Tagged 'Proximic'

In Advertising, Efficiency and Effectiveness Aren't the Same

Posted by Francine Hardaway on May 25th, 2013 at 8:38 am

In the beginning, there was creative. Then came reach and frequency. Much later, programmatic buying.
I've been having fascinating state-of-the-industry lunches over the past few months with Rodney Mayers, the CRO of Proximic. We've been trying to figure out how to tell the ad industry that although programmatic buying does bring efficiency to the process, it doesn't necessarily bring effectiveness. Efficiency is a work flow problem that can be solved by programmatic buying. But solving it will not necessarily move product unless it is combined with effectiveness -- what makes people act.
Effectiveness, the be-all and end-all of advertising, is a totally different story.
In the race to prove themselves up to the task of working with the CIO, CMOs have forgotten what Steve Jobs knew well: we are human and therefore emotional. We make decisions mostly on emotions. Where are our customers and what makes them buy? How do we query data to arrive at effective media buys? Effective advertising provokes decisions, but efficient advertising simply reaches people.
You have to ask the right questions of the data produced by programmatic platforms in order to combine your increased efficiency with effectiveness. CMOs need to go back to the drawing board and spend... Read more

Let Big Data Protect Your Brand in Emerging Markets

Posted by Francine Hardaway on February 7th, 2013 at 9:18 am

Most global brands want data to take into non-data rich markets like Asia,  because they know those markets will be the fast developing markets in 2013.   Typically, emerging markets lag behind US markets when it comes to audience-based data.
Any brand that can move into these developing markets early will benefit from a first-mover opportunity to market to what will arguably be the biggest online consumer market. But we've all heard the stories about brands entering a new market with very little understanding of cultural norms; they end up being slapped by the law of unintended consequences.
Those consequences can be far from hilarious, like Chevy’s oft-cited data-free decision to bring its Nova brand to Spanish-speaking countries, where “no va” means “no go.” Now imagine bringing the complexity and speed of programmatic media buying, where decisions on where to place an ad  are made in milliseconds; missteps here are downright dangerous to the brand's credibility and future ability to establish trust in a new market.
Proximic, a Palo Alto-based data analysis company, has pioneered a fundamentally different approach to analyzing pages that is getting noticed by global brands looking for something adaptable to their needs. Proximic calls this Pattern Proximity, and... Read more