Data

This category contains 68 posts

You Can’t Win If You Don’t Compete – Why Competitive Search Campaigns Are A Must for Advertisers

By Amanda Fiore and Oliver Nelson  Competitive paid search campaigns should always be a cornerstone consideration for your SEM campaign. While many industries understand the advantages of bidding against competitive terms we find healthcare and pharmaceuticals, in particular, continue to lag behind in their employment of these campaigns; we’re shocked each time we transition existing… Continue reading »

Marketing Lessons from the U.S. Election

Depending on how you voted, you’re either cheering this week or you’re doing your best to cope with the nation’s choice for President of the United States.  But whatever your political leanings, there are several important takeaways from this election cycle that we can apply to our own campaigns.  Let’s share some learning in the… Continue reading »

The Importance of Competitive Analysis in Advertising

Today we live in a world driven by technology. With the tap of a finger or click of a mouse, a vast amount of information is readily available for just about anyone’s use, including advertisers. In our interconnected world, accessible information has given advertisers an edge like never before. They have access to insightful information… Continue reading »

Hiding Behind Garden Walls

When have walled gardens ever been good for digital advertising? As an industry, we are doomed to repeat our history with walled gardens because we haven’t learned from it sufficiently.  The truth is that most ad-supported walled gardens end up dying after marketers struggle to measure them and either can’t come to any meaningful conclusion… Continue reading »

How to Filter Bias from your Media Plans

  On our way to becoming media generalists, we are first specialists.  And the medium we first specialize in can hold a special place in our hearts like a first summer crush. But solid rationale and a wide range of considerations are the drivers of successful campaigns, and letting our feelings get in the way… Continue reading »

Dismantling Accordion Media

“It does this,” he said, pulling his hands apart and then clasping them together repeatedly.  To me, it looked like he was playing an invisible accordion.  I was at my first agency gig, and this was one of my coworkers explaining how media planning and buying functions move from centers of excellence within a holding… Continue reading »

People of Ad Tech: SourceKnowledge President Patrick Hopf

SourceKnowledge President Patrick Hopf tells WIT Strategy Partner Bill Brazell that that the right data can explain the value of each consumer a company brings in. SourceKnowledge focuses on “post-click behavior,” and sometimes has to explain why its KPIs differ from those in common use. Music: “Morning Rays” by Jim Duffy. Used with permission.

How Low Cost Social Media Solutions Can Optimize Your Brand’s Social Presence

  By: Nicholas ReisGerzog Social media has been expanding rapidly in recent years, and has been propelled to the forefront of online advertising space. According to Statista, 78% of Americans are currently active on social media in some capacity and agencies are starting to take notice. As reported by Business Insider, social media spending grew an… Continue reading »

People of Ad Tech: Affinio CEO Tim Burke

Affinio Founder and CEO Tim Burke tells WIT Strategy Partner Bill Brazell that too many marketers are targeting “guessed personas” — making audience assumptions that are unnecessary in an age of deeper data. His company looks at what people follow on social media, rather than what they say, as an indicator of their true interests.… Continue reading »

When You Just Want to Talk: Natural Language Search

When You Just Want to Talk: Natural Language Search By: Jess Carson What’s the one thing we like whenever we walk into a store looking to find a product to solve a problem? Personalization. Every person has specific needs for their problems and the one thing everyone can agree on is this: No one likes… Continue reading »

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