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Michael Kaushansky

Member since July 2011 Contact Michael

Michael joined Havas Digital in 2011. Before I worked for Ogilvy, GE Money, Target, Glaxo-Smith Kline and Union Pacific Railroad. Michael holds a Master of Science in applied mathematics from Creighton University.

Articles by Michael All articles by Michael

  • Data Saves The CMO in Metrics Insider on 06/24/2015

    On average, most CMOs hold that job for less than two years.. Ever wonder why? A major contributing factor is the lack of fact-based decision-making. Organizations of all sizes, all around the world, are coming to realize that without data at the core of their operational decisions, they are left at the hands of intuitive decision-making. That's why I'm stating now, definitively: Data will save the CMO.

  • How To Use Customer Data For Accurate Cross-Channel Targeting in Metrics Insider on 07/23/2013

    We are quickly moving to a world of cross-channel hyper-targeting. The notion of database-precise targeting is not just for direct response campaigns anymore, but now can be used for brand campaigns. The promise is to provide a laser-focused effort in delivering not just an offer, but also a brand experience to a targeted individual. The most critical piece in the process is to have the right data to know whom to target.

  • Simplify Targeting And Overcome Low Match Rates  in Metrics Insider on 01/16/2013

    There is an explosive hype focused on leveraging an advertiser's customer data to enable better digital media targeting. Several approaches have sprung up over the years that attempt to individually match customer level data to cookies for targeting ads. These processes include matching registered users through either a persistent cookie or an email address; some simply match a customer's personal information (PII) with permission. The match rates are not great! Some advertisers have reported match rates as low as 10% with only 50% accuracy in identifying gender. With low individual match rates exacerbated by inaccuracy, advertisers should start to rethink their data strategy. Is

  • Modeling Behavior To Target Smarter in Metrics Insider on 10/03/2012

    Most online marketers now embrace behavioral-based targeting. As more and more marketers focused their online budgets to target based on behavior, the price for specific behaviors became more and more expensive. Automakers began paying top dollar for any user who visited an automotive site; they paid even higher premiums if users visited multiple sites on several occasions. The truth is that a lot of these tracked users are well underway to engage with the brand and are likely to convert anyway -- in short, they'll buy no matter what. If that's the case, then marketers focused exclusively on behavioral targeting may be spending their time and money in vain.

  • Use An Analytic Approach To Choose An RTB Platform in RTB Insider on 09/13/2012

    Due to the volume of data transactions between the demand and sell sides, systems have been developed to facilitate the buying process. These systems operate in real time and are defined as real-time bidding platforms (RTBs). With the rise of multiple RTBs, advertisers now have various options offering them the ability to cherry-pick any online impression and to bid accordingly. So now the real question is, how should an advertiser select the right RTB platform for a campaign?

  • Data Saves The CMO in Metrics Insider on 08/15/2012

    On average, most CMOs hold that job for less than two years.. Ever wonder why? A major contributing factor is the lack of fact-based decision-making. Organizations of all sizes, all around the world, are coming to realize that without data at the core of their operational decisions, they are left at the hands of intuitive decision-making. That's why I'm stating now, definitively: Data will save the CMO.

  • Web Analytics: Personalize Your Site With Five Levels Of Optimization in Metrics Insider on 04/25/2012

    We spend $1 out of every $100 of our media budget on the "last mile": converting visitors who come to our site into customers. There are a few reasons for this lopsided ratio. One reason may be that we feel by filling up the funnel we will drive more traffic. But how should you be investing in the "last mile"? Deploying a personalized site experience will provide the biggest opportunity for improving the visitor experience, thus helping to increase your qualified site conversions. A large part of this strategy is leveraging the right set of tools to convert online behavioral data into executable targeted strategies.

  • If User-Level Data is Too Costly, Look into Alternatives in Metrics Insider on 03/20/2012

    Everyone is racing to connect all their online data to a single user, to provide a view into that consumer's behavior and engagement with a product/brand across a plethora of touch points and channels. There are many marketing benefits in having all the information about your consumer at your fingertips; however, is it cost-effective to embark upon multi-source consumer-level data integration? Are there alternatives?

  • Engagement Scoring: A Simple View Into Website Performance in Metrics Insider on 02/24/2012

    Websites today are jam-packed with content, actions, and tactics to get you to engage and transact. Is it working? Well, the only way to truly know is to track it, and there is a lot to track! Websites can easily average over 10,000 pages with multiple actions on each page. Tracking this amount of data requires complex implementations, massive data storage, and sophisticated data visualization to make sense of it all; and in the end, it may be impossible. Even with the help of web analytics software such as Omniture and Google Analytics, the amount of data is still dense and becomes overwhelming, sometimes counterintuitive, and reporting may seem unproductive. So what is the answer? Engagement Scoring!

  • Data-Driven Creative  in Metrics Insider on 01/17/2012

    As we start the new year, we are entering the age of data-driven creative strategies. Including data as an input into the creative cycle will allow current trends, consumer sentiment, real-time behavior and attitudinal response to be interwoven into creative thinking, thus making a campaign more relevant, dynamic and effective.

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