Tagged 'big data'

The End of Intuition? A Discussion with David Edelman

Posted by Penry Price on May 14th, 2013 at 5:08 am

Marketers need intuition more than ever before. The masses of data that they can analyze, and the tools available, can certainly find interesting patterns on their own, but that is just one ingredient in the value creation recipe. Since there’s so much data out there, good intuition (and by that, I’m including judgment as well) is necessary to set priorities for what to look for, what matters to the customer, what the competitive landscape looks like and how behaviors are changing over time.

“Always Relevant” Video Advertising

Posted by Anupam Gupta on May 10th, 2013 at 9:30 am

In today’s world of constantly connected consumers with ever shortening attention spans, online advertising’s mantra “Right time, right place, right person” is more resonant than ever.  The ability to reach those consumers who are most likely to purchase your product or service at the time and in the context to which they will be most receptive is the magic formula for turning browsers into buyers, and video advertising has proven itself as one of the most powerful tools for not just reaching, but engaging those consumers.
Even more than display advertising, online video offers marketers a wealth of options for delivering their message creatively, whether the content is funny, touching, powerful or straightforward. Some marketers have begun the transition from television to digital by repurposing their 15- and 30-second TV spots. This is a promising start, but only a hint of what online video can do to capture consumer attention. It’s time to take it to the next level, creating and repurposing video that’s relevant to the user throughout the decisioning cycle.
As in all forms of online advertising, relevance is key when it comes to getting people to not just view your video content, but actually click through and buy. However,... Read more

Here's Why Data Impacts Everything

Posted by Jonathan Gardner on February 4th, 2013 at 9:53 am

While there are many critical reasons to reform education and job training in this country, here’s one thing we definitely need to do: start preparing a generation of data scientists, analysts and engineers who know how to work with and leverage data to build our tomorrow. I know for sure that our future depends on it. We’re all data now.

The 5 Hottest Social Ad Trends of 2013

Posted by Jon Elvekrog on January 10th, 2013 at 10:08 am

This year, all players in the social ad game should be thinking big. 2012 was a breakout year for social advertising. Brands from all verticals emerged to play the social ad game, with some clear winners emerging. But what are the major trends for 2013?

The Role of the Agency in Data Management

Posted by Chris O'Hara on December 12th, 2012 at 12:01 am

A Conversation with David Spitz
When it comes to the role of the agency in data-driven digital media, few holding companies have put their money where their mouth is to the extent that WPP Digital has. After setting the tone with a bold acquisition of 24/7 Real Media, the holding company has gone on to place strategic bets on a variety of sectors within the Kawaja map. The question for marketers is whether or not they should be relying upon their agencies when it comes to technology and data. Many argue that the agency model cannot support the type of deep domain expertise needed for the complicated integrations, data science, and modeling that has become an everyday issue in modern marketing. So, should data management be the sole province of the Adobes and IBMs of the world, or is there room for agencies to play? I recently reached out to EVP of Strategy and Corporate Development David Spitz to ask about how he sees agencies working with large brands to define their data strategy.
WPP is working with some of the world’s largest brands. I suspect that many have siloed pockets of valuable data across their enterprises. What are the data challenges... Read more