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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

  • Innovation Comes From Inspiration -- And No Computer Has EVER Been Inspired in Online Spin on 09/02/2015

    Programmatic and automation will never take over the marketing industry 100% because a machine can never be inspired, and innovation is driven through inspiration. Inspiration is driven through the marriage of emotion and hypothesis-and to date, computers are not capable of either one (at least not in the real world--they certainly do in the movies). That's why the age-old debate over "art vs. science" can never be won in advertising or marketing. Both sides are necessary for success.

  • Why 'Campaign' Is Fast Becoming A Dirty Word in Online Spin on 08/26/2015

    The term "campaign" is outliving its purpose in the advertising and marketing world. The concept is too linear and implies the brand is on control of the conversation, which is no longer the case. Lots of brands are coming up with other vernacular to describe the process, and you should as well.

  • Three Proven Steps To Data-Driven Marketing in Online Spin on 08/19/2015

    Data-driven marketing is a complicated business, but there's still a simple way to break down the market and develop a strategy, one that's easily taught to all members of your marketing org.

  • Amazon, Walmart, And Wingtip: Size (And Loyalty) Does Matter in Online Spin on 08/12/2015

    A few weeks back, Amazon announced earnings, and quietly surpassed Walmart in market valuation. How was this not bigger news? When I wrote this article, Amazon's market value was estimated at about $244 billion, while Walmart's estimate was around $229 billion - which means a virtual store is worth more than the world's largest physical store.

  • The Impending Move To Cord-Cutting Signals Massive Revenue Shift For TV in Online Spin on 08/05/2015

    In the next 12 months, the concept of cord-cutting is going to really take hold - a huge opportunity for television companies, as they continue the shift to become digital-first and look to replace revenues lost from the traditional cable consumer.

  • Please, Like, Don't Say 'I Think' Anymore -- Ya Know? in Online Spin on 07/28/2015

    In a world where we're all running a million miles an hour, it's incredible how little attention we pay to how we speak. Sadly, we've begun to lose the art of spoken language. I think the worst example of this trend is the increasing use of what some people call "lazy fillers" in speech.

  • What's The Next Lofty Goal For The Media Industry? in Online Spin on 07/22/2015

    Over the last few months, I've sat in multiple meetings with Fortune 100 brands discussing data and digital advertising. On multiple occasions I've heard brand execs explain how they're using digital as an increasingly important piece of their media mix, in some cases spending as much as 25%-30% of their budgets for digital. They detail how they're using search coupled with display, alongside video and in some cases incentive-based affiliate efforts. CPG brands are implementing digital-based shopper marketing. All of these line items are layered with data for targeting and personalization. These meetings are literally a dream come true for those of us who've been in the business for a loooooong time. It's something most of dreamed of having happen, and its finally taking place.

  • The Biggest Mall In The World Is In Your Pocket (If Your Eyes Work Well) in Online Spin on 07/15/2015

    How do you people do so much shopping on your phone? There are tons of stats out there that speak to the impact of mobile commerce, but it boggles my mind how many people are buying this way. The data tends to range from general shopping stats (I seem to recall a recent stat from somewhere saying 35% all commerce is done on a mobile device, but don't quote me) to other stats like Shopify recently stating more than 50% of its ecommerce traffic comes from mobile devices, with 40% coming from a phone. Is it me? Maybe my eyes are going bad (they are), but I simply can't fathom this kind of retail behavior.

  • The 'Year Of Mobile' Has Come And Gone in Online Spin on 07/08/2015

    For the last nine to 10 years, pundits proclaimed this (whatever year it was) was the "year of mobile." I'm here to tell you very clearly that the year of mobile has come and gone and most of us didn't even notice it. The fact is, mobile is no longer a stand-alone concept. "Cross-channel" is the new mobile, and companies solely focused on mobile as a vehicle are having a rough time.

  • Did You Hear The One About A Consulting Shop Winning A Media Agency AOR? in Online Spin on 07/01/2015

    A few weeks back, I wrote a column about the evolution of the agency business that resonated with many of you. Still, a key concept I proposed in the column seems to have been too subtle and sped past many of the folks who read it, so I decided to clarify that concept this week. Simply put, a big change is in the air as a result of all the media business currently in review. I predict one of the large consulting companies will win a media review, stealing the business away from the media agency holding companies and signaling a sea change in the landscape.

Comments by Cory All comments by Cory

  • 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.

  • Where Does The Time Go? by Cory Treffiletti (Online Spin on 03/13/2013)

    Sorry if that was not clear - i actually think Tumblr may fall off the list and something else entirely will come along.

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