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Showing posts from April 14, 2018

Solving for cross-device complexity with multi-touch attribution

I’m going to let you in on a secret: Marketers are human, too. Don’t tell anyone I told you.Because marketers are human, we understand the richness of the customer journey, from initial inspiration or yearning to final sale. But dealing with that complexity is not always easy.As marketers, we have more ways to reach potential customers than ever before, with new channels maturing at remarkable speed. Now it’s not only mobile, desktops and tablets that we must factor into our media plans and attribution models, but also new channels, including connected TV, smart homes, virtual reality and augmented reality.Each channel contains different opportunities for brand exposure — whether social, display or pre-roll — and we must now contend with micro conversions that might occur along the way, increasing cross-platform complexity and the impact of remarketing efforts.[Read the full article on MarTech Today.]The post Solving for cross-device complexity with multi-touch attribution appeared fi…

Where software innovation is needed today: Martech

A senior-level executive asked me for advice the other day. For the past 15 years, he had worked for a company that sold software to publishers and loved the challenge of helping to invent a new industry.But as the market matured and his company was acquired, and then was acquired again, he realized that the heady days of constant innovation were over. Where should he go to get that same adrenaline rush and make a real impact?My response was immediate: marketing tech platforms (aka martech).This isn’t to say that publishers are no longer buying software. Quite the opposite is true. But every component of the publisher ad tech stack, from quote to billing, is dominated by clear market leaders — Salesforce, Google, Domo, Oracle — just to name a few, as is typical in mature markets. If you want to work in a field that’s wide open to new players, the sell-side ecosystem is bound to disappoint, because it’s locked up.[Read the full article on MarTech Today.]The post Where software innovati…

Marketing Day: YouTube’s top ads in March, Gmail’s coming redesign & 6sense buys ZenIQ

Here’s our recap of what happened in online marketing today, as reported on Marketing Land and other places across the web.From Marketing Land:Did your ad work? The ABC’s of People-Based Testing
Apr 13, 2018 by Digital Marketing Depot
You’re prepping for an important ad campaign, and you’ve got several different pieces of creative ready to go. With the help of your tech partners, you deploy several highly targeted ads across social media platforms and publisher sites, reaching viewers on desktop, mobile devices and connected TVs.Google’s ‘International Women’s Day’ spot was most watched ad on YouTube in March
Apr 13, 2018 by Amy Gesenhues
YouTube’s top ten ads in March earned 82.1 million total views, and Google’s “Searching for Gender Equality” accounted for more than 40 percent of them.Gmail’s upcoming redesign to include more app integration, smart replies & offline support
Apr 13, 2018 by Amy Gesenhues
Google sent Gmail users an announcement earlier this week outlining a new ‘…