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Cory Treffiletti

Member since February 2002Contact Cory

Cory has been a thought leader, executive and business driver in the digital media landscape since 1994. Cory is currently Vice President of Marketing for the Oracle Data Cloud, following the acquisition of BlueKai and his previous role as SVP of Marketing. Cory has authored a weekly column on digital media, advertising and marketing since 2000 for Mediapost's Online Spin. Cory spent many years primarily on the agency services side of the business as a successful executive, media expert and/or founding team member for a number of companies. Cory was part of the initial team and VP Client & Media Services for i-Traffic (acquired by Omnicom), VP Media Services for Freestyle Interactive (acquired by Aegis/Carat), SVP Managing Director for Carat Fusion (Interactive), VP Media for Real Branding (acquired by Schawk) and President of Catalyst S+F. In the start-up media space his experience includes Director of Marketing for IUMA, the Internet Underground Music Archive (acquired by eMusic), Chief Marketing Officer for Sharkle (acquired by ViTrue, then Oracle), Co-Founder of Republic Project (acquired by DG/MediaMind) and Co-Founder of The Virtual Fan Network. Cory is a graduate of the Newhouse School for Public Communications at Syracuse University and is also the author of "Internet Ad Pioneers" (available on Amazon.com).

Articles by Cory All articles by Cory

  • State Of The App: Starbucks Vs. Peet's Coffee & Tea in Media Insider on 08/16/2017

    A tale of two coffee shops and their respective mobile experiences. One is a literal business school case study in how to do it, while the other is slightly less so.

  • Identity Is Not A Strategy in Media Insider on 08/09/2017

    Many companies in data and analytics are hanging their hats on identity and the promise of connecting people across multiple platforms in an effort to further deliver "people-based marketing," which might be the buzziest buzzword of 2018. The core concept is solid, but identity connection is at best one area of tactical requirement to implement a true strategic effort. A strategy for people-based marketing requires scale in recognizing the people you are trying to identify, accuracy across all the channels where your audience might be, and integrations to activate that audience.

  • Is Attribution Like Religion? in Media Insider on 08/02/2017

    What do you believe? Analytics and attribution in advertising are similar to religion. You have to believe in one approach based on the result of how it makes you feel, and you stick with it for a long time. Maybe somewhere along the way you make a switch, but not without much consternation and debate. For an attribution model to work, you have to have faith.

  • Let's Make Marketing Simple(r) in Media Insider on 07/26/2017

    Marketing at its most atomic level is very simple - but we tend to overlook the simplicity and create complication that bogs us down. I understand why we do this, but I wish we could find a way NOT to do it.

  • Is Programmatic Ruining Advertising? in Media Insider on 07/19/2017

    Programmatic has been the trend over the last five years or so, but is it possible that we may see a backlash against it in the next two years? Programmatic is certainly not going away, but I do think marketers are starting to smell it for what it really is. It's a cost-saving strategy, which attempts to create the same ROI for a fraction of the cost when compared to more "traditional" forms of advertising.

  • New Players, Same Old Problems --- But At Scale in Media Insider on 07/12/2017

    Have you been reading the trade press lately? Have you noticed some new names and faces being discussed? I have, and I find it interesting to finally see some diversity in the companies getting talked about - which also signals the continued maturity of the digital and data-driven marketing space.

  • Your Summer Recap Of What Data Makes Possible in Media Insider on 07/05/2017

    Are you tired of talking about data? Then let's try talking about use cases - what data makes possible. Data is not the end result - it is simply a means to an end. Data is also a highly overwhelming concept because it's intangible. So let's make it tangible. Consider this your summer primer on what data can do for you.

  • Ready, Shoot, Aim: Sometimes, You Have To Operate This Way in Media Insider on 06/28/2017

    How much of your advertising campaign is strategic vs. impulsive? What balance do you strike between thinking things through from the outset and implementing a plan with a longer-term vision, versus optimization and being reactive to reporting, metrics and what's going on around you? If I were to offer up a poll, I'd probably see 90% of you saying you were strategic and implementing a long-term vision. But in reality, I can safely assume that at best, 50% of your campaigns are strategically planned and not reactive to what's going on around you.

  • 'I Read The News Today, Oh Boy' in Media Insider on 06/20/2017

    A lot has been written about the role that advertising should play in supporting or not supporting fake news. I err on the side that advertising does have a responsibility to only support credible sources and true, authentic, genuine content. Unfortunately, I am not responsible for all ad dollars on a global scale.

  • A Message For The Vocal Minority In Marketing in Media Insider on 06/14/2017

    As an industry, we need to focus on the voices of the people who have the most leverage, who have the budgets and who are responsible for creating brand engagement with the consumer. These are the folks whose opinions matter the most, but unfortunately these are the people who speak and write the least in industry forums. How do you get these people to drive the conversation in the most appropriate direction?

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