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»SapientNitro

Vail: How Data, Customer-Centricity Inform Digital Deployments

You might not call it an epic fail, but Vail Resorts’ first stab at developing its EpicMix social ski app forced the brand to reconsider its original digital approach. First launched by the ski resort in the 2010-2011 season, EpicMix tapped RFID-enabled lift passes and gantries to track where and how skiers soared its slopes.… Continue reading »
by Kelly Liyakasa // January 10th, 2014 //
»
Digital Co-Branding: The Anti-Programmatic Buying Strategy

“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 Serge Del Grosso, Media Director of SapientNitro. Digital-media planners are facing increasing pressure, and not just from their usual heavy workloads. There’s also all the pressure from the new… Continue reading »
by AdExchanger // June 24th, 2013 //
»
Taking Risks and Going Big: Leveraging Content Across Digital

While the Wednesday morning keynote at the Adobe Digital Marketing Summit focused on a mega-demo of the new Adobe Marketing Cloud, the Thursday session took a big picture view, with NASCAR, adventure seeker Felix Baumgartner, NBC Sports, and Khan Academy sharing stories of challenges overcome and lessons learned. Taking Risks Baumgartner, who jumped from the edge of… Continue reading »
by Kimberly Maul // March 8th, 2013 //
»
Why Is Procurement Necessary?

The incursion of procurement on the marketing organization has caused no shortage of pain at agencies — and some startups as well. Among the concerns are that creative process will be devalued, client services squeezed, and strategic account planning shrunk to a line item by procurement agents who may lack marketing experience. But procurement exists… Continue reading »
by Zach Rodgers // January 22nd, 2013 //
»
Can You Build a Brand in Programmatic Media?

The ad industry has moved well past the experimental phase of audience buying. But where programmatic media has proven most effective are still primarily around direct response objectives. Many in the space agree it’s only a matter of time before brand marketers get serious. But is that true? To answer that, we asked three senior… Continue reading »
by Zach Rodgers // September 13th, 2012 //
»
Cannes Postscript: Marketing At The Crossroads Of Data And Creativity

The ad sector’s creative apparatus has a good deal of work cut out before it wraps its head around data to the extent media and digital agencies have. But to hear some tell it, analytics – or “insights” as many prefer – has begun to permeate campaign ideation. In Cannes last week, AdExchanger talked with… Continue reading »
by Zach Rodgers // June 27th, 2012 //
»
SapientNitro’s Patrick MacDougall Talks Automation and Client Data

In 2006, Planning Group International partners Patrick MacDougall and Gaston Legorburu sold their agency to Sapient for $36 million. Today PGI’s core technology offering, the 12-year-old online marketing platform BridgeTrack, is still at the heart of the parent company’s ad optimization regime. Both MacDougall and Legorburu are still with the company – Legorburu as global… Continue reading »
by Zach Rodgers // June 18th, 2012 //
»
 

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