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Cory Treffiletti

Member since February 2002 Contact Cory

Cory has been a thought leader, executive and business driver in the digital media landscape since 1994. Cory is currently Vice President of Marketing for the Oracle Data Cloud, following the acquisition of BlueKai and his previous role as SVP of Marketing. Cory has authored a weekly column on digital media, advertising and marketing since 2000 for Mediapost's Online Spin. Cory spent many years primarily on the agency services side of the business as a successful executive, media expert and/or founding team member for a number of companies. Cory was part of the initial team and VP Client & Media Services for i-Traffic (acquired by Omnicom), VP Media Services for Freestyle Interactive (acquired by Aegis/Carat), SVP Managing Director for Carat Fusion (Interactive), VP Media for Real Branding (acquired by Schawk) and President of Catalyst S+F. In the start-up media space his experience includes Director of Marketing for IUMA, the Internet Underground Music Archive (acquired by eMusic), Chief Marketing Officer for Sharkle (acquired by ViTrue, then Oracle), Co-Founder of Republic Project (acquired by DG/MediaMind) and Co-Founder of The Virtual Fan Network. Cory is a graduate of the Newhouse School for Public Communications at Syracuse University and is also the author of "Internet Ad Pioneers" (available on Amazon.com).

Articles by Cory All articles by Cory

  • Don't Blame The Agency in Online Spin on 06/22/2016

    I recently read the Association of National Advertisers report regarding the findings of non-transparent practices in the agency world. If I were an agency media person I would be worried, but maybe not for the reasons you might think. Fundamentally, the blame for this situation does not rest with the agencies (at least, not completely). I would go further out on a limb and say many brands have enabled things by permitting - if not creating - the situation that requires these kinds of practices: a climate of agency distrust and mistreatment.

  • An Ode To The Icons in Online Spin on 06/15/2016

    What's happening to all the icons? David Bowie. Prince. Muhammad Ali. These have been the biggest, but don't forget about Glenn Frey, Paul Kantner, Maurice White, Lemmy Kilmister -- all of whom were legends to their fans and friends alike, and all of whom (plus many more) passed on in 2016.

  • A Picture Is Worth A Thousand Words (& Clicks) in Online Spin on 06/08/2016

    Last week was Christmas for the ad industry, as Mary Meeker released her annual report on all things digital, globally. If I were someone at Facebook, Instagram, Twitter, Pinterest or Snapchat, I would be pretty stoked by what I read! These platforms are growing rapidly, and what Meeker had to say about the behaviors of the younger audiences engaged with these kinds of platforms was extremely positive.

  • My Relationship Status With Social Media: It's Complicated in Online Spin on 06/01/2016

    My relationship with social media is somewhat complicated. It's that way for many people who are striving to balance their professional and personal lives.

  • What Online Marketers Can Learn From Coffee Shops in Online Spin on 05/25/2016

    Do consumers at this point expect a personalized experience with brands? I don't think they expect it, but I think they're pleasantly surprised when they get one, and they tend to reward the brands that go that extra mile. Building a stronger connection for both sides has a positive impact -- a fact I can confirm by looking at personalization in the offline world of local coffee shops.

  • Is Search Dead? in Online Spin on 05/18/2016

    Is search dead? Realistically, the answer is no, but I hear fewer and fewer brands talking about search in a way that signals a focus on innovation or growth. Is it possible that search is just like that friend of yours who always shows up when asked, will do whatever he can to help, and is consistently taken for granted? Is search the utility in-fielder for your team?

  • Prioritizing Metrics Will Center Your Strategy & Resources in Online Spin on 05/11/2016

    Remember when the role of a marketer was simple? You had two things to accomplish; build a brand and drive demand. It was brand and demand - and half of those objectives were completely intangible with no real metrics to work with! I say that sentence sarcastically because I actually love accountability. That being said, marketers do have a difficult time these days because you have to find a way to prioritize and correlate the metrics at your disposal. It's not easy!

  • Let's Make Online Advertising Great Again! in Online Spin on 05/04/2016

    There's a simple way to make advertising great again. It's called emotion. Most online advertising is targeted, which means it is efficient in media terms. A lot of online advertising is personalized, but it's personalized in what I refer to as "first-grade math" fashion, meaning it's simple and pretty much anyone can do it. We need to get more advanced -- we need to start doing some algebra and maybe some calculus. True personalization requires a more advanced level of attention, and more-complex math. True personalization requires relevance and a little bit of context -- and if you combine these two items, emotion is not far behind.

