If you don't know where you're going, you might not get there.
-Yogi Berra
If you don't know who Yogi Berra was, he was a sage and holy man who moonlighted as a baseball catcher for the New York Yankees. Yogi said a lot of great things, and the quote above is often attributed to him, although he also said, 'I didn't really say everything I said.'
Many of us construct an online presence complete with a website, a Twitter account, some Facebook action, something on LinkedIn, maybe some Instragram and Pinterest posts and then just sit back and wait for the money to roll in. How's that working for you? Not so great?
This is why research matters. Research lets you see far, like you have a really good pair of binoculars. All those channels are powerful rivers of information, but you'll need to know where your audience is, and which among those channels they really like to use. Why?
If you had infinite time and an infinite amount of money you could turn on a fire hose of media and spray your message everywhere. But most of us are not Diddy, and we don't have that kind of time and money. We need... Read more
Tagged 'Tracking' 
Better Mobile Measurement = Perfecting Tracking and Privacy
Mobile measurement may mean different things to different people: mobile site or application analytics, post-view behaviors, conversions, or branding ad effectiveness just to name a few things. There is no question that marketers want to measure their investments in mobile. eMarketer estimates spending on US mobile ads reached just $743.1 million in 2010. This year, mobile advertising spending in the US is expected to grow to $1.1 billion! Marketers would be foolish to continue spending without accurate measurement solutions.
Enter the complex world of tracking mobile advertising. Tracking online advertising including unique exposure to ads can be accomplished using cookies. However, there are countless mobile devices and browsers (along with different carriers), which may not support cookies, enable cookies, or persistently keep cookies. This poses a major challenge to the industry on accurate measurement, in particular on anonymously identifying unique devices. Therefore, following a device through to a post-view behavior or identifying ad exposures that occurred among a survey sample is hard for marketers and their partners to do.
There are a number of mobile companies that claim to have their own unique id or "mobile cookie" technology. Some of these companies use standard mobile browser cookies, HTML5 technology, data from http headers, mobile operator data, or a... Read more
