AUTHOR ARCHIVE FOR:

Kelly Liyakasa

Kelly Liyakasa

Senior Editor

Kelly Liyakasa is a senior editor covering commerce, video, TV and marketing tech for AdExchanger. Previously she was an associate editor for Information Today, where she reported on enterprise technology and strategy for its flagship publication, CRM magazine. Prior to that, she was a reporter for a New York metro Business Journal and luxury lifestyle magazine, profiling as diverse a set of individuals as a pre-election Donald Trump and Academy Award-winning actor Jeff Bridges. Kelly holds a BA in Multimedia Journalism from Florida Atlantic University.

Articles By Kelly

  • Analytics

    Scripps’ Digital Chief Refuses To Be 'In the Business of Churn'

    BY //

    As SVP and chief digital officer for The E.W. Scripps Company, Adam Symson oversees the development of media and advertising products and services in more than 20 markets. His main focus is to enhance the company’s marketing and media product development through Web, mobile and connected TV platforms. Earlier, as a vice president of interactive […]

  • Mobile

    Five Ways To Save: The Coupon Evolves, Digitally

    BY //

    Behold, the many ways to “clip” a coupon. Long-ingrained in the collective memory of many as the stuff of super-savers (and Sunday newspapers), a bevy of businesses and app developers are remaking the way a discount is served. Digital discounts – as an industry – are heating up. Most notably, digital-coupon company RetailMeNot is prepping […]

  • Social Media

    Programmatic Twitter: Agencies And API Partners Discuss The Opportunity

    BY //

    Twitter is getting serious about programmatic. Its recent moves – and reported moves – have included lead capture forms in the Twitter stream, CRM matching, and website retargeting.  The latter two seem to follow directly in Facebook’s footstep. “It’s one area where they seem to be following Facebook’s lead,” comments David Berkowitz, chief marketing officer […]

  • Ecommerce

    Hyper-Personalization Is Key for Dutch E-commerce Player Wehkamp.nl

    BY //

    One of the first – and now, largest – e-commerce companies in the Netherlands, wehkamp.nl has tapped IBM to help the platform improve its marketing and dynamic-merchandising strategies. Using myriad IBM cloud products, including Digital Analytics, LIVEMail and Campaign, the e-retailer has noticed significant gain in click-through rates on banner ads (500%) and a 271% […]

  • Social Media

    Twitter API Partner Voxsup Applies Data Science to Social Media

    BY //

    Facebook Preferred Marketing Developer and newly inducted Twitter Ads API partner Voxsup is applying data science to social media to help brands smartly segment audiences. The company is VivaKi’s preferred partner for social insights and Facebook ad-buys, working alongside partner The Echo System. Drawing on algorithms developed at Northwestern University by CEO Alok Choudhary, the […]

  • Ecommerce

    Global Ecommerce Propelled by Personalization, Niche Players

    BY //

    Ecommerce is on the upswing. This sector saw a compound annual growth rate of 18.7% between 2008 and 2012, suggesting it’s one of the fastest-growing industries, according to new research compiled by global boutique merchant bank Siemer & Associates. Worldwide spending on ecommerce totaled $820.5 billion in 2012, which was nearly 21% higher than the […]

  • Ad Exchange News

    Twitter Unveils Retargeting, Database Matching

    BY //

    Close to a year after Facebook debuted a real-time bidded ad exchange (FBX) and nine months after the release of its Custom Audiences CRM matching product, Twitter has unveiled plans for similar targeting features. But don’t call it “TWX” yet. Senior director of product for revenue Kevin Weil wrote in a blog post that Twitter is […]

  • Ecommerce

    Restaurant.com’s Data-Centric Strategy Drives Conversion Lift

    BY //

    Since its inception in 1999, Restaurant.com has helped customers save $1 billion by offering more than 50,000 gift certificate options at dining destinations across the country. Its premise is simple – help diners and restaurants discover one another, and encourage loyalty to local merchants by brokering savings through discounts. Restaurant.com also acts as a stand-in […]

  • Data Nugget

    North America Dominates Tablet Spend in 2013

    BY //

    North America will account for close to half of the $72 billion consumer spend on tablet devices this year, one study indicates. According to new “Media Tablets and eReaders” market data published by ABI Research, North America’s piece of the total tablet revenue pie will reach about 47% in 2013, suggesting the burgeoning volume of […]

  • Ecommerce

    BarkBox Builds Ecommerce Brand On A Test-and-Learn Strategy

    BY //

    BarkBox, the ecommerce subscription company catering to the canine-loving set, has “some pretty aggressive goals” for 2013, according to its Head of User Acquisition Marketing Rob Schutz. For one, the company wants to double its member base, which sits at 55,000 subscribers today. (Schutz says that if that subscriber-base hits the 1 million mark by […]

  • Marketing Automation

    Parsing Adobe's Neolane Buy: What's The Use Case?

    BY //

    Adobe Systems’ $600 million acquisition of cross-channel marketing automation company Neolane begs the question: What is the use case for an advertiser, and how will the platform fit with Adobe’s stack? In the words of Suresh Vittal, Neolane’s chief product officer, Neolane helps solve campaign managers’ need to distribute content to the right audiences based […]

  • Mobile

    Mobile Conversions Are About 'Connection' And Perfect Timing

    BY //

    With spending on mobile advertising expected to reach more than 29% of total online ad expenditures in the U.S. by 2018, per Forrester Research, it’s incumbent upon advertisers to embrace the notion that tablet and smartphone device usage is tied not only to timing, but consumer preference. “It’s really recognizing that you need to be […]

  • Platforms

    Adobe Adds Marketing Automation To Stack With $600M Neolane Buy

    BY //

    The mega-vendor wars continue. Today, Adobe Systems announced plans to acquire Parisian cross-channel marketing automation player Neolane for $600 million. The move comes weeks after cloud giant Salesforce.com said it would buy email and CRM vendor ExactTarget for $2.5 billion (AdExchanger story), part of a plan to “double down” on its Marketing Cloud strategy in the […]

  • Ecommerce

    Specialty Retailers Rev Up Behavioral Marketing Tactics

    BY //

    Specialty retailers are getting especially good at weighing the value of consumer behavioral targeting, but still have room to grow when it comes to mobile and, surprisingly, email strategies. According to L2’s newly released Digital IQ Index for Specialty Retail, more than half of specialty retailers are engaged in Facebook advertising, with “the majority of […]

  • Analysts

    Quote: Don’t Prematurely Define Consumer Purchase Paths

    BY //

    “Paths to purchase are not linear or rational.  The planning of the trip is not the journey. And the customers’ starting point is often not where we believe the starting point is. The funnel has morphed into a journey map. The question is, ‘How do we organize around this journey to support people along the […]

  • Mobile

    How AD-X Tracking Delivers Mobile Campaign Analytics To eBay And Priceline

    BY //

    London-based AD-X Tracking is seeking to shed light on mobile ad campaign expenditures and has revved up its global presence with new offices in San Francisco and Berlin. Founded in 2012, AD-X helps clients such as eBay and Expedia.com track in-app clicks and downloads, along with mobile campaign performance spanning search, SMS, social, email and […]

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