Russian novelist Vladimir Nabokov once said, “There is no science without fancy and no art without fact.” Developing a successful ROI strategy in the new marketing landscape involves equal parts art and science. It’s a brave new analytics world, where analysts and creative directors embrace collaboration. It’s about moving past “rear-view” analytics, and using predictive modeling to fuel business decisions. It’s about finding the levers to pull, before they need to be pulled. It’s about making everything our clients do smarter.
Are you measuring the interplay and overall performance of your combined paid, earned, and owned digital media channels? Here’s a 5-step process to discover which elements are driving the…
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More often than not, when two people or groups are trying to compare metrics, they do not match because the comparisons are not “apples to apples.” Without consistent definitions for data…
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Economically, 2011 is shaping up to be a challenging year. Key measures are all trending down, and global equity markets are in retreat. But this doesn’t mean that we stop marketing. Instead, it…
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The term “gamer” used to conjure images of guys locked up in basements playing video games all night. But over the past few years gaming has increasingly become part of our everyday life.…
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As part of Omnicom’s strategic partnership with the University of Pennsylvania’s Wharton School, Organic engaged with the Wharton Customer Analytics Initiative to dive into the great online…
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With many predicting the death of the ad network, 2011 was supposed to be a watershed moment in the world of display advertising. Much of what was trumpeted was that greater transparency…
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When I began this job under the title of “Marketing Intelligence Intern,” I had no idea what to expect. My digital analytics knowledge was nominal and I was an entry level Excel user. Before I…
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With billions of downloaded apps, projected revenue of $15.1 billion in 2011, and smartphone sales up 85% year over year, businesses interested in creating a mobile app need to deploy mobile…
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Let’s switch gears for a second. We’ve been talking about brand gTLDs, now I want to discuss non-brand gTLDs – things like .camera. Would having a non-brand gTLD impact traffic…
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In a word – no, you do not *need* a generic top level domain (gTLD). There are a host of arguments that purchasing a gTLD will do nothing for your paid and natural search results. Let’s…
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Arthur H
Commented 10-3-2011
Great post Michi, it's definitely hard to ID the tendencies of the average…
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