Gartner Blog Network

Tag: 'digital-marketing' Blog Posts

from the Gartner Blog Network

The 18th Century Cleric Who Invented Ad Tech

by Martin Kihn  |  October 25, 2016

Brian O'Kelley had a problem. The 25 year-old Princeton grad was parked at a Silicon Alley startup called Right Media, run by two refugees from DoubleClick. This was when digital...

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Mobile Drives Google to Split the Search Index

by Mike Mcguire  |  October 21, 2016

The Google Index. You know, the crown jewel of google. The very thing Google uses to represent the information housed in the World Wide Web, connecting consumers to whatever they...

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Enable Considered Purchases Through Digital Commerce

by Jennifer Polk  |  October 14, 2016

I bought a car online. There were parts of this digital commerce experience that were good, bad and ugly, but it was possible, which I appreciated as a consumer and a...

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Cross-Device Identity: A Data Scientist Speaks

by Martin Kihn  |  October 13, 2016

Trying to determine a person's digital "identity" over time across devices is the mission of the moment. Every ad tech and mar tech platform, as well as data providers and...

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Should You Do Attribution or Mix Modeling, or Both?

by Martin Kihn  |  October 6, 2016

Attribution and marketing mix modeling solutions measure the impact of marketing and media efforts, and suggest ways to improve that impact. Increasingly, marketing leaders use both methods — either in...

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Marketing Agency vs. In-house Team: So Many Choices, So Little Time

by Anna Maria  |  September 30, 2016

"Insourcing and outsourcing decisions are more frequent, more strategic and more complex," reads a Gartner research report, "Understand the elements for agile and effective decision making and strategy refresh." That...

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Is Accurate Attribution Even Possible?

by Martin Kihn  |  September 29, 2016

A few years ago, a pair of researchers from Google and Microsoft named Randall Lewis and Justin Rao circulated a depressing paper called "On The Near Impossibility Of Measuring The Returns...

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The Internet of Things — Should Marketers Care?

by Charles Golvin  |  September 22, 2016

I presented a session titled “How the IoT Will Fit Into Your Marketing Strategy” (playback free but registration required) this past May at Gartner’s Digital Marketing Conference in San Diego...

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How Cross-Device Identity Matching Works (part 2)

by Martin Kihn  |  September 20, 2016

Cross-device identity matching is the way marketers try to map devices and browsers to the same consumer to improve personalization and measurement. in our super-popular Part 1, we got half-way...

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