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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

  • 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.

  • Is Digital Media Too Big To Fail? in Online Spin on 04/13/2016

    Do you remember when digital budgets were considered "innovative"? It wasn't too long ago that the money spent in digital media was considered a test budget. As tests, the budgets were small and the level of forgiveness was high. Marketers viewed the money spent in digital as something to play with, and any wins were considered bonus to the core objectives and could fuel future growth. As those wins piled up, so have the expectations. Digital is now part of a core marketing strategy, and with that level of expectations comes a different level of acceptance as well as forgiveness for when things don't work the way you want them to. Is it possible that digital media -- as a tactical component of a marketer's toolbox -- is simply too big to fail?

  • Insights from 'Extreme Ownership': Ego Vs. Pride in Online Spin on 04/06/2016

    Guess what causes most of the problems in the world? It's actually quite simple: ego. I just finished a great book called "Extreme Ownership" by two ex-Navy Seals: Jocko Willink and Leif Babin. The book was amazing because it pointed out how ego manifests in the workplace by using examples these two had seen in the field as Seals, but also as business consultants in the workplace.

  • Millennials Are NOT The Enemy  in Online Spin on 03/30/2016

    If you add up the sum total of everything written about Millennials, you come to a possible conclusion that there's a war on media being waged by the Millennial generation -- which is simply not true. The fact is, we're blaming Millennials for our own faults. The truth is, we sort of suck at what we do right now.

  • Your Management Style Will Determine Your Success As Marketer in Online Spin on 03/23/2016

    Want to transform your brand into one more digitally focused and data-driven? It takes more than just writing a strategy and a new generation of KPIs. In order to transform, you have to be willing to ask the hard questions. You have to know whether you have the right people in the right places - and if not, what to do about that lack.

  • How Online Advertising Is Starting To Look Like TV In The '60s in Online Spin on 03/16/2016

    The online ad business in 2016 is starting to look like the TV ad business in 1964: focused on a significantly simplified ecosystem.

  • Notifications Are The Evolution Of Email In An App-Driven World in Online Spin on 03/09/2016

    If you're like me, you border on being somewhat obsessive-compulsive. I constantly make lists just so I can cross things off. I can't go to sleep without my inbox being less than one page. If I have number notification on any app on the homepage of my iPhone, I have to click in and see what it wants me to do. This last example is only getting worse, because if you weren't borderline OCD before, then your phone is slowly pushing you to the edge. It's training us to be like that little dog and Pavlov. It's amazing marketing, and there are things to learn there if you dive in deeply.

  • Consumers Remember Stories, Not Products in Online Spin on 03/02/2016

    Do you remember anything at all when you watch ads -- or is the experience a hazy blur? The fact is, consumers rarely remember a product -- they remember stories, which may inspire the use of the product. That element is what online advertising is lacking.

  • What Grandma Thinks About Our World in Online Spin on 02/24/2016

    It's 2026. I wake up at 5 a.m. to the gentle pulse of my Apple Watch, unfold my iPaper (the bendable, ultra-thin iPad generation 14) and begin reading the news, my email and Facebook.

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.