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Max Kalehoff

Member since May 2004Contact Max

Student in marketing and innovation. SVP marketing at SocialCode.

Articles by Max All articles by Max

  • Doing Fewer Things Well in Online Spin on 03/25/2014

    I noted recently how we all maintain several identities across many online venues. One important one for me has been my persona in this column -- for most of eight years. But part of managing different versions of yourself on the Web is hard. Actively managing them sometimes means pruning them. That includes venues where you've contributed and received immense value for a long time. Well, that's what I'm doing now.

  • How Many Online Identities Do Your Consumers Have? in Online Spin on 03/18/2014

    I've accumulated perhaps dozens of identities across various social platforms over the years. I use the same handle -- maxkalehoff -- on all of them, though the persona I present is nuanced across each platform and norm. Here are my major ones and their purpose:

  • SXSWi Postmortem in Online Spin on 03/11/2014

    As I write this column, I'm wrapping up an immersive five days at SXSWi 2014. Following are some observations from the Austin-based event that keeps growing and everyone seems to be talking about:

  • Amtrak Should Expand Its Writers' Residency Program To Business Professionals in Online Spin on 03/04/2014

    My work these days takes me from New York to Washington, D.C. every month. I always take Amtrak's Acela high-speed train because it is a little more civilized, faster and has better WiFi. My New York-D.C. train trip has become my most cherished time for thinking and writing. I wish Amtrak would offer trips to nowhere!

  • Yes, We're Still Solving The Same Fundamental Problems in Online Spin on 02/25/2014

    I once had a conversation with the head of engineering of a large, successful software company. I asked her how -- as her career evolved from tactical to senior managerial -- she maintained technical prowess along with respect from advanced technical teams. While being a front-line developer wasn't her calling, she said her ongoing effectiveness in leading teams and solving complex engineering issues came from the quality of her early training and technical foundation.

  • How Can I Be Helpful To You? in Online Spin on 02/18/2014

    "How can I be helpful to you? Let me know now or in the future." I always try to end conversations that way. It's not just a saying, it's a state of mind.

  • Why Were The Super Bowl's Second-Half Ratings So High? in Online Spin on 02/11/2014

    According to Nielsen, some "drop off" in ad memorability is expected between the first and second halves of a Super Bowl game (10% average from 2009-2013). However, this year's Super Bowl XLVIII blowout countered that trend, with ad performance down only 7% during the game's Seahawks-Destroy-Broncos second half. Nielsen also reported that only 5% of the audience tuned out for the final half-hour of the game. I don't believe this was a random event, or caused by Mother Nature. My theory is that tv ad execution, combined with early social promotion, was partly responsible, and this phenomenon will continue in the future.

  • Online Views Of Super Bowl Ads Reaching Critical Mass  in Online Spin on 02/04/2014

    Super Bowl XXXIV, played on January 30, 2000, was often referred to as the Dot-Com Bowl, with over a dozen Internet companies advertising in the big game.While most of these high-flying pioneers are gone, they accelerated an important trend in the advertising business: sophisticated integration between the Internet and conventional television.

  • Grand Inspiration in Online Spin on 01/28/2014

    A few of my friends from New Jersey and Pennsylvania were lamenting sarcastically how New York City's Pennsylvania Station, once among the world's most majestic railroad stations, had become the Seventh Circle of Hell. The New York Times' Julie Bosman named the razing of the original station and construction of the new one as one of the city's greatest architectural disasters. Even on a hygienic level, the station is desperate for a rehab. Meanwhile, I love my weekday commute through Grand Central Terminal, 10 blocks away from Penn Station. In fact, Grand Central Station inspires me tremendously. It really gets me fired up and motivated to seize the day.

