RSS FeedArchive for the ‘Data-Driven Thinking’ Category


How Online Data Will Remake Offline Marketing

tommanvydasupdated"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 Tom Manvydas, vice president of integrated marketing services at Experian Marketing Services.

Marketers are increasingly taking advantage of the richness of CRM, purchase transactions and other offline data sources for online advertising. Yet, so far, it’s been a one-way street: There is very little being done with online data to improve offline marketing programs.

That will soon change. With the continued growth of data from the connected world, it is only a matter of time before we see offline marketing practices influenced heavily by online data.

There’s a ton of it. In May 2013, some estimated that more than 90% of the world’s data had been created in the previous two years. While the value and usefulness of all that data is debatable, Google has proven that too much is not a bad thing.

Data is the tool that is changing the marketing landscape. There are some great programs that measure the online impact of offline marketing, primarily by directing consumers to online response channels, such as email addresses or social media content. Broadcast advertising is becoming more like addressable marketing with the growth of digitally powered screens and satellite radio technology. And while the reverse – applying online data to offline marketing – is not widely used yet, some key drivers will accelerate this trend.

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Let’s Move Past The Correlation vs. Causation Debate

creelawson"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 Cree Lawson, founder and CEO at Arrivalist.

After 18 years in online marketing, I’m noticing that attribution has bubbled up into ongoing debates about digital marketing strategy. All too often, the debate devolves into a discussion of correlation vs. causation.

I think we often make the mistake of distilling the whole dialogue about marketing attribution into these two rhyming words, when the truth – the deeper intricacies of how media influences human behavior – deserves a much deeper discussion.

There are a number of reasons that I believe we owe it to ourselves as an industry to go beyond the simple concepts of correlation and causation. These ideas have an important place in dialogues about science or psychology, but they’re not the best fit for online marketing. Here’s why.

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Your Ad Was Displayed Cross-Screen, But Was It Actually Seen?

jeffbandersellsider"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 Ephraim Bander, president and chief revenue officer at Sticky.

The simple days of advertising to consumers via television, radio, and print are gone for good. These mediums still exist and remain popular, but digital advertising is taking an increasingly large share of the market. It’s challenging the status quo, not just as a desired advertising platform, but also for optimal campaign planning and ad execution.

The medium also continues to change quickly. Digital advertising has moved well beyond banner ads to reach consumers on their mobile phones and tablets, and even through digital out-of-home (DOOH) screens.

With all of these screens, we can reach consumers in more places than ever before, but that brings with it the possibility of information overload. A consumer can easily tire of or ignore certain ads if they show up on every screen they see. Cross-screen marketing has emerged as a way to help brands get their message to consumers across devices in a smart, cohesive way, extending reach while using techniques such as frequency capping to make sure consumers aren’t inundated.

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Bridge The Artificial Divide In Digital Commerce

yarivdrori"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 Yariv Drori, CEO at AY Digital.

The view of digital marketing service industry from 1,000 feet reveals a patchwork of technology vendors. Some offer service layers that are highly tailored to their specific technical solutions. Others simply expect brands to adopt self-serviced platforms.

Ascend to 10,000 feet. You’ll find the patchwork split between services geared toward customer acquisition (media) or conversion (ecommerce).

As a result, brands are often forced to manage separate lines of engagement with their audience. One involves reaching out and bringing visitors to their site and the other converts those visitors into customers. It’s an artificial split because, from a customer standpoint, the engagement with a product or brand is continuous and ongoing.

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Software vs. Services: Is There Really A Difference?

martinkihnData-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 Martin Kihn, research director at Gartner.

The fast-twitch distinctions between agencies and marketing software, low-margin analysts and high-margin code, are rapidly disappearing.

Inspired by their investors, software startups trip over themselves to show how hands-free they are. Meanwhile, many solutions are sold to customers who either staff up to support them or pay agencies to run them, making data scientist the "sexiest job of the 21st century," according to the Harvard Business Review.

The software providers themselves have hardly succeeded in keeping humans off their books. Many of the more interesting companies are primarily managed services, from social analytics firm Synthesio to ad server Trueffect. Even quintessential software-as-a-service (SaaS) shops like Google quietly offer on-demand professionals to support higher-end products, such as Google Analytics Premium and rich-media creative units. And the fastest-growing teams at digital marketing startups are customer care representatives, who are essentially consultants.

It turns out there is probably no enterprise software worth using that is so simple anyone can run it.

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What The Mobile App Industry Can Learn From King Kullen

josefmandelbaumddt"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 Josef Mandelbaum, CEO at Perion Network.

