Category Archives: Data Driven

CMO - The Chief Modeling Officer

CMO – The Chief Modeling Officer

In theory, I love it when digital budgets get cut. No, really, I’m not crazy. Of course, the budget cuts need to be data-driven decisions — supported by sophisticated media mix models that predict the impact and outcome of media … Continue reading

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When Data Fails You

When Data Fails You

Data is not the Holy Grail. Data does not trump solid strategic thinking and planning. Data is not the magic cure for all your marketing woes. Data is, however, a tool that, when used properly, can help provide insights to … Continue reading

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Assumptions Are Killing Your Digital Marketing Strategies

Assumptions Are Killing Your Digital Marketing Strategies

A few months back I wrote a piece titled "Operating in Real Time: How Far Away Are We?" I must have struck a nerve with the concept of real-time marketing because I received an inbox full of email and tweets … Continue reading

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When It Comes To Ad Tech, There's Often No Right Answer

When It Comes To Ad Tech, There’s Often No Right Answer

Confused about the growing eco-system of marketing technologies and how they impact your business? Don’t worry, you’re not alone. By now you are at least considering, if not already testing, how DSP’s, DMP’s, dynamic creative optimization, attribution, tag management, and … Continue reading

Posted in Ad Serving, Analytics, Consolidation, Data Driven, Datanomics, Digital Marketing Operations, DMP, DSP, Emerging Media, Marketing Operations, Mobile | Tagged , , , | 1 Comment
Operating in Real Time: How Far Away Are We?

Operating in Real Time: How Far Away Are We?

Until recently, companies have accepted the premise that predicting the future was more important and/or practical than reacting to the present. The time lag between gathering data, developing actionable insights and implementation in the market was too long to create … Continue reading

Posted in Analytics, Data Driven, Datanomics, Digital Marketing Operations, Leadership, Trends | Tagged , , , , | Leave a comment
Agencies As DMP's

Agencies As DMP’s

Winds of change are blowing down the halls of major media agencies. The race to develop data management and audience buying platforms is on. Does this surprise anyone? I hope not. It’s a logical evolution and has been underway for … Continue reading

Posted in Agencies, Audience, Data Driven, Datanomics, DMP, DSP, Modeling, Trends | Tagged , , , , , , | Leave a comment
Proxy Metric Ghettos

Proxy Metric Ghettos

The digital marketing industry has insidiously trained itself to believe in marketing stories painted through the lens of proxy metrics. To a degree this is no different than any other medium. On the other hand, our digital world is rife … Continue reading

Posted in Agencies, Analytics, Brands, Client/Agency Therapy, Data Driven, Metrics & measurement, The Marketing Industry | Tagged , , , , | Leave a comment