Tagged 'Data'

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

Tackling Fraud Without Scale – What’s the Point?

Posted by Alex White on October 9th, 2013 at 1:53 pm

“Suddenly the anti-bots business is booming,” according to Adweek’s Mike Shields in a story this week about several tech companies pivoting into the fraud prevention space. A more accurate take on the situation is that suddenly, more people see a way to profit off of a problem that advertisers have refused to address for years.
Ask any advertiser why they avoid real-time bidding platforms or exchanges and they’ll likely cite one of two problems: lack of transparency into inventory quality, and fraud, which refers to ad impressions generated by bots rather than actual consumers. These are both legitimate concerns, but they also serve as easy crutches for advertisers to lean on.
First and foremost, there’s no reason to fear “bad” inventory in RTB marketplaces. The technology to review an impression pre-bid and give the advertiser’s platform some sense of the page’s content before the bid is made has been available for nearly half a decade. Advertisers who use these technologies can set certain parameters and use the available data to avoid unwanted content adjacent to their ads, or simply avoid undesirable sites’ inventory altogether. If advertisers aren’t using these tools at this point and remain concerned about where their ads might appear... Read more

Square One: In-house Agency vs. Outsourcing Digital Marketing

Posted by Kent Lewis on October 4th, 2013 at 7:58 am

In the last few years companies have an increasing desire to take search engine optimization (SEO), pay-per-click (PPC) and social media marketing in-house. The trend, while logical, has dangerous implications for corporations and agencies alike.

25 Things Accomplished in 48 Hours @ Advertising Week

Posted by Kevin Planovsky on October 2nd, 2013 at 5:08 pm

There seems to have been a lot of bad-mouthing of Advertising Week across the industry blogs and dailies, much to my dismay... Perhaps I am just a naive first-timer, but I think Jon Bond said it best when he blogged that, now in it's 10th year, "Advertising Week is a breath of fresh air for our industry"! Even more exciting is the inherent focus on everything digital which seems to have completely taken over the entire week of sessions, speakers, sponsors & events...
I had the opportunity to attend for the first time, and as I fly back to Atlanta from ye olde large apple, I decided to jot down all of the crazy, fun, some disappointing, and exciting things I accomplished in only 48 hours in Manhattan. The below list is the top 25 things from my short period of time at Advertising Week 2013 (for the full list of 40 checkout the blog at my mobile + social media agency, Vert)

Met Wayne Gattinella from DoubleVerify (and formerly WebMD)
Saw Microsoft, dotJWT, Placewise & DoubleVerify talk about “Waste Free Advertising”
Listened to an insightful chat by Facebook on Mobile: The New First Screen
Chatted about agency consolidation & #TornadoWeek with Joel Lunenfeld of Twitter
Met Valerie Buckingham from Nokia & Jim Joseph from Cohn + Wolfe and chatted Windows8
Talked to our pals Carin & Dave at ThinkNear about... Read more

Data Isn't King, An Insight Is

Posted by Daisy Whitney on June 6th, 2013 at 10:24 am

Data won't tell you everything you need. In fact, sometimes it tells you the wrong thing."We are data rich and insight poor," said Adam Kmiec, Director, Global Digital Marketing & Social Media, The Campbell Soup Co., during the morning keynote at the iMedia in:Focus Summit on What Women Want From Brands. "Data misses things. Insights come from signals, not data, and insights inform decisions. The key is what you do with those signals."
He urged marketers and agencies to look beyond big data and study insights and emerging trends, and then apply those to the data. For instance, don't assume a tweet is equivalent to an actionable data point. However, many tweets when filtered and structured, can potentially be a powerful signal about consumer behavior. Signals indicate what consumers are really doing with products and how they are buying. "An insight is something you need to think about and then make a decision about what to do about it," he said.