Archive for Danny Kourianos

On the Path to Creating a More Progressive Attribution Model

Posted by Danny Kourianos on May 14th, 2013 at 1:51 pm

Ask any online marketer about their latest campaign and you’ll likely hear their results in the form of performance metrics such as click-through-rates, impressions, and of course, post-impression conversions.
These numbers provide vital insights into the campaign elements that worked (and those that didn’t). Yet when it comes to determining attribution, we all know there’s a wide margin of ambiguity.
Regardless of how much the online ad industry has evolved over the past 15 years or so, we’re still challenged by the lack of an indisputable, clear-cut method to determine attribution.
For example, many advertisers today still rely on a last-click attribution model, which overlooks the reality that, most likely, multiple touch points influence each sale. An improved method others have adopted is a hybrid model that credits the various channels involved in the sale. While this is certainly a huge improvement, it doesn’t paint the most accurate picture or give insight into which marketing channel is performing best.
This is why the industry needs greater transparency across every marketing channel. When presented with a more comprehensive view of performance across the board, you can see overlap, more accurately assess ROI and attribute proper credit for a sale.
As the industry continues to evolve, here... Read more

Retargeting "Mad Men"

Posted by Danny Kourianos on April 11th, 2013 at 8:00 am

Think you know "Mad Men"? Think you know how retargeting works?  Well, imagine your favorite "Mad Men" characters have been transported to the year 2013 -- without aging a day.  They’re all online now reading up on the latest industry news and, of course, being served up targeted ads based on their interests and needs.
In this quiz, peek over the shoulders of "Mad Men" characters as they go online and are served up targeted ads. Test your knowledge by guessing which character is being retargeted based on the ads presented to them. Use the scoring key at the bottom of this quiz to see how you did.
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SLIDE 6

ANSWERS
Slide 1
Answer: Don Draper
These ads speak to Don’s memory of Anna Draper’s battle with bone cancer and how they were brought together when Dick Whitman switched dog tags with Lieutenant Don Draper during the Korean War.
Slide 2
Answer: Pete Campbell
Pete may want to keep the number to Caine’s Drain’s handy the next time he throws a dinner party at his house in Cos Cob. Meanwhile, as he looks for a city apartment, he may want to check out what C.C. Baxter has to offer.
Fun facts: At one point actor... Read more