Too many media planners are just blindly applying data layers on top of each other without actually analyzing the ROI of the different layers.
Moderation in almost anything in life is advised; in many cases it should be a requirement. I'm currently in Erkheim, Germany, a lovely town about 60 minutes west of Munich. Almost anyone I share this fact with is intrigued and tells me how lucky I am to be working in Europe. In many respects they are correct, except my travel schedule hasn't had any moderation as I have visited five countries in the last nine days and have had way too many work meetings. As a result, the quality of my current experience is being degraded due to an overload of what should be more enjoyable pastimes.
The key is moderation. A lot of buzz and discussion is constantly going around the ad industry about data, including behavioral data, first-party data, third-party data, contextual data, retargeting age, demographic data, remarketing data, and so forth. There are too many conversations about wanting to utilize more and more data and media planners just blindly applying one data layer on top of each other without actually analyzing the quality, consequence, overall worth, and return on investment (ROI) of the different data layers.
Below outlines three easy ways to know when you are data obese.
Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!
Tim Nichols is a founding partner at ExactDrive, a leading Self-Serve Online Advertising Platform with white label, reseller and managed service options available. ExactDrive plans, manages, and optimizes online advertising campaigns with the objective of delivering measurable value and empowering clients to find precisely targeted audiences. ExactDrive has offices in Washington, DC, Austin, TX, Phoenix, AZ, Santa Monca, CA and is headquartered in St Paul, MN.
IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.
An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising
If you're considering implementing a marketing attribution model to measure and optimize your programs, this paper is a great introduction. It also includes real-life tips from marketers who have successfully implemented attribution in their organizations.
September 23, 2014
September 30, 2014
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October 23, 2014
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