 Social Media Lessons From Freestyle Rap in Social Media Insider on 12/23/2015

    Over the years I've dabbled in the dark arts of improvisational lyricism. Indeed, I've made a habit of "Getting Googley" at marketing industry events the world over. I even did a live rap battle on stage at the MediaPost Search Insider Summit. Now, please allow me to drop some knowledge from my years of dropping rhymes. Here are 10 key tenets of freestyle rap that can apply to your social media practice

  • Amazing Zuck: A Song Of Social Media Grace in Social Media Insider on 11/24/2015

    In the United States, Thanksgiving is a day of.... well, giving thanks. It's also a time for tradition, whether that's being with family, eating turkey, watching football, or scrambling to finalize Black Friday campaigns. In the spirit of the holiday, I thought I'd resume my time-honored tradition of covering songs in MediaPost columns.

  • 10 Ways To Make Your TV Strategy More Social -- And Vice Versa in Social Media Insider on 10/28/2015

    Social network advertising may be less than 5% of total global media spend - $25 billion out of $570 billion in 2015, per eMarketer - but it has a dramatic impact on all media, especially the ~40% going to television. Here are 10 ways to make your TV strategy more social, and vice versa:

  • The 10 People You Meet At Trade Shows  in Social Media Insider on 09/30/2015

    In my last column, "If Social Networks Were Real People," I introduced you to Facebook Felicia, Twitter Tommy, LinkedIn Larry, Pinterest Penny, Instagram Izzy, Snapchat Sam, and Google+ Gertrude. By creating personas for the top social networks, we unveiled key marketing opportunities with each platform. Today, let's continue the persona development theme and wrap it around the types of people you meet at industry conferences. Just making sure you'll be equipped to survive and thrive at your next show.

  • If Social Networks Were Real People in Social Media Insider on 09/01/2015

    In marketing we often use personas to help frame our strategy and tactics. We create human profiles and ascribe real attributes, sometimes even real names, to them as a way to understand our target audiences and what make them tick. For many marketers, it can be a challenge keeping up with the various social networks, much less the people we're trying to reach through them. So I thought it might be fun to create personas for each of the major social media properties. Keep in mind these personas are meant to represent the companies themselves, not their founders, employees, or users. And it's all done in jest-ish.

  • When it Comes To Social Media Affinities, Expect The Unexpected in Social Media Insider on 08/05/2015

    Social media has been called "a limitless focus group" for its ability to provide real-time and unbiased insights into people and their behavior at scale. Unlike the focus groups of yesteryear - conducted behind one-way mirrors and riddled by small samples, leading questions, and self-reporting - social media data tells it like it is, often with unexpected outcomes. This is what makes the space so fruitful (and fascinating!) for marketers.

  • 10 Social Media Lessons From The Grateful Dead in Social Media Insider on 07/08/2015

    This past weekend marked the final three shows the four remaining members of the original Grateful Dead will (supposedly) ever play together. I was fortunate to go to the last hurrah on Sunday night - and, among other visions, found inspiration for this column. For all intents and purposes, the Dead helped create the first social network. By building a community and connecting it through technology, the band helped people around the world share their passion for the music and communicate with each other to trade tapes, tickets, etc. So here are 10 things we can learn from the Dead and apply to our social media practice.

  • Five Lessons From 272 Columns in Search Insider on 06/03/2015

    "Now this is not the end. It is not even the beginning of the end. But it is, perhaps, the end of the beginning." I have no idea what this means, but Winston Churchill said it, so it must be sage - and seems a fitting way to begin the end of my run as a Search Insider.

