• Overcoming Retargeting Challenges Through Predictive Segmentation
    In preparation for the holidays, I recently took a trip to a local electronics store to buy a gift for my son. While I have visited the store frequently in the past to browse their selection, I had yet to make a purchase. As I walked through the entrance, I was approached by an employee who was passing out coupons for a discount off their hottest item -- coincidentally, the item I came to purchase. As I considered this offline remarketing tactic, it got me thinking about its online equivalent, which we all know as retargeting. Retargeting platforms serve specific ...
  • Better Understand Customers Through Smart Technologies, Predictive Analysis
    Marketing, in its purest form, tells a story -- ideally, a good story. However, the reception of the story, similar to the reception of a marketing campaign, can be highly subjective. A nail-biting account of the sudden death, come-from-behind win of the Super Bowl underdog will likely command a better reaction, and have a higher degree of engagement, when delivered at a sports bar than shared at a bridge club meeting. The customer response to marketing efforts, similar to the response to fairy tales and sports stories, can fluctuate greatly depending on the audience.
  • Glitches: An Open Letter to Nielsen & Network & Agency Research Departments
    Regarding the latest "technical glitch" affecting Nielsen's TV ratings, it would be useful and advantageous to have anticipated it before it happened. Next time, you can. We believe Nielsen is generally good, but every company makes mistakes -- and Nielsen is no different.
  • Fuzzy Logic: Not All Data is Created Equal
    At all of the recent industry conferences, one unifying theme stood out: data obsession is part of a winning strategy. Marketers are now using data to inform every level of their decision-making. And that's great. But not all data is created equal.
  • How Data Will Do To TV What the Internet Did To Computing
    TV advertising has lagged behind cutting-edge advancements in digital and social media, but that's quickly changing. And data is the driver behind the oncoming shift in television. The question is, what does this all mean for today's TV networks, MVPDs and advertisers? Here are a few lessons we can draw from the transformations brought by the Internet
  • How Advanced Connectivity Will Revolutionize Measurement & Optimization
    We're entering a new era in which ordinary objects can be connected to the Internet using sensors and controllers. Such advanced connectivity, often referred to by the buzz phrase "Internet of Things," is reshaping the way consumers interact with brands, and vice versa.So how will advanced connectivity impact marketing measurement and optimization?
  • Using A Technology Tool To Harvest Data
    Consumers generate an enormous amount of transaction and interaction data when they research, buy, and discuss products and services. The challenge, however, is that approximately 80% of this data is "unstructured," which is data that can't be easily analyzed via traditional and established methods. Digital ad agencies are giving Hadoop, a free technology tool, a starring role in this scenario, since it can be used to capture and analyze this mountain of information by ingesting data from a multitude of sources, such as Web clickstream, video, social media and transactional systems
  • Velocity: The Underused Metric
    As marketers look to extract the most useful insight from their data to enhance targeting and campaign performance, there's an under-leveraged metric that they should consider: velocity. Recency and frequency have been important targeting levers for digital marketers for quite some time. Frequency is a good indication of general interest, and recency indicates that someone is in the buying cycle. But velocity goes one step farther, letting you drill down deeper to gauge the shifts in a prospect's interest level.
  • Divining Media's Future From Ad Investments Made Today
    Wall Street investors call it "momentum investing": the strategy of placing bets on trends already taking shape, in the assumption that those trends are likely to continue and influence events moving forward. It's a concept that could help divine the direction of media and advertising. Current ad expenditure trends serve as a valid basis in applying "momentum investing" theory to media. Ad money being spent today will undoubtedly influence what is likely to occur moving forward. So using the most recent full year data on U.S. ad expenditure from Kantar Media, what does the concept of "momentum investing" suggest about ...
  • Holiday Strategies: Optimize Black Friday Sales To Stay Firmly In The Black
    The two highest grossing in-store and online shopping days of the year are just around the corner. Last year, Black Friday and Cyber Monday wrapped up with record online sales, supported by strong growth in mobile use by consumers. Going into 2014, these critical selling days can make or break a brand's financial performance for the entire year. However, consumers behave differently during the Black Friday-Cyber Monday period than they do at other times of the year. So how can marketers use the latest metrics to adapt to this changing behavior?
« Previous Entries