Lori Dekker

Articles by Lori All articles by Lori

• The Trouble With CTR As A Campaign Metric in Metrics Insider on 12/30/2014
  

  Now I know lots of folks in the industry are bashing the CTR right now, and it may seem like a trendy issue to some. But the truth is, the mere discussion of the CTR's proper place in digital campaigns is a sign of health: a sign that our industry is growing more ambitious as to what it can achieve through digital advertising.

• How To Sell Programmatic To The C-Suite in Programmatic Insider on 08/04/2014
  

  If you're a marketer reading this article, there's a decent chance you already know that programmatic buying is a uniquely effective tool. The problem? Just because you get it doesn't mean the higher-ups do. So, how do you convince the C-suite that the company is missing out on programmatic? Well, you can start by remembering the fundamental lesson of programmatic advertising: You've got to target the right message to the right people. With that in mind, here are some helpful tips for convincing the leaders of your company to go pro(grammatic):

• It's Time For Marketers To Adopt A Programmatic Mindset in Programmatic Insider on 06/16/2014
  

  A few months back, the IAB and Winterberry Group made a splash when it released a report stating (among other things) that 85% of advertisers use programmatic strategies. By this light, one could assume that programmatic has reached prime time, with brands using it close to its full potential. Not so fast. Every day we work with marketers to launch their programmatic campaigns, and our experiences tell another story. Though programmatic clearly provides tangible insights, too many marketers are settling for mere reporting of campaign data. The two are hardly the same animals.

• The Trouble With CTR As A Campaign Metric in Metrics Insider on 04/08/2014
  

  I recently wrote an article discussing the trouble with legacy attribution models. I'd like to follow that up by talking about the trouble with the click-through rate (CTR) as a measurement of campaign success. Now I know lots of folks in the industry are bashing the CTR right now, and it may seem like a trendy issue to some. But the truth is, the mere discussion of the CTR's proper place in digital campaigns is a sign of health: a sign that our industry is growing more ambitious as to what it can achieve through digital advertising.

• The Trouble With Legacy Attribution In An RTB World  in Programmatic Insider on 02/13/2014
  

  Most attribution approaches are stuck in the past, based on metrics and goals that are legacy to the brand, an issue all ad-tech providers face when working with large corporations. So how should marketers attribute credit? I am an advocate for replacing legacy attribution models with ones that understand and reward all factors that contribute to campaign success, such as position-based attribution. This isn't futuristic stuff; brands are successfully using position-based attribution today by measuring view-through, a metric that tracks the role of ad sequencing and frequency.

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