Julie Baker

The Tide is Shifting to a Post-Ad Tech Era

Former Chairman of the IAB and CEO of Forbes.com, Jim Spanfeller, took a somewhat unpopular view in a room full of ad tech companies...

Embrace Your Digital Shadow

Alexis Madrigal published an article "My Digital Shadow" in The Week last Friday describing in great detail the subterranean data collection and exchange that...

How the internet radio audience is changing, well, everything…

As eMarketer recently reported, internet radio is in the midst of tremendous change. Its young, highly engaged audience is expected to double over the...

Turning audience data into revenue: Part II

In Part I of this series, we covered the first phase of turning your data into $. While this series has focused primarily...

Turning audience data into revenue: Part I

A few weeks ago Forrester released a case study on our efforts with client ESPN to maximize their audience data to drive marketing revenue....

ESPN: Maximizing Audience Data to Drive Revenue Growth

We have partnered with ESPN for over four years to build a Fan Relationship Marketing (FRM) capability and culture within the organization. What...

Time Magazine gets it wrong…so wrong.

"Abridged" versions online?  What a bad idea for the online reader and the publisher. Instead of full stories, Time Magazine's online readers get an abridged version (a...

A seismic shift from marketing efficiency to marketing effectiveness

The 2010 Forrester Marketing Forum focused at a high level on adaptive marketing.  What does that really mean?  Responding to the market, performance based...

Healthcare Goes Digital

The healthcare industry made up less than 1% of the total online ad market in 2008. But as patient populations migrate to this information...

Prestige for Sale

Ty Amad-Talylor, founder and CEO of FanFeedr (a real-time personalized sports feed), made the rounds last week with an article he wrote about the...

Fewer metrics, greater result

Most marketers typically have mountains of data at their fingertips but often struggle to translate the stream of reports in their in-box to actionable...

Measurement Should Be From the Customer’s Point of View

When sales are down, people ask questions. The answers are generally a litany of conjecture about what's behind the fatigue in the list, leads,...

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