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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 Strategy for the Oracle Marketing 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

  • What You CAN'T Expect in 2015 in Online Spin on 12/17/2014

    This is the time of year when pundits make bold, attention-grabbing predictions about what you can look forward to in the coming year. These prognostications tend to be grandiose and pretty much identical, as if everybody attended the same panel at the most recent conference and agreed to write the same predictions. I thought I'd take a different "spin" on things. Rather than simply saying what I think might happen, I decided to predict what won't happen in 2015. So without further ado, here's what we won't see in 2015:

  • The Axis Of Marketing: Data + Content  in Online Spin on 12/09/2014

    Marketing today is radically different from the way it was just 10 years ago, because marketers today depend on two things that were never so important before: data and content. The old-school marketer focused on two traditional axes: the media and the message. In basic terms these refer to media buying and creative. I come from a media background, so trust me when I say it's painful that media has less importance in the world of today's marketing. What I'm observing is a sea change -- and if you can't stay on pace with change, then you tend to get passed by.

  • Behold The Middleware Stage Of Television in Online Spin on 12/03/2014

    The next five to 10 years are a transition period for television, and what lies at the end of this transition is pretty amazing for advertisers. Consider this period the "middleware" stage for TV.

  • The Ultimate Accountability For Marketing Is Sales in Online Spin on 11/26/2014

    For a very long time, marketers developed strategies to achieve marketing objectives like awareness, perception and efficiency. The pendulum shifted recently, with marketers now starting to take a more significant seat at the C-level table, realizing that marketing metrics are not necessarily as important as standard business metrics -- though marketing measures do provide a bridge to meet standard ones. And now the ultimate accountability for marketing is revenue and sales. Today's marketers understand addressability and accountability, and if they don't then they're destined to be replaced.

  • Bad Practices From The Front Lines Of Sales in Online Spin on 11/19/2014

    "It was the best of times, it was the worst of times" -- for salespeople. I should actually rephrase that to "they were the best of tactics, they were the worst of tactics," because there are some pretty poor tactics employed by salespeople these days, which is funny given all the tools and insights available to them.

  • ABCs Of The Retailer's Q4 Customer Journey: Coffee Is For Closers  in Online Spin on 11/12/2014

    There are two movies I, and probably most people around my age, quote when referring to marketing and sales: "Glengarry Glen Ross" and "Boiler Room." "Glengarry" gets quoted more often, so I decided to focus on only one analogy from that movie to discuss the marketer's role in this retail-heavy period of the year. The ultimate rule of "Glengarry" is A-B-C: Always Be Closing.

  • What Are Your (Customer) Priorities? in Online Spin on 11/05/2014

    Remember back in high school, when you got in trouble and they sent you to chat with your guidance counselor? One of the first questions was always, "What are your priorities?" It's still a very valid question when applied to the world of start-ups.

  • What Makes A Strategy (And A Strategist)? in Online Spin on 10/29/2014

    I was asked this question a few weeks back: "What can one do to become a strategist?" That's a great question, one that requires you to do two things. First off, you have to understand what strategy is. Second, you have to put yourself in a position to be strategic.

  • Are You Genuine? (Sales & Marketing Leaders Should Be) in Online Spin on 10/22/2014

    In marketing, sales, the agency business and leadership, being genuine and authentic is a requirement. When you don't have those qualities, your audience and colleagues can smell it a mile away.

  • Does Dirty Data Detract From Your Day?  in Online Spin on 10/15/2014

    How much time do you spend with dirty data? Are you even thinking about the time lost trying to clean it up? What would you do if you could have spotless data in real time?

Comments by Cory All comments by Cory

  • 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.

  • Sorry, I Don't See The Web Going 'Native' Anytime Soon by Cory Treffiletti (Online Spin on 12/05/2012)

    I rarely actually respond to my responses, but this is a hot topic so i feel i have to. I appreciate everyone voicing their opinion, but the defense that i keep seeing is that Facebook and Twitter are considered native and that just bolsters my opinion. Facebook and Twitter and single use ad placements, meaning what you do with them only works with them. You can generate reach their, but ti be a successful brand you have to reach your consumer in other ways, not just on Twitter or Facebook. Plus, lets be honest, not everyone is on Twitter and Facebook. Younger audience do not use Facebook and more aged audiences do not use Twitter. Now using these platforms as a component of your mix is smart, and i state that in the article They are just not the only place to run your marketing. That being said - i love a good debate and i REALLY appreciate you all bringing your points of view to me. It helps me to se other sides of the discussion. Thank you!!

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