In 1930, Kroger Grocery & Bakery Co. store manager Michael Cullen came up with the idea for the model that would become the modern supermarket.

Instead of making daily trips to the grocer, baker, butcher and milkman, Cullen envisioned a "one-stop shop" for meat, milk, cheese, produce and bread that was almost entirely a "self-service" operation.

Stocking large quantities of food items would reduce prices, attract more shoppers and produce a stronger bottom line, he argued. When Kroger's ignored him, Cullen opened the first King Kullen Grocery Co. in Queens, N.Y., followed by an additional eight stores that generated more than $6 million a year in revenue (nearly $100 million in 2014 dollars).

Similar to the pre-Kullen’s shopping experience, the mobile app advertising industry is a broken, fragmented and complex ecosystem that makes it difficult for even the largest industry players to successfully execute a media-buying campaign.

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Every Day Should Be Black Friday

lunghuangnew"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 Lung Huang, vice president of digital advertising and global partnerships at dunnhumby.

Here it is: Holiday Season 2014. Already.

Before you could pry your sugary fingers away from the last piece of non-GMO, non-high fructose corn syrup Halloween candy, the nation of good and plenty fervently began convincing shoppers that it was time for holiday shopping.

Not in December. Not on Black Friday. Right. Now.

The National Retail Federation predicts holiday spending will reach $616.9 billion this year, a 4.1% increase over 2013. That means we will spend about $80 more this year for every man, woman and child living in the United States.

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How Are You Measuring Video ROI?

benleggddtEditor’s note: The below column has been significantly updated from the version published Monday morning.

"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 Ben Legg, CEO at Adknowledge.

Video is digital advertising’s biggest opportunity. I talk with a lot of marketers, including clients, business partners and friends, about where the industry is headed. The question I increasingly hear is, “How much should I spend, and what is the ROI vs. other forms of advertising?”

To be clear, this is not about the end game of TV or video advertising. As soon as all TVs become smart, the word “digital” will be dropped because everything will be digital. TVs will become just another screen to add to the mix of laptops, tablets and smart phones which consumers already digest content on and interact with. TV schedules – apart from live events, such as sports and “The Voice” – will become a thing of the past.

Content will be a mixture of paid (ad-free), free (with ads) and some kind of ad-subsidized model, which is a hybrid of the two. All ads will be targeted based on viewer data, relevant content and price. Nearly all TV advertising as we know it will disappear and become digital/programmatic. The boundaries between TV advertising and video advertising will all but disappear. TV and video advertising combined will become a $200 billion per year global industry.

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As Big Data Moves In-House, Agencies Evolve

timmayerupdatedData-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 Tim Mayer, chief marketing officer at Trueffect.

Smart enterprises nurture their best assets. Not surprisingly, data has recently taken the coveted second-place position behind companies’ most valuable asset: employees.

Companies have large amounts of data that they want to translate into intelligence, and they’ve begun treating this data differently. For many, this difference means using strong on-staff analysts, known as quants, to mine the data in-house instead of outsourcing it to an agency or partner.

Increasingly, technology-savvy CMOs partner with their CIOs to make decisions on their organization’s marketing technology. These partnerships lead to new requirements and perspectives on how these technologies should interact, with areas such as data security being pushed to the forefront in this evaluation process.

At this year’s AdExchanger Programmatic IO conference, Joanna O’Connell, research director at AdExchanger, discussed three ways to take programmatic media in-house: agency-led, agency-involved and in-house. The first option, agency-led, is the default approach for most companies. The agency-involved route, which is rapidly gaining popularity, allows enterprises evaluate technologies directly and own the relationships with advertising technology vendors. The third option, in-house, is still very rare.

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‘M’ Stands For More Than Mobile

laurenmoores“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 Lauren Moores, vice president of analytics at Dstillery.

Millennials. Multicultural. Multicultural millennials.

If you are a marketer, chances are these “M” words keep you up at night. It makes sense. These are big demographic groups with big spending potential and lots of loyalty up for grabs.

The millennial generation, born between roughly 1980 and 2000, represents approximately 80 million people. Multicultural, also a broad term, refers to multiple and mixed ethnicities and backgrounds, but can include African-American, Asian, Hispanic and LGBT audiences. The combined millennial and multicultural audiences (MMC) represent nearly 40% of the US population. For marketers, they are the “next-generation consumer,” and generally the major growth vehicle for their brands.

It also makes sense that there is behavioral divergence within the millennial, multicultural and MMC labels. There’s research to support disparities on everything from brand loyalty and trust in user-generated content to media usage.

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