Category archive for: Data-Driven Marketing

The Personification of Digital Marketing

March 20, 2015 | 1 Comment

Digital marketing has been a wellspring of new and re-purposed vocabulary. From “1st-party data” through “engagement,” and “programmatic” to “verification” this industry has not been shy about injecting words with new meanings. But over the past few months it’s become clear to me that there’s a broad category of practices at the center of digital… Read More

Marketing Analysts are Scoring our Future

February 13, 2015 | 0 Comments

Like many technical topics in the “big data” realm, marketing analytics is very exciting for insiders, but for most people it probably sounds like just another over-hyped, invasive way to sell a little more mouthwash. But I’d like to argue it’s actually one of the most under-hyped topics around. Its relative, privacy, certainly gets plenty… Read More

More Predictions for 2015

January 2, 2015 | 1 Comment

The dawn of a new year is a traditional time for predictions. Gartner published many back in November, including these from the Marketing Leaders team (subscription required), but not all of our predictions made it into our reports. For one thing, the ones we published looked at longer horizon than just the coming year. They… Read More

Oracle and Datalogix Make Strange Bedfellows

December 23, 2014 | 1 Comment

If anyone had any doubts about the seriousness of Oracle’s intention to be leader in digital marketing solutions, its decision to buy Datalogix should erase all skepticism. (Announcement here.) Most industry watchers predicted that Datalogix, a leader in tying offline consumer purchase data to online identity and behavior, was about to be acquired by Nielson… Read More

What We Can Learn from Google Contributor

November 21, 2014 | 0 Comments

At first it might seem counterintuitive: a company that makes 90% of its revenue – about $54 billion a year – from advertising offering consumers a way to block its ads. On closer inspection though, the Google Contributor is genius, and likely to be full of insightful discoveries for marketers and publishers. First, it’s undoubtedly engineered… Read More

I Know What You’ll Do Next Summer: Why Marketers Must Embrace Predictive Analytics

October 2, 2014 | 0 Comments

We’ve all met a few: the master sales person. Armed with the same product and the same audience, these people outsell their peers by orders of magnitude. Clearly, personality and looks are a factor: they appear more trustworthy, more credible and forthright. But there’s something else. They’re also experts at reading a prospect’s signals –… Read More

Facebook Goes Programmatic and Other Tales from Ad Week

September 30, 2014 | 0 Comments

If you missed it, Facebook’s relaunch of Atlas, the ad server it bought from Microsoft last year, is big news. It will enable marketers to apply the targeting capabilities they use in their Facebook campaigns to advertising across devices and publishers. By applying Facebook’s ubiquitous identity system and its wealth of user data to the… Read More

As Social Media Matures, It Reveals Its Dominant Media Genes

July 7, 2014 | 1 Comment

Have you noticed that the voices of social network utopianism are quieter lately?  Facebook’s secret mood experiment didn’t help the idealist view – nor did COO Sheryl Sandberg’s apologetic acknowledgement that Facebook’s actions were merely “poorly communicated.” But I think it would be a mistake to read this as simply another in a long line… Read More

60 Minutes Takes On Data Brokers

March 11, 2014 | 4 Comments

Steve Kroft’s segment on CBS’s March 9 installment of 60 Minutes, “The Data Brokers: Selling your personal information,” was a noteworthy chapter in the escalating confrontation between the data-driven marketing industry and popular press initiatives to expose the alarming aspects of our emerging surveillance society.  (Also see the Direct Marketing Association’s response.) The introduction framed… Read More

The Story of Ad Tech

February 26, 2014 | 0 Comments

The announcement of Oracle’s acquisition of BlueKai brought me to the realization that the story of ad tech, and how it went from antagonist to ally of the software megavendors, is not so well known outside the insider’s clique. This has created some challenges in interpreting this event. So here it is – my take,… Read More