Attribution Analysis and Campaign Efficiency – Getting More Bang for your Buck

June 15, 2009
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Here’s some breaking news – GroupM has formally announced the Media Innovation Group as a separately-branded business unit.  It happened at the 2nd annual GroupM – 24/7 Real Media Digital Summit last week.  This is the team within GroupM that delivers innovative technology solutions for the advertising industry including ZAP and B3, and while the [...]

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Google Proves That Reducing Data Latency Increases Targeting Precision and Campaign Lift

May 15, 2009
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I got some great advice from a couple of my favorite bloggers recently.  Daniel Tunkelang had several good suggestions, but the one that really stood out was that I should write faster.  :-)  And Andrew Chen suggested that I try to incorporate more real data and case studies into my writing.  I’ll do the best [...]

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Use Dynamic Message Optimization To Increase Campaign Response Rates

April 15, 2009
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Imagine the following scenario: 8:00am: You kick off the day with an online ad campaign using a mix of creative treatments. 8:30am: You detect that one of your creative treatments is generating 3x the response of the other treatments. 4:59pm: You realize that you should have turned off all of the failing creative treatments – [...]

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“We are Undergoing the Greatest Media Transformation in History”

March 28, 2009
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My headline is a quote from Mary Meeker’s “Economy + Internet Trends” presentation published just last week: Meeker Tech ’09 – Get more Business Plans Here are a few of my favorite slides: Advertisers are willing to pay more for behavioral targeting because behavioral data dramatically increases targeting precision and results in higher campaign response [...]

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Why it’s a Good Thing That Google’s Data Fetish Drove Away Its Top Designer

March 22, 2009
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Full disclosure: I am long Google. Here are a few of the headlines regarding Doug Bowman’s departure from Google: Google’s Data Fetish Drives Away Its Top Designer Google’s top designer quits, blames engineers Bowman writes on his blog, “When a company is filled with engineers, it turns to engineering to solve problems … I won’t [...]

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Link Roundup 3-20-09

March 20, 2009
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Here are a few snippets of info I found interesting this week: My favorite quote from “Media Companies: Fix Or Die” by Diane Mermigas:  “The most formidable danger for all media companies mired in the financial crisis is failing to innovate enough to grow in a recovering market.” In “Performance Marketing And Media Triage” – [...]

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Why Data Sampling Leads to Bad Decisions

March 12, 2009
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New technologies enabling terabyte-scale data analysis are causing a shift in the market away from sampling techniques.  This is good because reducing sampling results in more accurate predictive analysis, which leads to better decisions and ultimately produces good things like: Increased campaign response rates Increased website conversion rates Increased audience engagement Increased customer loyalty Chris [...]

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How To Increase Response Rates by Making RFM Better

March 12, 2009
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Here’s another argument for why performance matters – this time a simple one based on a simple concept:  RFM.  RFM is the foundation of database marketing (Direct magazine’s 2000 subscriber survey reported that at least 75% of consumer and 52% of b-to-b direct marketers maintain standard RFM indicators).  RFM is a simple linear modeling technique [...]

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Two Ways Performance Increases Targeting Precision and Response Rates

March 12, 2009
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Performance (specifically, query performance and data load performance in the context of a terabyte-scale data warehouse) increases targeting precision. Better targeting precision increases the relevance of content (or advertising) delivered to an audience through digital media. Increasing relevance leads to all sorts of good things, including: Increased campaign response rates for advertisers Increased user engagement [...]

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Hammer on Analytics

March 12, 2009
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“Analytics, at the end of the day, is going to be the endgame.” – Hammer Hammer’s take on the value of analytics is 2 Legit 2 Quit.  And he smells good.  :-)  If Hammer is taking analytics this seriously, you’d better be, too. Click here to view on YouTube. Thanks to Juice Analytics for creating [...]

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