RSS FeedArchive for the ‘Data-Driven Thinking’ Category


An MVP Can Score Programmatic Payback

marcustewksbury“Data-Driven Thinking" is written by members of the media community and contains fresh ideas on the digital revolution in media.

Today’s column is written by Marcus Tewksbury, global vice president for product strategy at Experian Marketing Services.

The MVP here is not a reference to Peyton Manning, the NFL’s five-time most valuable player. Rather, it is a reference to minimum viable product.

Minimum viable product is a strategy used for fast market testing of a product or feature to gain quantitative or qualitative feedback. As the name connotes, the strategy behind MVP is to put together the most basic offering to demonstrate a concept that is on target before heavily investing in time, energy and resources.

There is a lot of background noise in the industry, which tends to be very vendor-driven, around the need for more sources to feed hungry, big data solutions. While there is value in large data sets, marketers can deliver results faster, cheaper and easier by first focusing on MVP.

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Programmatic Brings Us Back To 1:1 Deals

hirschData-Driven Thinking" is written by members of the media community and contains fresh ideas on the digital revolution in media.

Today’s column is written by Jeff Hirsch, president at CPXi.

Clichés may feel overused, but there is a reason they become such go-to phrases. At their core, they are expressions of truth so basic that they seem almost comical.

One such cliché is the idea that “everything old is new again.” While true in so many aspects of business and business strategy, for example, nowhere is it more true than in the ever-evolving ecosystem of digital media, where transition to a “newest model” often feels more like a return to familiar territory, only in a super-charged way. Such is the case in the development of private programmatic exchanges, the latest evolution in the programmatic landscape.

In the earliest stages of digital media advertising, the interaction between advertiser and publisher was a classic one-to-one relationship. An advertiser, having decided that a specific site delivered the desired audience, would engage directly with the publisher to purchase inventory. The advertiser could construct a series of these relationships and feel confident that its media spending was focused on a specific audience. In this model, while one half of the ultimate promise of the digital media was achieved – the ability to pinpoint an audience – the second half of the promise – unlimited inventory delivered at scale – was still undelivered.

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Why Do Mobile Users Not Buy On Mobile?

sam-struq“Data-Driven Thinking" is written by members of the media community and contains fresh ideas on the digital revolution in media.

Today’s column is by Sam Barnett, CEO at Struq.

Mobile users represent the most engaged set of users across all devices.

They click on ads more than twice as much as desktop users and the majority of online retailers see up to 50% of their web traffic come from the mobile channel.

So why does desktop have a 54% higher conversion rate on those ad clicks? It boils down to issues like privacy, convenience and functionality, all of which make it more important than ever to seek a unified view of the consumer.

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Even Household Brands Need Accurate Data And Targeting

eliportnoy"Data-Driven Thinking" is written by members of the media community and contains fresh ideas on the digital revolution in media.

Today’s column is written by Eli Portnoy, president at Thinknear by Telenav.

Much has been written about the things marketers should consider when rolling out a digital ad campaign.

Some brands and products, such as Coca-Cola, Kleenex and Walmart, are so ubiquitous that marketers assume rich targeting is not necessary and that accurate data is not a concern. But in most cases, these “branding” campaigns could be more effective by pairing a targeting strategy with data to foster deeper engagement and create better user experiences. Targeting isn’t just about whom to send an ad to; it’s also what to say in the ad.

In order to implement an effective digital campaign that takes advantage of the unique aspects of digital, it’s essential to have both a solid data strategy and a solid targeting strategy behind it.

While opportunities in online and mobile advertising are virtually limitless, the difficult task is figuring out how best to connect with consumers. But there are many ways that traditional brand advertisers can use data and targeting to improve consumer experiences with ads.

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With The Launch Of iPhone 6, Mobile Video Advertising Could Skyrocket

ashkumar“Data-Driven Thinking" is written by members of the media community and contains fresh ideas on the digital revolution in media.

Today’s column is by Ash Kumar, CEO and co-founder of TapSense.

As rumor and speculation build around the new iPhone 6, we in the mobile industry can hardly wait for Apple’s announcement on Sept. 9.

The new iPhone is rumored to come with a larger screen size, higher resolution and faster processors, all of which will be a boon for the mobile video market. The iPhone 6 will also come with the iOS 8 operating system, with more than 4,000 developer APIs.

How might each purported feature impact app developers and marketers?

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Beware Of Publishers’ Walled Gardens

john-lee“Data-Driven Thinking" is written by members of the media community and contains fresh ideas on the digital revolution in media.

Today’s column is by John Lee, executive vice president at Merkle.

First-party data-driven marketing is becoming increasingly pervasive.

