Tagged 'Data'

4 Reasons to Have a Killer Cross-Screen Strategy

Posted by Nick Matarazzo on October 27th, 2014 at 3:10 pm

Consumers are increasingly moving between multiple devices—and sometimes using two simultaneously. Chances are, as a marketer, you’ve been thinking about this more than the average person. I get it. As the CEO of an automotive marketing and advertising company, so have I.

The Connection Between CIOs and CMOs

Posted by Catherine Tabor on June 24th, 2014 at 9:23 am

Traditionally, there has not been much overlap between the day-to-day activity of a CIO and a CMO. The stereotypical CIO is often seen as a computer geek, focused on complicated IT, infrastructure and database systems that are hard to understand, and, even when the CIO interacts with another member of management, it is probably the CEO or COO, not the CMO.
Over the last five to ten years, however, marketing and advertising has become infused with data, and an arms race has emerged in which there is a constant need to acquire more data and analyze it in new and better ways. To marketers, the CIO is no longer a tech geek, but a powerful partner that can provide them the data they need to gain a leg up on their competitors.
When CMOs and CIOs work together today, the conversation usually turns to untapped sources of data. What systems and processes can our company invest in or develop to obtain more data?
This approach to data is a relatively new phenomenon, and represents a step forward in digital marketing. In the early days of both online and mobile, the goal was to reach consumers on new devices and in new environments, but... Read more

It’s Time to Bust Marketing Silos, Get Integrated

Posted by Scott Vaughan on June 23rd, 2014 at 8:47 am

Marketing has clear marching orders to define, discover, engage and delight customers every day, along each step of the buyer’s journey—from prospect to loyal customer. While this has always been a business goal, the impetus is now squarely on marketing chiefs and their teams to make it happen.

iBeacons Usher in New Era of Mobile Advertising in 2014, Raise Old Privacy Concerns

Posted by Fernando Bohorquez Jr. on February 6th, 2014 at 8:44 am

Co-Authored by Alan M. Pate
Remember that scene from Minority Report? The one where John Anderton (Tom Cruise) takes a trip to GAP, virtual billboards call out his name and bombard him with offers as he walks through the mall, retinal scanners flash left and right, an AI hologram offers up his own personal greeting – “Welcome Back to the Gap! How’d those assorted tank tops work out for you?” It’s not quite 2054, and we haven’t quite perfected PreCrime, but ad tech is taking some big steps in the Minority Report direction.
2014 may be the year Apple’s “iBeacon” iOS7 feature changes the game for targeted advertising with its ability to detect customers’ presence and deliver targeted ads. As with almost any new ad tech these days, its adoption isn’t without privacy concerns.
As reported by the New York Times, this Super Bowl weekend the NFL deployed Apple’s iBeacon technology to send users of the NFL Mobile App targeted advertisements based on their physical location in Manhattan or in MetLife Stadium. Fans walking down Broadway received messages such as – “Get your picture taken with the Lombardi Trophy, located between 43rd and 44th streets on... Read more

Are You and Your Client on the Same Page About Data? Here Are 5 ways to Find Out.

Posted by Mike Caprio on November 11th, 2013 at 2:35 pm

Global brands are getting more particular about data.  They are now looking to performance data from their global digital campaigns to answer questions and provide insights into how creative, media and overall messaging affect consumer behavior.
But we’ve also noticed that in Latin America, much of the rich data available to these brands is not captured by their agency partners – wasting an opportunity to drive performance, efficiency and knowledge from their digital media.
It’s not a new problem – North America, Europe and Asia used to operate the same way - but the stakes are higher now, and data has become the industry currency, informing the majority of business decisions.  If data is not reliable and consistent across regions, its value is limited.
Here are five questions to ask your client to be sure you’re on the same page when it comes to their digital data:
1. Are you okay with publishers self-reporting their performance numbers?  Is fraud a concern?
One of the benefits of serving your ads with an IAB- and MRC-accredited ad server is that your data is consistent and trustworthy.  When you use tracking pixels, there are many ways publishers can intentionally or unintentionally skew performance data.   When you’re using a... Read more