• Hey, What About Metrics For Brand Marketers?
    Recently, I was talking to the CMO of a large brand who expressed his frustration with the current state of brand marketing measurement. He wants to prove that his brand marketing dollars are having an impact, but believes that traditional tools and methodologies lack the ability to do so with the accountability his company demands.
  • Going Beyond Viewability
    On Sept. 11, the 4As hosted a Town Hall on digital measurement, the centerpiece of which was the latest from the Making Measurement Make Sense (3MS) initiative. The MRC presented an update on measurement standardization and covered viewability and beyond, all in keeping with the steps put forth by 3MS. The market is adapting and adopting the new standard and looking forward to what its institutionalization can bring. What had once seemed like confusion over "opportunity to see" and the precise rationale for the viewable impression standard just a short time ago was conspicuously absent at this gathering.
  • Embrace Organizational Change To Adopt New Marketing Technology
    Getting an entire marketing organization to adopt a new technology or methodology and incorporate it into their day-to-day is hard. Here are a few change management tips for success that have worked for other organizations:
  • Programmatic Pain Points And The Measurement Cure-All
    Last week AdExchanger put out a research report on "The State of Programmatic Selling, 2015." What interested me in particular were the pain points that have emerged in the programmatic space, and the extent to which measurement can remedy this pain (or, conversely, the extent to which absence of measurement may be a source of pain).
  • Building The Orchestra And Conducting The Symphony
    In 2014, the IAB released a whitepaper entitled "Defining and Measuring Digital Ad Engagement in a Cross-Platform World." The paper was published under the auspices of the cross-ecosystem initiative Making Measurement Make Sense (3MS) and developed by a group of agency and publishing executives, with review by marketing executives. 3MS has become almost synonymous with viewability. That notion is incorrect. 3MS is, in fact, more than just viewability. It is a robust program that advocates for digital media measurement transformation and proposes solutions.
  • Building A Single Currency For Marketing Measurement
    Though recently there has been criticism of the single-currency model, a single currency drives standardized measurement across your company. Standardized and accurate measurement drive more effective optimization. And effective optimization helps you buy the right media to give you the best returns for your marketing spend.
  • Rethinking The Single Currency Model
    One of the long-standing assumptions in audience measurement has been the notion of currency - and more to the point, of a single currency. I learned about the one-currency model in a very real way working at Arbitron in the '80s and '90s. We won one single-currency battle: spot radio measurement, where we competed with Birch Radio. And we lost one: spot TV, where we competed with Nielsen. But I'd like to offer a radical opinion. In the digital age, multiple transactional media currencies can, do, and will continue to exist. Indeed, they need to exist.
  • It Takes More Than Just Data
    The spring season of industry conferences, upfronts and Newfronts is starting to become a distant memory as we run headlong into summer. This year, many of the issues and themes that recur every year were back again. But this year, perhaps more than ever, there's a sense that real change is upon us. Measurement, metrics and data have never been more important - nor more in the spotlight.
  • Data Saves The CMO
    On average, most CMOs hold that job for less than two years.. Ever wonder why? A major contributing factor is the lack of fact-based decision-making. Organizations of all sizes, all around the world, are coming to realize that without data at the core of their operational decisions, they are left at the hands of intuitive decision-making. That's why I'm stating now, definitively: Data will save the CMO.
  • Running In Circles with Your Marketing? You Should Be
    While most people try to avoid running in circles, marketers are always striving for it. They are on a never-ending quest to sustain a true closed-loop marketing strategy, which isn't as easy as "rinse and repeat" if you don't have the right technology and practices in place to seamlessly connect one phase to the next. Establishing an ongoing cycle of measurement, optimization and activation is key to maximizing your marketing efforts. Finally, you will not only know which half of your marketing budget is wasted, but you'll also know where to reallocate that budget to boost performance and maximize return.
« Previous Entries