Marketers use data to individually match and engage their own customers and prospects on addressable platforms like Facebook and Twitter. Spending on this first-party data approach is scaling quickly and paying dividends in ROI, particularly for advertisers in data-rich industries like financial services, insurance, retail and travel. Publishers are investing heavily in products and integrated tech stacks that enable automation and optimization of this spend. Generally, this is a good thing.

However, a core principle of data-driven marketing is an integrated customer experience across touchpoints. This requires a master record and identity “currency” that allows trading among multiple platforms. A single cookie and demand-side platform (DSP) enables you to manage audience and frequency for your entire anonymous real-time bid buy. But this doesn’t work for first-party data. The capabilities that major publishers are creating for first-party data are great within their networks, but they create “walled gardens” that make cross-platform audience management complex.

Three macro trends propel this story and influence the future of data-driven marketing.

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Conventional Wisdom Vs. Big Data

matt-greitzerData-Driven Thinking" is written by members of the media community and contains fresh ideas on the digital revolution in media.

Today’s column is by Matt Greitzer, co-founder and chief operating officer at Accordant Media.

It’s always surprising to me when marketers don’t fully leverage their data. It is only logical that a brand would analyze and leverage relevant data at its fingertips, which is now being amassed at an unprecedented level.

Yet with all of this information at marketers’ disposal, many don’t exploit the opportunity to dig into the information and glean new insights, which could in some cases radically alter media approach and channel allocations. Instead, many advertisers and agencies continue to rely on default assumptions or conventional wisdom.

By not applying a diligent, rigorous analysis of available data, as it relates to their advertising efforts, brands are making bad decisions, losing out on revenue and missing opportunities they could be exploiting.

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Addressable TV Momentum: Harbinger For A T-Commerce Future

josh-herman“Data-Driven Thinking" is written by members of the media community and contains fresh ideas on the digital revolution in media.

Today’s column is by Josh Herman, vice president of partner and product strategy at Acxiom.

Addressable television has arrived, but where is it taking us?

With a reach of more than 40 million households and four major operators delivering household-addressable advertising, it’s safe to say we’ve reached the point of critical mass.

And with this ability to effectively deliver household-specific marketing messages to television viewers, there are subtle, new signs on the horizon for the maturation of television commerce (tcommerce) that suggests we won’t have to tell the same joke about Rachel’s sweater a quarter of a century from now. These signs are coming from both inside and outside of the subscription TV industry.

Rachel’s sweater refers to the character on the television series “Friends,” when Rachel’s sweater came to represent an industry vision where, with the click of the remote control, consumers could purchase the sweater Rachel wore during an episode, or whatever the desired product may be. This longstanding vision is the logical, evolutionary step from ecommerce into tcommerce, when commerce is conducted through your TV, not just inspired by what you see on TV.

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We Punched the Monkey And It Punched Back

Chris-O-HaraData-Driven Thinking" is written by members of the media community and contains fresh ideas on the digital revolution in media.

Today’s column is written by Chris O’Hara, co-founder and chief revenue officer at Bionic Advertising Systems.

I recently tried to explain what I do for a living to my 14-year-old son. I found myself telling him about ad tech.

“Basically, we make technology that helps marketers buy different kinds of banner ads,” I told him.

“You mean the kind of annoying pop-up ads that everyone hates?” he asked.

His look of profound disappointment said it all. I explained that the kind of work we do wasn’t just about populating the Internet with the “Lose five pounds with one stupid trick” type of banner. But even though we are getting a lot right, my explanations eventually started sounding pretty weak.

I have been working in this business since 1995. Aside from doing some ad implementation testing, I have probably clicked on about a dozen banner ads in as many years. Today’s robust, real-time ad tech “stack” has been purpose-built to optimize the delivery of the kind of banner ads most people already hate: standardized IAB units, retargeted ads, auto-play video pre-roll units and even the dreaded pop-up and pop-under.

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Not Taking Programmatic In-House Is Short-sighted

tom-triscani“Data-Driven Thinking" is written by members of the media community and contains fresh ideas on the digital revolution in media.

Today’s column is by Tom Triscari, CEO at Yieldr.

When an advertiser’s CEO, CFO and CMO meet to discuss their programmatic marketing strategy and budget, they increasingly talk about whether to take an in-house approach. Some argue such an approach is short-sighted.

I believe the opposite. The answer is often simple. Just do the math.

If you buy a lot of full-funnel display and pay 50% margins today (note: ad tech vendors and trading desks cannot disclose margins) but could pay 15% or less for in-house ad tech and pay the going market rate for a small team of campaign DMP engineers and optimizers, you end up generating massive savings. The savings can be used to augment or even create a big competitive advantage.

Some early adopter advertisers have already moved past talking and are actually doing it. When we see companies like Accenture move into the business, we know something big is changing. Early adoption is very smart; when done correctly, under a C-level mandate like P&G’s, the competitive edge gained can be an enduring one.

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