• A Different View Of The Customer Lifecycle
    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?
  • Speed-Dating Is The Tinder Of Innovation
    For some reason, the industry has embraced an ephemeral speed-dating approach that is more akin to #DTF than eHarmony. Brands are putting out APBs for startups, corralling a cacophony of Dog the Bounty Hunters to scrape the bottom of the barrel in order to compete for a low-cost ransom. Pitch nights become meat markets, and speed dating becomes one-night stands, when in reality, each and every startup on show is -- and should be looked at as -- a potential soul mate.
  • How To Measure True Sponsorship Value (A Framework)
    "That was fantastic. Let's do it again -- but bigger!" says the marketer in an after-action review or post-buy meeting. I cringe when I hear those words, since those are two decisions made right there. Apparently we are going to do "it" again, and doing "it" bigger will beat the results from the previous time we did "it." Why is there no consideration for "Let's do it again, but smaller," or "Let's not do it again" in the discussion? Even if "it" was deemed a success, "again" should never be the default.
  • The Most Important Thing You Can Do Is Watch This Movie
    Perhaps, like me, you were heartbroken at the news of Aaron Swartz' death early last year. The 26-year-old Swartz was the co-founder of Reddit; critical to the creation of W3C, RSS, Markdown, and Creative Commons; and behind the public outcry that ultimately led to the defeat of SOPA and PIPA. He was also the subject of a federal investigation for downloading academic journal articles from JSTOR, a prosecution that carried a maximum penalty of $1 million and 35 years in prison. In January 2013, he succumbed to the pressure of the prosecution and hanged himself in his Brooklyn apartment.
  • What Does All This Media Biz Consolidation Mean?
    Mega-mergers have been the talk of the media industry for the past year. It started with the biggest video programming distributors in the U.S., Comcast and Time Warner Cable, then AT&T and DirecTV, and we've had lots of additional dancing among folks like Charter, Dish, Sprint and T-Mobile. Two consistent rationales have been driving the deals. First, the perceived need to gain scale to support massive anticipated growth of on-demand video usage across multiple digital devices. Second, the perceived need for leverage to push back on content owners and their desire for higher pricing.
  • Programmatic + Immersive TV Experiences
    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.
  • Don't Pack Up the Social War Room Just Yet
    The term "war room" has entered the lexicon for social media marketers surrounding any and every large event that falls under the nation's spotlight. These large events come and go. The war rooms follow. The games in Brazil end, and social media managers return to their desks and traditional workdays. While I appreciate the overwhelming sigh of relief that marketers experience when they're able to put down the 24/7 radar and pick up the monthly content calendar, I see no reason to ever fully deflate the so-called "war room." That being said, we can build a better one.
  • World Cup 2014: A Marketer's Epilogue
    So that was FIFA World Cup 2014. Gary Lineker, former striker for England and current BBC presenter, was again proven right when he said: "Football is a game with two teams of 11 players, and in the end Germany wins." So in good event tradition, let me recap with a few trophies:
  • Should You Be Outraged By Facebook?
    Some days it's hard to know what to be outraged by. Take, for example, Facebook's now-infamous manipulation of 700,000 users' News Feeds. What say you? Outrage or no? If you are outraged, are you more or less outraged than you were by the Hobby Lobby decision? By the bridge collapse in Brazil? By the current situation in Gaza?
  • Do We Really Know What CPM Stands For?
    We all know CPM stands for "cost per thousand." And you might think it's "cost per thousand impressions." Nope. It's just "cost per thousand." And it's sort of fitting that it doesn't actually imply a cost per thousand of what. You don't know what the hell it is, because you don't know what the hell you're getting. Even if you are talking about impressions.
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