In a recent column, we discussed the impact of bots on CPMs. But where bots really become problematic is in their impact on CTRs. Even though our industry has matured beyond our focus on the CTR to measure performance, and we generally apply more advanced metrics, the CTR remains a key factor in our success equation. So, the CTR must remain pure.
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 and sister who start rival lemonade stands during summer vacation. The book led him to ask me some questions about how larger organizations market their products. After giving it some thought, I realized the best way to answer his question might be to use a concept that marketers have been touting for years: the 4 Ps (promotion, price, place and product.) That got me thinking about how going back to …
Something strange happened at both the recent PeopleFront, as well as the PSFK conference. At the PeopleFront, focused on data-driven solutions, there was a discussion of the importance of the creative. PSFK, based on the importance of creative ideas, devoted the afternoon to big data, artificial intelligence, IBM's Watson, cognitive computing and analytical insights.
I just had the privilege of opening a fascinating session at the IAB Advertising Technology Marketplace. The following captures the opening address and adds some insights from the experts' discussion.
The advertising industry currently stands at the beginning of an era, where an immense amount of valuable offline data -- retailer, registration, mover -- is finally actionable for online targeting. The biggest impact will likely come from CRM data, which has provided marketers with an offline profile of their customers for generations.
I've been thinking a lot about the deployment of Big Data assets in the digital space. Clearly, it is one of the most profound developments in digital metrics -- and indeed, in our lives. The Internet of Things is already here; we can pay with our watches, and we've got Google thermostats. But in our space, I worry that there is too much emphasis placed on "Big Data," and not enough on "Good Data." Perhaps here the data scientist can learn from the media researcher.
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