MakeBuzz Blog

Oct20

Can DMPs Roll With Change?

By Christopher Skinner

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As an increasing number of marketers shift budget to more accurate means of reaching their audience, cookies are likely to become a thing of the past. But what does this means for the ad technology and analytics built around them?

One recent article suggests that the cookie’s inadequacy is “starting to cast a shadow on a DMP landscape that has placed all of its chips on the third-party cookie.”
 
A timely example of the proliferation of person-based data is the re-launch of Facebook + Atlas.  This is a great technology that will link online impressions to offline purchases. But it still has shortcomings, specifically in its audience composition.
 
Bottom line is that DMPs that embrace the shift towards one-to-one marketing, and provide measurement that integrates the CRM data with third party data will continue to be a valuable tool. The question is, how many will survive the transformation?   
 

Posted October 20th, 2014 in Uncategorized,


Sep22

What’s Your Marketing Worth?

By Christopher Skinner

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Marketers have always been plagued with proving the direct impact of their spending.  As pressure mounts from the higher ups, CMOs still aren’t confident they can provide quantitative proof of their efforts.
 
DukeCMOSurvey-Measuring-Biz-Impact-Social-Mktg-Spend-Sept2014
 
As I’ve said before, to make an impact on a company, and provide measureable ROI, you must talk about how you can grow the business.  You must offer a compelling marketing framework for drilling into new markets and uncovering areas with the greatest potential for profit.
 

Posted September 22nd, 2014 in Uncategorized,


Sep16

Close The Gap Between Data and Action

By Christopher Skinner

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So many data-driven business solutions out there today are too complex and too mired in the details -- they don’t speak to the c-level mindset. There’s a layer missing in between the analyst and the executive that turns detailed insights into a basis for strategy. Executives aren't interested in small tweaks, they want compelling reasons to do big things.  

I remember reading that digital marketers were more likely to rely on data to make decisions than traditional because they didn’t have that “gut” feeling about it, it was more of an unknown.
 
A majority of marketers agree that to embrace the current marketing “revolution” you have to take a risk to succeed.  But people are most comfortable taking risks when they can predict a likely outcome, remove the uncertainty.
 
This survey shows that senior executives rely on their own intuition as much as data analysis when making big decisions.  Sometimes they don’t trust the data, more often they don’t understand the data.
 
PwCEIU-Data-Intuition-Big-Decision-Making-Sept2014


Don’t let data analysis “undermine the credibility of intuition or experience,” leverage it.  Make sure you close the gap between your analysts and your executives. Then you offer a predictable and profitable way to grow your business.     
 

Posted September 16th, 2014 in Uncategorized,


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