  • The Day The Music Died: R.I.P., Prince in Online Spin on 04/28/2016

    Those of you who truly know me know I am a music fan of the nth degree. I was on a plane last week when I heard Prince had died, and it hit me like a ton of bricks. I was in shock for a few hours, then I was sad. Then I realized the best way to memorialize a loss is to celebrate the source, and that's what I've been doing all last week.

  • Personalization Vs. Personal Relationships in Online Spin on 04/20/2016

    When you walk into a store and the store owner knows details about your life that he can use to personalize the experience, that's considered excellent customer service. It's the same in digital marketing. However, a personalized experience offline - when you become a regular at a restaurant and the staff knows you and what you like - happens over time. In digital media, we know so many things about you the first time you come into the experience, that it can come off as "creepy" to completely personalize things because we haven't built the relationship yet.

Comments by Cory All comments by Cory

  • Smooverly: Investor Deck by Bob Garfield (Garfield at Large on 04/25/2016)

    Bob.  Of all your articles in recent months this might simply be the best.  Drop the mic. 

  • Innovation Comes From Inspiration -- And No Computer Has EVER Been Inspired by Cory Treffiletti (Online Spin on 09/02/2015)

    And i should give credit where it's due - this topic came up from a conversation at the recent Brand ConFab event in SF.  Check out their events here (and in full disclosure - this is my wife's new company) - http://www.brandconfab.com

  • What WON'T Happen In 2015? by Dave Morgan (Online Spin on 12/04/2014)

    Dave - keep an eye out for my un-predictions today. I completely stole your idea on what "won't" happen in 2015, but i hadn't seen yours yet. I guess great minds do think alike! I hope all is well on your end!

  • Attribution And 'The Matrix' Trilogy by Cory Treffiletti (Online Spin on 05/07/2014)

    If attribution is idiotic, Mike, then why is Google buying Adometry? Why is AOL buying Convertro? I think you may be missing the point.

  • Are You Hiring, Or Not Hiring, Based on Age? by Cory Treffiletti (Online Spin on 04/02/2014)

    Paula - i see you comment on everyone of my posts and are always very counter to whatever i write. If you hate my writing so much, how come you always comment?

  • Marketers Need To Be 'Polite' by Cory Treffiletti (Online Spin on 01/15/2014)

    i dont disagree with your comment, but i think you are missing the point. tv and video advertising are not data driven marketing tools. they are not audience based buys. they are standard interruptions. the polite concept is based on using data to inform an interaction.

  • 10 Things That Make New York Media Great by Matt Straz (Online Spin on 08/26/2013)

    Great piece Matt - i am going to have to do a response about the bay area this week. You inspired me!

  • Using What You Know To Power What You Do (No Buzzwords Allowed) by Cory Treffiletti (Online Spin on 06/26/2013)

    Its interesting that you take the idea that far. What is your perception of how private that information actually is? All companies have to live by all established privacy rules and regulations and that stands for the internet as well as every other company you interact with. Your grocery store, your phone company, your cell provider, your credit card companies and even your bank. Everyone of those companies has been using these methods for many, many years and the acceptance is quite high. How is this any different?

  • Integrating Marketing Key, Yet Challenges Remain by Steve McClellan (MediaDailyNews on 04/29/2013)

    The other missing element in a strong integrated marketing effort is the data - how do you leverage audience segmentation across ALL channels and maintain a cohesive message, understanding your customer and customizing their experiences no matter where they interact with your brand.

  • Pick One Horse In The Race -- Or Else Even When You Win, You Lose by Cory Treffiletti (Online Spin on 04/10/2013)

    When you write an article every week for over 11 years, you tend to hear a lot of feedback; some of it good, some of it bad. I read what people write in response to my columns and in many cases I get direct emails from people. Sometimes they write their responses in other online forums, but in just about every possible case I end up hearing about it. Last week’s article got a LOT of that kind of discussion going. In my last column I made the statement that when a brand picks more than one agency to handle its business, they lose because they create a situation that breeds agency infighting. I stand by that statement, but I feel the need to clarify because its clear that many people completely missed the point of the piece. For a multiple agency situation to truly succeed, the customer needs to take an active role in strategic planning and they need to establish guidelines. If they don’t then they set everyone up to fail. You cannot rule in a league of mercenaries. You cannot establish order when herding cats. You cannot expect rank and file organization when you lead an army of pirates. At some point every agency in that relationship has a goal to grow their business and that happens by decreasing the business somewhere else. The client's responsibility is to take the guesswork out, lay the framework for the relationship and parameters by which everyone operates. Too often people miss the point because they hear what they want to hear. This means they are less open to hearing the other side of the issue. That’s just too bad.

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