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Slippery Slope: Big Data and Predictive Marketing

Image from: street light / Shutterstock It is easy to believe that the answers to all possible marketing effectiveness questions lie somewhere in the ever increasing petabytes of Big Data. But, bigger is not necessarily better. A recent study by the Direct Marketing Association revealed 60% of DMA members surveyed had no stated strategy for integrating Big Data into their marketing efforts—yet 57% still expected higher conversion rates from using

Agencies Need a New Set of Glasses

Many agencies hope that a single media metric can one day emerge to simplify the unwelcome complexity of new media. Compete’s Chief Research Officer, Yaakov Kimelfeld, warns they shouldn’t hold their breath. Brands increasingly have less control over their messages; they no longer travel in a straight path from advertisers through publishers to consumers. New technology empowers consumers to manipulate the media and insert their personal perceptions…