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Martin Kihn

Research VP
Martin Kihn specializes in data-driven marketing and advertising technology, focusing on the use of data to improve marketing strategy, customer acquisition and retention. He helps digital marketing leaders develop actionable insights...
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Blog

How Brands Are Turning Into Algorithms

Martin Kihn | March 23, 2017

In a recent AdExchanger Talks podcast, Nate Woodman of IPONWEB surfaced the specter of what we might call the brand-gorithm: a proprietary algorithm unique to a brand and used to make decisions such as how much to bid on an…

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Metaphysics of the Marketing Hub

Martin Kihn | March 10, 2017

Each year the domain of digital marketing gets closer to metaphysics. Think about the hub: a grand unified vision that in its ideal state should give us total knowledge of the customer, analytics that predict the future and the ability…

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How to Value a Sponsorship

Martin Kihn | February 28, 2017

It’s a truth universally acknowledged that some marketing tactics are harder to measure than others. Among the most difficult are sponsorships, which succeed in combining channels that are squiffy to value anyway (out of home placements, television and radio) with…

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“We Lost the Battle But Won the War”: A Conversation with Megan Pagliuca

Martin Kihn | February 21, 2017

As CEO of Omnicom Media Group’s Accuen since 2015, Megan Pagliuca has been inspiring the “next evolution of programmatic” – focusing on open pricing, automation and elevating machine-driven media from a line item into a strategic plan. And like many of…

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What Marketers Can Learn from Hollywood

Martin Kihn | February 17, 2017

A few years ago, the New York Times magazine ran a piece called, “What Hollywood Can Teach Us About the Future of Work.” It was written by a financial writer who worked for a minute as an on-set advisor and was…

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Programmatic Pioneer: The Journey of John Nardone

Martin Kihn | January 17, 2017

When he and his team placed the first two paid banner ads — ever — on Wired’s online magazine, Hotwired.com, back in 1994, John Nardone didn’t feel like a seer. He was working at an agency called Modem Media, building…

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In Defense of Advertising

Martin Kihn | January 11, 2017

Advertising is the gin in the engine of capitalism. It is the three per cent of our gross domestic product that juices up the other ninety-seven. Directly and indirectly, it employs a workforce of a million of the best creative…

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Why Time Is More Precious Than Ever

Martin Kihn | December 28, 2016

You don’t have time to read this post. I don’t have time to write it. Tick tock. There is no doubt that many people in our culture feel like they have less time. As CNN has reported: “People seem to…

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The #1 Secret to a Successful Blog Post

Martin Kihn | December 19, 2016

We here at Gartner for Marketing Leaders Data-Driven HQ recently ran a test. We started with an hypothesis, which we’ll share in a moment. The purpose of the test was to determine whether we’d stumbled on the secret to a…

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A Marketer’s TL;DR on Bayes Theorem

Martin Kihn | December 02, 2016

Here is Bayes Theorem itself, in neon: Last time, we dawdled on its greatness and made outrageous claims about Thomas Bayes, 18th century cleric, founding ad tech. Today, we move along. We need to explain what this Bayes Theorem is…

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