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.» 4 Comments
August is already nearly half gone, and we are inching our way to the traditional back-to-school season while clinging to the last gasps of summer fun. The parallel to digital media is not entirely obvious, but it has been a summer filled with all manner of change. Some of the changes are just bubbling up. They are already beginning to force all of us back to school; we've got a lot of learning to do! Herewith a compendium of summer activities bringing change our way -- some totally "inside baseball," to borrow a summer metaphor, and others less so.» 3 Comments
An attribution solution with funnel stage reporting helps marketers understand the complete purchase journey, whether it is entirely online or includes offline channels. These reports simplify the traditional AIDA purchase funnel definitions into three main stages: introducer, promoter and closer. The introducer aligns with the awareness stage; and the closer, the action stage. The promoter stage represents all the middle funnel activity such as interest, evaluation and consideration.» 1 Comments
When an organization engages in marketing attribution it knowingly or unknowingly makes the decision to build an enterprise marketing data warehouse within the database platform of its attribution provider of choice. Often this is the first time that such a repository is being created for the company's benefit, and the first time that most of the enterprise-level decisions/rules surrounding that data are being established. Though on the surface this may seem like a painful process, the most experienced attribution modeling providers have this process down to a streamlined, template-driven process that delivers great benefits to their clients beyond their attribution ...» 0 Comments
In the week leading up to the Facebook IPO, news broke that General Motors was pulling $10 million in display advertising from the world's largest social network due to poor performance. But after digging into the story a little deeper, one thing became clear: There seemed to be an issue with how GM was measuring its display advertising campaign performance.» 4 Comments
Making Measurement Make Sense (3MS) has provided principles and solutions to pressing issues of digital measurement standardization. The one that seems to get the most attention is the proposed move from served to viewable ad impressions. The other one that people talk about is GRPs. But the more traction 3MS gets, the more we hear and read a variety of imprecise, even inaccurate stories about what 3MS or the current stage of testing is about.» 1 Comments
A key finding of the recently published joint Forrester Consulting/IAB report, "Digital Attribution Comes of Age," was that "algorithmic attribution models are gaining acceptance, but some marketers remain skeptical." Specifically, the report states that algorithmic attribution's supporters say that it is "statistically principled, objective and unbiased," and that "data is setting the weights, not opinions." Meanwhile, detractors of the model say it is "difficult to explain," "opaque," and "subject to 'dangerous math' that can create misleading outcomes. Fortunately the algorithmic approach can be tested both in terms of the outcome and the causality assumptions.» 0 Comments
The most recent ARF Audience Measurement conference was titled "The Measurement Crisis." Crisis or not, there were real signs of discord in the industry -- primarily about digital ratings.» 2 Comments
Microsoft has announced its intentions to make "Do Not Track" a product default in the upcoming Internet Explorer. In case you haven't been following the story, this means that companies abiding by "Do Not Track" will no longer gather user-specific data from Internet Explorer -- which holds roughly 37% of the US browser market -- unless users explicitly opt in to have their data reported. The marketing community is obviously less than thrilled at the prospect of so much online data going dark, and have strongly urged Microsoft to reconsider.There's been plenty of time for some great thinking to emerge ...» 2 Comments
Last click, as a measure for the performance of digital media, was king for most of the Internet era. Now that its reign is over, the industry must work together to ensure a streamlined attribution ecosystem. The accurate valuation of media is essential to the health of the digital advertising marketplace, as is a more efficient media planning and buying process. Our industry has the chance to seize the great opportunity of this new era by facing its immense challenges now, in the early stages of its development.» 5 Comments
