Kantar and comScore Expand Partnership
We are excited to announce the expansion of our behavioral data partnership with comScore to now include the North American market…
Three Digital Revelations from the GroupM What’s Next Conference
I was lucky to be able to attend the What’s Next conference in New York City last week. Those who went would tell you that it was a tremendous event and covered the full digital marketing landscape. Sure Charlene Li from Altimeter Group, Steven Levy from Wired, and Jim “ZMOT” Lecinsky from Google all dropped some knowledge on us, but the truly precious revelations came from the marketer panels themselves.
How Much Is Our Behavior Worth?
Looking to add to your summertime reading list? I recommend the new report from Harvard Business School professors John Deighton and John Quelch and Hamilton Consultants, “Economic Value of the Advertising-Supported Internet Ecosystem” (full disclosure: John Deighton was my marketing professor). The report was created for the IAB to explain the online advertising sector to public policy makers, and literally calculates how much the Internet is worth to the U.S.
The Internet Vs. Al Ries
In a trade publication last month, marketing guru Al Ries proudly declared that “determining the ROI of a marketing program is an expensive exercise with little or no value — an experienced marketing executive instinctively knows whether a marketing program is working or not.” He countered one CMO’s perspective on the value of analytics, by concluding that the practice of marketing “is not even 1% mathematics.” With math-bashing marketing hand
Digital Summit Spawns Actionable Ideas
Last week marked the sixth anniversary of TNS Media and Compete’s Digital CMO Summit and, despite the economic gloominess, attendees’ outlook for digital marketing was quite bright. One hundred and fifty senior executives from top brands, agencies and media companies gathered in Newport, R.I. for two and a half days of presentations, knowledge-sharing and extensive networking. The event spawned new ideas about the future of marketing, some forward-looking and many
How Twitter Can Drive Your Bottom Line
“Yes, I have tweeted.” If you’re a fan of Stephen Colbert, you’ll know that his boastful response to Meredith Viera earlier this month wasn’t phrased exactly that way, but it’s clear that America is tweeting along with him. So, how many people are using Twitter? According to Compete data, 14 million people visited twitter.com in March, a 76% increase from February and a whopping 14 times more than March last
Winning The Game: How To Become A Moneyball Marketer
In my post last month, I contrasted swing-for-the-fence Powerball Marketers from companies that follow a scientific, Moneyball Marketing discipline. The quick summary is that Powerball Marketing is analogous to gambling, and unfortunately many companies continue to make big bets without investing in data or techniques that could improve their odds. Moneyball Marketers, on the other hand, represent a new breed of analytically driven, outcome-oriented practitioners who use new metrics and
Powerball vs. Moneyball Marketing: Part I
February marks the slow transition from pro football to Major League Baseball, and while dissecting Superbowl advertising and Theo Epstein’s off-season maneuvers, my thoughts gave way to a new view of marketing in 2009. I’ll characterize it this way, "There are two kinds of marketing executives in the world — Powerball marketers and Moneyball marketers." Powerball marketers cross their fingers and hope for great outcomes Take the Denny’s Free Grand
Amazon.com is Fueling a Strong December for Online Retailers
Whether you’re an analyst, economist or a just a red-blooded American consumer, your eyes are probably fixed right now on the retail industry. We’re all looking for a glimmer of hope that consumer spending during the holidays will survive the credit crunch, sputtering equity markets and corporate downsizing. And now that we’re officially half-way through the holiday retail season, what better time to see how retailers are faring online this
Get Naked with Matt McGowan (Incisive Media, VP of Marketing)
We’re just 7 days away from the SES NY the next Search Engine Strategies conference. The show runs from March 17-20th in New York City, and what better way to celebrate than to interview Matt McGowan, Vice President of Marketing for Incisive Media’s Interactive division? Matt is spending more and more time taking properties like ClickZ and Search Engine Watch global, so he is rapidly acquiring a great sense for
Get Naked with John Palfrey
In our last Get Naked post, we interviewed PR guru Larry Weber and talked about his new book, "Marketing to the Social Web." Larry is one of the most social people we know, so when he introduced us to John Palfrey from the Berkman Center at Harvard Law School, we knew we had another great Get Naked story on our hands. The first paragraph of John’s bio says: as Clinical