Category archive for: Data-Driven Marketing

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

Getting Closer to Your Customers

January 10, 2014 | 1 Comment

Me: Siri, are you “Her”? Siri: No, but nobody could know you better than I do. Kudos to Spike Jonez and Apple for nailing the zeitgeist of 2014. Consider a recent survey called The Rise of the Customer-Led Economy, in which The Economist asked CEOs, “In which of the following ‘value disciplines’ does your organization… Read More

Digital Marketing Agencies Promise Business Transformation

December 12, 2013 | 0 Comments

 Is digital marketing leading the digital business revolution, or is it just making the most noise? In support of the former, consider Gartner’s recently-released Magic Quadrant for Digital Marketing Agencies (access it free here). Here we find a gallery of impressive companies, from a wide variety of backgrounds, whose market leaders are distinguished by their… Read More

Campaigns vs. Content Marketing: A Relationship View

December 10, 2013 | 1 Comment

Last week my colleague Jake Sorofman wrote of The End of the Marketing Campaign, a view that I’ve since heard echoed in a few places. Here’s another perspective. I think it’s clear that digital is changing the nature of almost every stalwart of traditional marketing. At the same time the time-honored objectives and language of… Read More

Real-Time Marketing Gone Wild

October 25, 2013 | 2 Comments

One thing about a real-time marketing: it’s a lot more entertaining than the canned stuff. Who doesn’t enjoy watching a venerable brand get mauled by the Twittersphere trying to hijack some news story or social buzz?  These days, even a flop affords the opportunity to boost engagement with a heartfelt mea culpa. RTM’s Vaudeville nature… Read More