Four Reasons Marketers Need a Panel to do Attribution Modeling
There’s a lot of buzz about "attribution modeling" in the online media world right now. There’s also a lot of confusion about what it is, how to do it, and what it’s worth. If we can make one small and succinctly stated contribution to the discussion of "˜how’, it’s this: having access to an online panel makes it a heck of a lot easier to do it well. For context,
Even Brand Marketers Need to Take Behavioral Data into Account
Last week I attended a day of discussion on online measurement at OMMA Metrics & Measurement conference in New York City. The opening keynote came from John Burbank, the CEO of Nielsen Online. His impressive resume includes CMO at AOL, VP of Marketing at AT&T/Cingular and Brand Management at P&G. Coming from a history of building well known brand names, his view of online advertising was partial towards brand marketers.
Who’s ready to bring clicks to bricks?
For years people have been asking the question “how does online behavior impact my offline sales?” The question has been asked so much so that an entire industry has been built around trying to find the answer. In comes Compete… Yesterday, Compete and Cannondale Associates, a marketing and sales management consulting firm, announced a partnership that gives marketers new insight into online to offline purchases. For the first time, marketers
Digital 180 Speaks with Hill Holliday’s Chief Media and Digital Officer
Digital 180, Compete’s online "TV" series, spoke with Baba Shetty, chief media and digital officer at Hill Holliday. Baba provided insights into two successful digital campaigns: An app built for Dunkin’ Brands that had an iPhone version and a web-based version A content hub for Liberty Mutual Hill Holliday built an app called "Dunkin’ Run" based upon behavior they observed of people wanting to go to Dunkin’ Donuts. "We kind
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 180 with IAB’s Randall Rothenberg
IAB President and CEO Randall Rothenberg stopped by to discuss some of interactive marketing’s pressing issues after his presentation at the recent TNS Media Digital CMO Summit. Among several topics, Randall examines governmental regulatory issues that are effecting the space, as well as the tension between direct, short-term and long-term branding marketing efforts. For more observation and discussion about some of the latest marketing trends, watch the other Digital 180