63 results
  • Ad Fraud Isn't Only Fraud That Should Concern You
    Ad fraud is a hot topic for marketers right now. But there's another type of fraud they should be concerned about: attribution fraud. ...
  • TV GRPs: You've Had Good Run, But It's Time For New Currency
    TV has drastically evolved over the past 15 years now that viewers have more choices than ever, with hundreds of channels offered by cable providers, online video, streaming services, on-demand ...
  • Advanced Measurement: Not Just For Enterprise Brands Anymore
    Historically, most marketers have assumed that only companies with significant marketing budgets could afford moving to an advanced measurement approach without taking a hit to their bottom line. But that's ...
  • Responsible Measurement: Protect Your Customers And Your Brand
    Marketers don't want their brand to be the first that comes to mind when consumers think of "those companies that follow me around the Internet." Fortunately, there are several steps ...
  • Updating Your TV Attribution: Where's the Beef?
    Impressions and rating points are good indicators of how many people saw your TV ad, but how does it influence individual consumer behavior? Consumers take action online in response to ...
  • 5 Emerging Marketing Trends That Require Advanced Measurement
    The Internet of Things is driving rapid change in consumer behavior and content consumption, including advertising consumption. According to a recent study conducted by Adobe, the average U.S. adult uses ...
  • Responsible Measurement: Protect Your Customers And Your Brand
    Marketers don't want their brand to be the first that comes to mind when consumers think of "those companies that follow me around the Internet." Fortunately, there are several steps ...
  • How To Measure The Impact Of Holiday Promos
    Although this is a critical time of year for marketers in many industries, retailers face a unique set of challenges when it comes to holiday metrics. ...
  • TV Attribution: Where's the Beef?!
    Impressions and rating points are good indicators of how many people saw your TV ad, but how does it influence individual consumer behavior? Consumers take action online in response to ...
  • Hey, What About Metrics For Brand Marketers?
    Recently, I was talking to the CMO of a large brand who expressed his frustration with the current state of brand marketing measurement. He wants to prove that his brand ...
  • Embrace Organizational Change To Adopt New Marketing Technology
    Getting an entire marketing organization to adopt a new technology or methodology and incorporate it into their day-to-day is hard. Here are a few change management tips for success that ...
  • Building A Single Currency For Marketing Measurement
    Though recently there has been criticism of the single-currency model, a single currency drives standardized measurement across your company. Standardized and accurate measurement drive more effective optimization. And effective optimization ...
  • Running In Circles with Your Marketing? You Should Be
    While most people try to avoid running in circles, marketers are always striving for it. They are on a never-ending quest to sustain a true closed-loop marketing strategy, which isn't ...
  • 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 ...
  • 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 ...
  • Ad Effectiveness: Why Retargeting Metrics Aren't Telling the Whole Story
    This measurement scenario gets trickier when retargeting comes into play. While retargeting sounds like a winning strategy, there are certainly challenges associated with it. If marketers rely on last-touch measurement, ...
  • How To Avoid Snake Oil In Measurement Solutions
    On a recent business trip in New York, I came upon a street vendor selling bottles of what he touted as a cure-all for just about any ailment, from sore ...
  • Why Marketers Should Ditch Correlation (Even When It's Raining)
    During a recent business trip to San Francisco, I struck up a conversation with my Uber driver: sports, weather and the standard "how's business?" He said it fluctuates greatly, a ...
  • A New Year's Resolution: Take Action On Insights
    How many times have you declared on Jan. 1 to lose weight and never followed through? After stepping on the scale and seeing the number, you immediately set a weight ...
  • 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 ...
  • 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 ...
  • 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, ...
  • Digital Onboarding Of Offline Conversions: Providing Insight Into The Customer Journey
    It's a common misconception among brand marketers that conversions that take place offline are inherently "untrackable." It's true that marketers have historically been challenged in their attempts to correlate online ...
  • Panda 4.0: Winners, Losers, Impact On Marketing Measurement
    Ultimately, Google's goal with the Panda update is to ensure that consumers are pointed to the highest quality Web pages possible. But for all its good intentions, there have been ...
  • Cross-Device Measurement: New Rules Of The Road
    From mobile phones and tablets to laptops and desktops, today's consumers are using an ever-increasing number of devices to access the Web, search for information, make purchases, and more. In ...
  • Digitization Of Media Requires New Ways To Measure Marketing's Worth
    For marketers, the shift to digitization has significantly altered the media planning and buying process. Traditionally, marketers would plan and buy their TV/offline advertising up to a year in advance. ...
  • Marketing Measurement And Consumer Privacy
    Marketers can derive actionable insight by tracking customer journeys to conversion, both online and offline. But that doesn't mean they need to violate consumer privacy in the process. ...
  • The Future of Online Publishers: Three Key Trends
    Last month, a spotlight presentation at the iMedia Brand Summit highlighted a programmatic success story, which got me thinking about the future of online publishers. New measurement techniques and technologies ...
  • Fighting Online Ad Fraud With More Sophisticated Metrics
    While most marketers are familiar with the concept of online advertising fraud, the conversation spiked recently with an article in The Atlantic, "Welcome to the Internet of Thingies: 61.5% of ...
  • 2014: The Year of Marketing Accountability
    The precision with which multichannel marketing performance can now be measured is unprecedented. As CEOs and CFOs continue to demand improved ROI accountability from marketers, adopting more advanced measurement techniques ...