• Using Advanced Measurement To Optimize The 4 Ps Of Marketing
    Recently, I was visiting with my nephew, a curious and entrepreneurial fourth grader. He'd just finished reading "The Lemonade War," a children's book that tells the story of a brother and sister who start rival lemonade stands during summer vacation. The book led him to ask me some questions about how larger organizations market their products. After giving it some thought, I realized the best way to answer his question might be to use a concept that marketers have been touting for years: the 4 Ps (promotion, price, place and product.) That got me thinking about how going back to ...
  • Yes, Creative and Data Can Be Friends
    Something strange happened at both the recent PeopleFront, as well as the PSFK conference. At the PeopleFront, focused on data-driven solutions, there was a discussion of the importance of the creative. PSFK, based on the importance of creative ideas, devoted the afternoon to big data, artificial intelligence, IBM's Watson, cognitive computing and analytical insights.
  • Unvarnished Truths About Viewability
    I just had the privilege of opening a fascinating session at the IAB Advertising Technology Marketplace. The following captures the opening address and adds some insights from the experts' discussion.
  • Bridging the Gap Between On- and Offline Marketing With CRM
    The advertising industry currently stands at the beginning of an era, where an immense amount of valuable offline data -- retailer, registration, mover -- is finally actionable for online targeting. The biggest impact will likely come from CRM data, which has provided marketers with an offline profile of their customers for generations.
  • For Best Results: Big Data, Meet Media Research
    I've been thinking a lot about the deployment of Big Data assets in the digital space. Clearly, it is one of the most profound developments in digital metrics -- and indeed, in our lives. The Internet of Things is already here; we can pay with our watches, and we've got Google thermostats. But in our space, I worry that there is too much emphasis placed on "Big Data," and not enough on "Good Data." Perhaps here the data scientist can learn from the media researcher.
  • Bots Change The Rules For CPMs More Than You Think
    The CPM has long been our default currency, within both the direct sale of yesteryear and today's programmatic marketplace. As a marketer, you habitually evaluate the base value of your media by the CPM. But you want to ensure your media spend is as efficient as possible, because you are spending dollars and impressions to actually reach your audience. Unfortunately, thanks to bots, the long-favored CPM is a polluted measure that keeps you from doing so. So, what's the wiser alternative? Let us consider the human CPM (hCPM): effectively, how much you spend to reach humans.
  • Measurement Tactics For Optimizing Your Programmatic Buys
    One of my clients recently told me that he's spending a big portion of his budget on programmatic media buys, but isn't seeing a lot of ROI. He then proceeded to ask, "What should I do differently?"
  • Media Measurement For The NEXT New Media
    Every new media age waxes nostalgic for the simpler media that came before, when it was (or seemed) so much easier to do business. TV felt that way about radio, the pioneers of the PC-based Internet felt that about TV (and maybe they still do), and I'd venture everyone confronting the "mobile-now" world longs for the simple days of measuring the PC-based Web. The question is, what's the media revolution that's going to make us pine for the simpler days of mobile?
  • Silver Linings Emerge From Dark Cloud Of Ad Fraud
    In the last year and a half, a good deal of light has been shed on the issue of fraud in the digital supply chain. Trade publications (including this one) and, notably, the Wall Street Journal have been reporting on the problem of non-human traffic (NHT) and fraud, raising awareness among publishers, agencies, and advertisers. At this point, it would be tough to blame advertisers for being skittish about their investments in the digital ecosystem. But maybe things aren't all that bad. In one study, four out of five campaigns tracked had less than 5% NHT.
  • The Smart Marketer's Alternative To Super-Sized Segments
    Even as marketers and agencies get comfortable with the necessity of data-driven marketing, there are lingering issues tied to our "bigness" obsession. On the ad tech supply side, we must decide continually how to solve large data engineering problems. At the same time, marketers must embrace the possibility of rich data without fixating on its complexity, obsessing over its bigness, or wandering into common mistakes that can steer one astray. For all of us, it comes down to simplifying the way we regard data in the first place and how we gauge consumer intent.
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