  • 12 Rounds Of Search Marketing Insights From Mayweather And Pacquiao in Search Insider on 05/05/2015

    This past weekend brought the highly anticipated welterweight unification boxing match between Floyd Mayweather and Manny Pacquiao. While the fight went 12 full rounds, many fans felt they did not get their money's worth. Sometimes marketers can feel that way about search. (How's that for a segue?) Here are 12 boxing-inspired insights to ensure your search marketing lives up to the hype:

Comments by Aaron All comments by Aaron

  • Why Ad Tech Should Worry About The Rise Of Marketing Tech by Dave Morgan (Online Spin on 01/14/2016)

    Indeed. In search, single point of dependency is a big issue (still blows my mind that people are comfortable using AdWords or Doubleclick to manage their PPC) and in-house management with a mix of proprietary tools and 3rd party software are distinguishing factors. I'd also add the fact that 50% of digital budgets go to search as another main reason marketers are taking control of their own destiny and not settling for outsourced, managed service, black box, arb solutions. It's just too big and important for the business. We're seeing the same trend starting to happen in social. Not necessarily movement in-house but definitely towards true SaaS. Won't be long for the rest of the industry to follow suit and ditch the arb. Certainly hope Programmatic TV shakes out this way. ;)

  • Why Ad Tech Should Worry About The Rise Of Marketing Tech by Dave Morgan (Online Spin on 01/14/2016)

    Good, provocative piece Dave. Not sure the line between martech and ad tech is so cut and dry though. Your last riff about search is case and point. Yes, it runs thru software but arguably those tools are more ad tech than martech. Think Kenshoo, Marin, and Doubleclick. The only martech stack that does SEM is Adobe and its offering hasn't progressed much since the Efficient Frontier acquisition. Perhaps the lens we need to look at this thru is SaaS vs. media arbitrage, not martech vs. ad tech. The days of media arbitrage networks with their proprietary algorithms and managed service disguised as platforms are over. 2016 will weed the rest of these pretenders out. Won't name names here but key metric to look at is gross margin. Thoughts?

  • The 10 People You Meet At Trade Shows by Aaron Goldman (Social Media Insider on 09/30/2015)

    Thx guys... when trade shows are a part of the job, ya gotta have fun with it! 

  • If Social Networks Were Real People by Aaron Goldman (Social Media Insider on 09/01/2015)

    Thanks Ellen, glad you got a kick out of it!

  • When it Comes To Social Media Affinities, Expect The Unexpected by Aaron Goldman (Social Media Insider on 08/05/2015)

    Thanks for the feedback Doug! To determine affinities/PPM we analyze active engagment on brand content across Facebook and Twitter spanning 1.5 billion users, 250,000 interest categories, 50,000 brands and 6,000 TV programs.

  • Pediatricians Warn Against 'Sharenting' by Erik Sass (Social Media Insider on 07/29/2015)

    When I first read the headline, I thought it was "Shatnering" and assumed this would be about kids getting typecast for life. After figuring out what it really said and reading the rest of the piece, I was amused by the fact that the moral wasn't too far off! :)

  • 10 Social Media Lessons From The Grateful Dead by Aaron Goldman (Social Media Insider on 07/08/2015)

    Great insight Glenn! Fare Thee Well was my first time seeing the "original" band but I'm definitely a licorice lover and have been to plenty of iterations over the past 20 years... Furthur, the Dead, Ratdog, Phil and Friends, Rhythm Devils, etc. That said, I grew up with Phish and identify more as a Phishhead than Deadhead so having Trey in the lineup was the best of all worlds for me.

  • 10 Social Media Lessons From The Grateful Dead by Aaron Goldman (Social Media Insider on 07/08/2015)

    Thanks Janel! Trying to reach new "highs" :)

  • Five Lessons From 272 Columns by Aaron Goldman (Search Insider on 06/03/2015)

    Thx Gord, you've set the bar high!

  • Farewell, Search Insider -- It's Been Fun! by Gord Hotchkiss (Search Insider on 01/07/2015)

    Kudos on an incredible body of work, Gord! I've always enjoyed reading your columns. You have a truly unique and engaging perspective. Keep spinnin'!

About Edit

You haven't told us anything about yourself! Surely you've got something to say. Tell us a little something.