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»Strategy

DraftKings Doesn’t Chase Vanity Metrics

Jayne Pimentel, senior director of growth marketing at DraftKings, will speak at AdExchanger’s upcoming Programmatic IO conference taking place April 29-30, 2019 in San Francisco. Jayne Pimentel is hard on her technology partners, but that only makes the relationship better and more stable in the end. “I don’t want to say it’s a love/hate relationship,”... Continue reading »
by Allison Schiff // April 1st, 2019 //
»
Marketing Vet Jim Stengel Spent 25 Years At P&G And He’s Got Some Advice

After a quarter-century in marketing roles at P&G – including seven as CMO – you learn a thing or two about how to grow a brand. Jim Stengel started at P&G in 1983 as a brand assistant on Duncan Hines, moving his way up the ranks to marketing chief by 2001. He handed the reins to Marc... Continue reading »
by Allison Schiff // September 28th, 2018 //
»
This Penn. Tourism Board Is Getting Smart About Digital Measurement

Destination marketers get tripped up on attribution. A tourism board, like the Pocono Mountains Visitors Bureau (PMVB), for example, spans four counties across northeastern Pennsylvania and represents a consortium of hotels, restaurants and activity providers, which makes it difficult to gather real-time metrics on visitation. “Someone might click on an ad and visit our website,... Continue reading »
by Allison Schiff // April 28th, 2017 //
»
Local Wine Shop Uses SAP To Uncork Location-Based Insights

“SMB” is not the first thing that comes to mind at the mention of SAP. But the enterprise software giant is actively courting small and medium-sized businesses like Veritas Studio Wines, a two-year-old boutique vino shop tucked away on a side street in the Hell’s Kitchen neighborhood of Manhattan. Veritas is plagued by many of... Continue reading »
by Allison Schiff // April 11th, 2017 //
»
PROGRAMMATIC I/O: There’s No Such Thing As A Perfect Out-Of-The-Box Attribution Model

Colgate-Palmolive is eager to move away from last-click attribution. But similar to most traditional brands, the CFO is being cautious. Moving to more advanced attribution tactics, such as multitouch, isn’t cheap, in terms of vendor fees and internal human capital. “We would have to sell a lot of toothpaste to get return on investment in... Continue reading »
by Allison Schiff // April 6th, 2017 //
»
When The FTC Speaks, Brands Need To Listen (Especially When It Comes To Influencer Marketing)

The Federal Trade Commission (FTC) has sponsored content disclosures on the mind. A complete lack of disclosure led to an FTC settlement with Lord & Taylor in March after the brand enlisted bloggers to post images to Instagram promoting one of its dresses. As FTC senior attorney Robin Spector told AdExchanger at the time, “What we are... Continue reading »
by Allison Schiff // September 12th, 2016 //
»
Cabela’s Pitches Its Content At The Top Of The Funnel

Outdoor gear retailer Cabela’s has a fairly straightforward approach to content marketing: “If it doesn’t add value, then we don’t produce it,” said the brand’s SEO manager, Jesse Farley. But the content landscape itself is anything but simple, and one of the core challenges is figuring out what’s relevant and how it’s resonating before even... Continue reading »
by Allison Schiff // June 30th, 2015 //
»
LaQuinta Only Paying For Human Traffic In 2015 IOs

All of La Quinta Inns & Suites’ 2015 insertion orders specify that it will pay for human traffic only. “As a brand that strives to do the most with our resources, and as a challenger brand in the space, it matters when our media dollars aren’t going to real people,” La Quinta director of media... Continue reading »
by Sarah Sluis // March 10th, 2015 //
»
Attention Retailers: You Are Now A Warehouse

“Stores as we knew them are over," said Lee Peterson, EVP of brand strategy and design at retail consultancy WD Partners at the 2015 National Retail Federation Big Show in New York City on Monday. For this, we can blame – or credit – the mobile device. According to research by WD Partners, in-store visits have fallen... Continue reading »
by Allison Schiff // January 13th, 2015 //
»
How Cox Media Group Powers Dynamic Messaging With Surveys

Whether one considers the survey time-tested or old-fashioned, advertisers and media companies still use voice-of-the-customer tools and techniques to tweak their messaging. Atlanta-based Cox Media Group, for instance, operates 80 websites, four major newspapers, 11 television stations and a slew of radio stations. The media company, which relies on a range of analytics tools including... Continue reading »
by Kelly Liyakasa // June 2nd, 2014 //
»
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