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 at the Digiday Publishing Summit in West Palm Beach, Fla. yesterday. In essence, he said that the dizzying acronym...
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 occurs where with every visit over a dozen companies are logging your activity, dynamically placing ads tailored just for you,...
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 next four years thanks to smartphone streaming and in-car Wi-Fi. More access means more diversity, allowing listeners to personalize...
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 on the media industry, allowing us to cover the multiple revenue streams unique to that business model, the experience I'm...
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. That prompted a post outlining what we believe to be the four fundamental drivers of value in the media...
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 does this mean to them? It means maximizing audience data to drive revenue growth for the benefit of marketing,...
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 puny little paragraph) followed by three possible upsell suggestions: You can buy the issue on the iPad... that's helpful, thank you, when I am...
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 decision making, or understanding and integrating emerging platforms such as social? Triple yes, and the Forum covered them all. But all...
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 rich channel, that outlook is quickly changing. Healthcare is now projected to be one of the highest growth industries in...
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 rise of prestige as an online monetization model. Another damning article about the value of today's CPM, making the case...
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 outcomes for their business. These reports often reflect the competing interests of internal stakeholders. That's why when overhauling your measurement...
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, close rates or market conditions—and let's not forget everybody's favorite scapegoat, stale creative. Despite the flying conspiracy theories, no one...