Microsoft has announced its intentions to make "Do Not Track" a product default in the upcoming Internet Explorer. In case you haven't been following the story, this means that companies abiding by "Do Not Track" will no longer gather user-specific data from Internet Explorer -- which holds roughly 37% of the US browser market -- unless users explicitly opt in to have their data reported. The marketing community is obviously less than thrilled at the prospect of so much online data going dark, and have strongly urged Microsoft to reconsider.There's been plenty of time for some great thinking to emerge ...» 2 Comments
Last click, as a measure for the performance of digital media, was king for most of the Internet era. Now that its reign is over, the industry must work together to ensure a streamlined attribution ecosystem. The accurate valuation of media is essential to the health of the digital advertising marketplace, as is a more efficient media planning and buying process. Our industry has the chance to seize the great opportunity of this new era by facing its immense challenges now, in the early stages of its development.» 5 Comments
Without indulging your scientific side, and going strictly on your powers of perception, it is clear that we live screen-infused lives. We also live lives filled with multitasking. Some of you may say that observations about people who work in media, marketing, and data are skewed toward multiscreen users and multitaskers -- and you would probably be right. That's why we talk to consumers regularly. We seek their input on what they do, buy, think, feel, and so on. We measure their behaviors, attitudes, beliefs, opinions, shopping habits, and more.» 0 Comments
In light of the Facebook IPO and Facebook's plans to sell premium inventory via API, it's worth pausing to take stock of Facebook metrics. It turns out, the metrics on Facebook are an example of a wider growing phenomenon in digital media: the metrics of silos.» 0 Comments
I authored a MediaPost article last June that asked the question "Can the Accuracy of Attribution Be Validated?" It examined a number of the most common marketing attribution methodologies of the day, and challenged readers to think about if and how the accuracy of each could be mathematically corroborated. The topic sparked a lot of guesses and a lot of dialogue, both online and in conversations with readers. Given the diversity of opinions, I thought I'd revisit the topic and provide the answer that I withheld in that original piece.» 2 Comments
Attribution models have emerged as a powerful tool for helping advertisers understand which parts of their marketing efforts are driving sales. An attribution model works by assigning partial credit to each advertising event that influenced a user to convert, and can generally be separated into simple models and advanced models. Simple attribution models use predetermined weights to assign credit to each ad, while advanced attribution models use a more scientific approach.» 9 Comments
Have you been basing your ad buys on "effective cost per thousand impressions," or eCPM? The problem with using eCPM is that, while the cost may be effective, the impressions themselves aren't necessarily so. Wouldn't it make more sense to use "cost per effective impressions," or CPEM?» 1 Comments
Industry discussions of viewable ad impressions and cross-media platform comparability using common metrics have become more frequent and more intellectually robust as Making Measurement Make Sense (3MS) has continued. 3MS is the cross ecosystem initiative that is a joint undertaking of the ANA, the 4A's and the IAB, facilitated by Bain & Company, that is changing measurement as we write this column. One question on everyone's mind as we try to determine how to prepare for the pending change in standards is: What is the status of the viewable impression pilots?» 2 Comments
Recently, Forrester Research published the research reports that ranked marketing attribution product providers for interactive and cross-channel attribution. It's important for a marketer to understand that attribution is a means to the end, and the report stressed that marketers must make use of all of their data to utilize attribution effectively.» 0 Comments
Data can be the secret weapon for getting closer to customers, understanding them and delivering the right communications to the right person at the right time. Here are eight data-driven marketing improvements any company can use to become more customer-centric:» 0 Comments
