Results for June 2013
  • In Defense Of Attribution
    Earlier in the day at OMMA Social, "attribution" -- the marketing model that attempts to attribute sales to multiple touch-points rather than the last ad a consumer clicks or views -- got a whipping. A few hours later, Chris Knoch, VP of Strategic Solutions at IgnitionOne -- which happens to specialize in attribution -- is trying to set the record straight. "Attribution is huge," insists Knoch. "I think people want to kill it because it's getting more complicated." Exclaimed Knoch: "If you're still doing last click attribution, you are light years behind!"
  • In Defense Of Attribution
    Earlier in the day at OMMA Social, "attribution" -- the marketing model that attempts to attribute sales to multiple touch-points rather than the last ad a consumer clicks or views -- got a whipping. A few hours later, Chris Knoch, VP of Strategic Solutions at IgnitionOne -- which happens to specialize in attribution -- is trying to set the record straight. "Attribution is huge," insists Knoch. "I think people want to kill it because it's getting more complicated." Exclaimed Knoch: "If you're still doing last click attribution, you are light years behind!"
  • How To Inspire The Troops To Break Down Silos?
    How about this for a leader to try to inspire troops to break down silos? A succinct rallying call rife with meaning: "Marketing is a team sport."
  • Big Data Looks To Be Getting Seat At Table
    Paul Barrett, Senior Manager - Big Data, Accenture Interactive, says CMOs are searching for quantifiable information, which has helped big data get a more prominent seat at the table. Social media monitoring and influencing people outside the company has gotten attention. Also, the quest for optimization has changed some viewpoints.
  • Accenture's Barrett: CMOs Grapple WIth Disruptive Technologies
    Day 3 of the MediaPost Brand Marketers Summit is underway with a presentation by Paul Barrett, Senior Manager - Big Data, Accenture Interactive. Barrett, who works in a practice around the CMO agenda, says that issue is being disrupted by technology, partly because of the data explosion.
  • Is Barclays An Ad Agency?
    Barclays is more than just a banking and financial services brand -- It's an agency, suggests Laura DeGraff, director of marketing for Barclaycard. "We function as a brand as well as an agency," DeGraff told attendees of MediaPost's Brand Marketers Summit on Friday, noting that the company's payment business works with about 40 brands. Like any agency worth its salt, Barclaycard has been building up its emerging marketing expertise. "We work with outside agencies, too, which act as an extension of our digital department," DeGraff said. Yet, "Day-to-day is managed internally."
  • Cramer-Krasselt's Smith Says Integrated Agency Model Has Runway
    At the MediaPost Brand Marketers Summit, Cramer-Krasselt executive Lori Laurent Smith said she moved to the agency from larger holding company entities because she wanted an independent shop that has more integrated offerings. Also, in holding companies, there can be pressures to use specific vendors in, say, the data space as well as put certain executives in front of clients.
  • What Cisco Makes Of Its Cookies
    Every night, Cisco Systems calculates 5 million cookies that have been placed on consumers' computers. So said Paula Wang, senior manager of marketing platforms at Cisco, as she waded into the company's data strategy. "We can do a lot of fun things with that," Wang said regarding the cookie data. There are surefire ways to know whether consumers are in the market for certain products and services, Wang said. "If consumers are looking at price comparison charts... you know!" That's how the company quantifies what it calls "engagement scoring," Wang added. "We do in-campaign engagement scoring." How does Cisco proceed ...
  • Cisco Uses Cookie-Based Scoring
    Cisco executive Paula Wang says the company has been doing content marketing for a long time, but with the boom in data-driven marketing the skill sets needed to be an effective marketer have changed. Creative expertise is crucial, but there's a need to "equip oursleves with analytical skills."
  • Cisco Looking For $1 Billion In Qualified Sales Leads
    Cisco's Paula Wang says a 360-degreee view of the customer is a goal. Social media is helping gain some knowledge there and the company is working to capture potential leads through social channels.
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