Marketers Find the Least-Wrong Answers Via Modeling
Performance Marketing
Why do marketers still build models when we have ample amounts of data everywhere? Because we will never have every piece of data about everything. We just don’t know what [...]
Earn Consumer Trust Through ‘Surprise and Delight’ in a Post-Privacy Age
Performance Marketing
Recent consumer research from Pew Research Center shows we have some work to do persuading consumers to let us use data about them for marketing. Right now, the risks seem [...]
Developing Technology Standards to Support Privacy Regulations of the Future
Performance Marketing
Advertising has played a vital role in the Internet’s mass adoption. But, as the industry evolved, consumer privacy took a back seat. Today's technologies provide an opportunity to rebuild the [...]
Marketing Pros Provide Advice for Peers
Performance Marketing
When marketing pros provide advice, marketing practitioners listen. One of the high points of the New York marketing community calendar each year is the Silver Apple Gala hosted by the [...]
How Long Should Your Content Marketing Articles Be?
Performance Marketing
How long your content marketing articles are is critical to their success, but there is no one right length. How long any particular article should be depends on what that [...]
Stop Expecting Data Scientists to Be Magical: Analytics Is a Team Sport
Performance Marketing
Many organizations put unreasonable expectations on data scientists. Their job descriptions and requirements are often at a super-human level. “They” say — and who are they? — that modern-day data [...]
The Data-Inspired Big Idea: Why That Matters in the Ad Business
Performance Marketing
We are amid an age where consumers are royalty — and it’s the brands that serve them. Yes, data science is required to uncover insights and inform the creative strategy, [...]
10 Key Considerations When Selecting a Programmatic Partner
As publishers seek deeper efficiencies to maximize digital revenue, the concept of in-housing programmatic advertising is alluring. After all, it removes the middle-man and increases the revenue earned on every [...]
Purging (and Blocking) Bot Traffic From Email Reporting Metrics
Performance Marketing
How many “fake” email metrics are out there — spurious traffic measured in opens, clickthroughs, and other engagement metrics? How many of these email reporting metrics may be built into [...]
When You Fail, Don’t Blame Data Scientists First — or Models
Performance Marketing
The first step in analytics should be “formulating a question,” not data-crunching. I can even argue formulating the question is so difficult and critical, that it is the deciding factor [...]