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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

  • Journey From The Unknown To The Known  in Online Spin on 09/17/2014

    Marketers are not scientists or magicians, but they are quickly spearheading the journey from the unknown into the known. Let me explain.

  • Once Again, Digital Is Not A Department -- And Marketing Should Be Everywhere in Online Spin on 09/10/2014

    I recently wrote about how silly it is to embed a team of digitally focused folks in your marketing department, call it a team and expect results. The response was overwhelming to that article, which shocked me because I thought that idea was taken for granted. Well, if that topic resonated, let's take the thinking a few steps further. I could also argue that in today's customer-centric marketing environment, marketing can no longer be a stand-alone department, but needs to be integrated into every facet of the organization based on three lynchpins: audience, data and revenue.

  • Why Media People LOVE September in Online Spin on 09/02/2014

    "It's the most wonderful time of the year." That line from a popular holiday song is actually just as applicable in September as it is in December. Why? Because September through October represents possibly the greatest single stretch of the year for the media world!

  • The Ties That Bind: The CEO & CMO Relationship in Online Spin on 08/27/2014

    There are tons of articles written about the transformation of marketing due to data-driven platforms, customer-driven solutions and more. Many of these columns speak to challenges facing marketers such as a cluttered marketplace of solutions and infrastructure, but they all overlook one very important issue: without executive-level buy-in, none of these programs can succeed.

  • CMOs Should Be Responsible For Revenue, Too in Online Spin on 08/20/2014

    The most effective, and valuable CMOs of the future will also be responsible for revenue, including direct sales and channel sales. I challenge any CMO in the industry to defy that prediction.

  • Mobile Is A Meta-Channel -- That's Why It Will Solve Attribution Challenge in Online Spin on 08/13/2014

    If everyone has a mobile device, why is mobile marketing so difficult for marketers? Why are the companies tasked to deliver mobile marketing opportunities so challenged in the marketplace? The answer is surprisingly simple, as was recently stated very clearly by a colleague of mine, Jeff Frantz. Mobile is a "meta-channel," as he puts it -- exactly the right phrase and one I sincerely wish I had thought of first.

  • Bizo, Evolve, Thrillist: Why Publishing Businesses Are Not Dead in Online Spin on 08/06/2014

    LinkedIn recently acquired Bizo, and I have to say it was a great move for everyone involved. It's a marriage of two really strong companies who were destined to work together from day one.

  • Virtual Reality ROI? Virtually Nonexistent in Online Spin on 07/30/2014

    Are you ready for a world of virtual realities embedded with brands? Trust me - I'm not, either, but it seems ad world is getting ready (once again) to embrace the concept, even if consumers aren't.

  • A Different View Of The Customer Lifecycle in Online Spin on 07/23/2014

    The customer lifecycle is almost as hot a buzzword as "big data" -- but what exactly is a customer lifecycle? Is it really a circular journey? Is it linear?

  • Programmatic + Immersive TV Experiences in Online Spin on 07/16/2014

    As the ink dries on upfront deals, this is the time of year when we start talking about the ongoing impact of television for advertisers, but I wanted to take a slightly different approach. Rather than talk about the ongoing marriage of digital video with TV, I wanted to address what a fully integrated digital TV experience is starting to look like, and how that will change over the next three to five years.

Comments by Cory All comments by Cory

  • 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!!

  • Don't EVER Tell Me I Can't Do Something by Cory Treffiletti (Online Spin on 10/03/2012)

    I write blogs because i like them and because i like being the inspiration for someone else to shift their paradigm of thought. I didn't say that I can do everything myself! :-)

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