  • Nine Best Practices To Mobilize Colleagues To Accomplish Big Goals in Online Spin on 01/21/2014

    All companies require cross-functional collaboration to succeed. Even if you're the chief, you need to win the hearts and minds of colleagues to accomplish big things. When it comes to accomplishing big goals that require engaging disparate teams (or entire companies), a few best practices can make a world of difference. The following have worked for me:

Comments by Max All comments by Max

  • Build A Wall -- For The Third Garden by Ted McConnell (Online Spin on 03/16/2017)

    Ted, Agree with you 100%. Though a key piece you didn't cover is ad products that work. They must work for the consumer, in that they have a positive impact on the user experience, and create value. They also must work for the advertiser, in that they perform against business objectives and reveal insights about the campaigns, creatives, formats, audiences and more. The two big walled gardens have largely been succeeding because they've delivered great ad products, and they're innovating like hell. There are two giant walled gardens, but there also are some other emerging, scaling platforms as well, like Snapchat and Pinterest. These platforms are innovating at breakneck speed as well, and delivering great ads products that create user value and drive performance and insight for the advertise as well. That innovation and impact is inextricably linked to ignoring (or at least de-prioritizing) IAB standards and constantly pushing the bar within their own uniqiue, native experiences. And that is why these publisher platforms are becoming the preferred method of consuming publisher content -- their experience don't suck; load times work great on mobile or any device; they ads are targeted and they fit into the native experience. Is that notion at all possible in a third walled garden? I argue it is not. Regardless, the vast sea of struggling publishers -- relying on unreliable cookie systems -- have a ridiculous amount of easy wins to make better ad formats and better experiences for their users. If they mix that with your measurement and accounting recommendations in a third-walled-garden cooperative, they'd have a much brighter future. 

  • Five Industry Expressions I Want To Ban Immediately by Maarten Albarda (Online Spin on 03/24/2014)

    Maarten, you just inspired me to create a bingo card in honor of ad-tech and agency jargon: http://maxkalehoff.com/1rtJqpY Enjoy!

  • Yes, We're Still Solving The Same Fundamental Problems by Max Kalehoff (Online Spin on 02/25/2014)

    Great quote: "The online advertising community has become the pharmaceutical industry."

  • Publishing Industry's Turbulence Creates Surge Of Talent For Marketers by Max Kalehoff (Online Spin on 01/14/2014)

    @Al DiGuido: Whether you're a conventional publisher or a brand (which can be a publisher), trust and quality in content are one and the same. Indeed, brand content can be more compelling and useful than content from a conventional publisher. And vice versa.

  • Fitbit: Best Personal Tech of 2013 by Max Kalehoff (Online Spin on 12/31/2013)

    @Ted: Thanks Ted. I forgot to mention the social element, as I compete against my wife and a few others. @Dan: I'm sure we'll see a lot of innovation here, and perhaps connect to patient records, other appliances, etc. Privacy/publicity issues are sure to arise as well.

  • If You're Not An Agile Marketer, You're A Dead Marketer by Max Kalehoff (Online Spin on 12/03/2013)

    @PeteAustin, you are most certainly correct. That love should say "More sophisticated environments will make already struggling predictions and forecasts less useful." I will request an edit.

  • What's In A Name? by Maarten Albarda (Online Spin on 12/02/2013)

    Greetings Maarten! I think the name, when a new one is given, strongly reflects the aspiration of the namers, not necessarily reality. What the name comes to stand for is rooted in the behaviors and contributions of the company. Similar to people, a name does not predict future success.

  • Facebook Really IS Committed To Making Marketers Successful by Max Kalehoff (Online Spin on 11/05/2013)

    @Mike Einstein: Disruption and change is hard. But I'm optimistic and excited about innovation and the future -- and playing a role in it.

  • 10 Attributes Of An Extraordinary Hire by Max Kalehoff (Online Spin on 10/15/2013)

    Of course #10 has to be handle with extreme discretion - and sometimes it may not be appropriate. That goes without saying. But we now live in a hyper-connected world of LinkedIn, Facebook and Twitter.

  • Obit: Media Planning Guru Erwin Ephron, Dead At 79 by Joe Mandese (MediaDailyNews on 10/14/2013)

    Erwin was not only stubbornly brilliant, he was progressive and open to new ideas. In my late twenties, when we were building BuzzMetrics (later acquired by Nielsen), he became fascinated with our work and was very generous in helping us translate and make it relevant to the conventional media institutions. He personally shared some of his best practices with me in his midetown office and, of course, made me read his book "Media Planning." Thanks for the write-up, Joe.

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