It’s January, and back to work and ready for a year of complexity and opportunity. It struck me toward the end of the year that this complexity that we all deal with in the audience targeting business can be a good thing, rather than a limiting factor. The more solid, easily interlocking audience and data elements you have, the more solid and durable your entire digital marketing effort can be. If you have kids, and I just spent Christmas with my two amazing ones, you already know a great example of this: Lego.
Lego is actually my favorite activity with the kids. Sometimes we just build one of the elaborate Star Wars or Harry Potter sets, but more often than not, we create structures that come purely out of their imaginations. We always find that the success of these creations can be traced to two key elements. One: Assemble a vibrant collection of different and unique Lego parts. Two: Organize them so key elements are easy to find and use. When you have those two states, you can build creations that are unexpected, delightful, and completely different than you had originally planned.
This is such an apt analogy to the state of... Read more
Home › iMedia Connection Blog › Jeremy Mason
Archive for Jeremy Mason 
On Target: Making The Pieces Fit
Tags: Data, online marketing
Posted in Ad Serving, Targeting | No Comments »
A Change Is Gonna Come
We all know that change is a constant in the slice of heaven we call digital marketing. But even with that knowledge and experience, the past year has arguably been the period of the most seismic shifts in this business since I started in online media just in time for the 2000 bubble burst. There are numbers and news stories to illustrate this, but the point of change in the digital marketing age is to track and learn from it. There’s a lot to learn from the past year.
Much of it has been in the retailing area, on which AudienceScience just completed a Market Intelligence Report. Retail brands from Neiman Marcus to Wal-Mart and every stop in-between set new records for Black Friday and the entire Cyber Week that followed. But the sheer volume, and the surprising spike in online sales needs to be quantified beyond revenue. Who were the new shoppers and will they be back? Which demographic segments are growing the fastest and who should you be targeting? Our research shows that the “holiday shoppers” audience segment is made up of consumers who research and make purchases online as much as or even more than they do at... Read more
Tags: holiday, online ad serving, online sales, retail, Targeting
Posted in Targeting | No Comments »
