Tag Archives | data measurment

Data: Beyond a Shiny Toy

In a recent interview related to WPP earnings, WPP’s CEO, Sir Martin Sorrell said, “The three main reasons why the ad market is struggling are because of digital disruption, activist investors and the low cost of capital money.” He went on to talk about the first reason – digital disruption – in the following terms: “[…] digital disruption creates opportunity, because it is changing the way people consume media, how items are produced and how products are distributed.”

Anyone surprised? I’m not. In fact, I’m shocked that this realization has taken this long to dawn. As an industry, we have been talking about data and its incredible impact on our businesses for decades.

Still, I feel that we are still relegating data to a “shiny toy,” rather than as an organizing principle. Why is this? Three reasons: Denial, Data “Lite,” and Segregation.

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Going Native: Where The Clicks Don’t Matter, But Real Measurement Does

It is no secret that modern audiences are continuing to accelerate away from traditional outlets and toward web-based content. This ongoing evolution has forced brands to change the way in which they tell their stories, as well as continuously adjusting the platform they are attempting to engage with their target audience on. One answer to this dilemma has been to utilize “Native Content.” While there are several other names for this strategy and content, such as native ads, sponsored content, and other terms in an ever-changing pantheon of buzzwords that exists in the digital marketing space, the fact remains that for the foreseeable future this will be something to consider when planning content and strategy.

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