The Return of Customer Lifetime Value
Performance Marketing
While the response tactics and ROI metrics of direct are in digital's DNA, one measurement has been mostly overlooked: Customer lifetime value, or CLV. Now Google is bringing it back [...]
Mastering Micro Moments: How to Win With a Connected Consumer
Performance Marketing
We’ve all seen the shocking statistics: consumers check their phones 150 times a day, etc. This reality has given rise to what Google dubbed “Micro Moments” — those little windows [...]
3 Ways Publishers Can Take Action Against Fraud
Programmatic fraud steals money from publishers’ pockets every minute and if we’re being honest, no one’s really sure what to do about it. Spoofed inventory is one of fraud’s most [...]
Why Net Neutrality Is a Marketing Issue
Performance Marketing
The Net may soon have gate keepers, a price tag or a throttle — and that’s something we should all be concerned about. Marketers, in particular, should be paying attention [...]
Engagement, Not Keywords: The Merging of SEO and Content Marketing
Performance Marketing
SEO used to be pure science. Earning high search rankings meant striking the right keyword density, maximizing backlinks and making sure each element of your website was as optimized as [...]
Are You Marketing or Succumbing to Google?
Performance Marketing
If your organization hosts a website, you probably already know the importance of seeding key search terms on your site. Search engine optimization, or SEO, is the method used to [...]