Roman Lenzen
Demystifying the Customer Data Platform
Customer Data Platform: The Definition The term Customer Data Platform (CDP) started to gain strength in the mid-2010’s. A CDP is a platform which consolidates all customer and touchpoint data, creates profiles, models and insights, and then uses those insights in targeting and optimization efforts...
The 2022 World Cup: Digital Video Viewership & Insights
!!!! feature image: https://pixabay.com/illustrations/soccer-world-championship-world-cup-7594709/ !!!!!!! World Cup 2022 The 2022 World Cup is underway in Qatar which will be watched by an estimated 5 Billion individuals, up from 3.6 Billion in 2018. No other sporting event garners as much world-wide passion and...
Marketing Attribution: Covering Your Bets
Marketing attribution: An Overview At casinos the house always wins in the long run. The odds are stacked in their favor but if you play blackjack, and count cards well, you can flip the odds on the casino. Marketing attribution is...
The Best Ideas Don’t Come From Conformists: A Digital Perspective Part 2
media source: https://stocksnap.io/photo/laptop-apple-V6JZXOHZRD Digital Video Ad Measurement, Optimization & Social Impacts Part 1 was focused on how digital ideas need to be tied to business opportunities with applications in digital advertising. Digital advertising has been around for decades in the form of static ads but...
NextGen TV: Interactive 4K Broadcast TV with Personalization & Ad Targeting
Source: Pexels NextGen TV is the next generation over-the-air (OTA) broadcast standard. OTA broadcasts have been around as long as TVs. Before cable came along nearly all TV content was received through local broadcast antennas. Initially, stations such as ABC, NBC, and CBS broadcast analog...
The Best Ideas Don’t Come From Conformists: A Digital Perspective
Imagination and opportunity drives technology. Microsoft: Co-founders Bill Gates & Paul Allen dreamed of a personal computer in every home and identified the need for software and an easy-to-use operating system. Bill & Paul dropped out of college, moved to Albuquerque, built BASIC and MS-DOS,...
Why Intelligent Cross Channel Response Attribution is the Way to Go
Response attribution, while challenging, provides tremendous benefits. Not only does it provide full visibility into channel performance, it may be used as an input to optimize long term media spend as well. The key benefit for cross channel attribution is to provide visibility into which...
There’s Gold in Them Mountains, No Seriously, and You’ll Find it Using Text Mining!
Forrest Fenn, an art collector from Santa Fe, New Mexico, has placed a 40+ pound bronze antique lockbox, filled with gold and other treasures, 'in the mountains north of Santa Fe' for you to find. The lockbox, and all its contents, have been estimated...
Blazing the Digital Big Data Analytics Divide: Is the Federal Government really helping?
Talk of federal budget cuts have not affected the big data evolution. In early 2012 the Obama administration announced their big data initiative with plans to spend hundreds of millions of dollars on big data R&D. As part of that plan, the...
Taking Online Analytics to the Next Level, Part 2: Building Your Online Ecosystem
In part 1 of this series I provided an overview of Google Analytics with Remarketing, a valuable tool set for online marketers that would like to target customers (both known and anonymous) online based on interests. But what if you want to integrate...
Taking Online Analytics to the Next Level, Part1: Google Analytics Incorporates Remarketing
Google Analytics has been a tremendous asset for marketers. It tells them where your site visitors come from, what they look at, and what they're most interested in. Google Analytics pairs seamlessly with AdWords and the two can be used to create highly targeted...
Big Data Analytics: An Evaluation of Leaders, Progress, and Community
KDNuggets.com recently released the results of their annual data mining software usage survey and the top 4 analytic software packages used are open source. The top 13 shown below (I don't consider Excel a viable data mining solution). Full survey results may...
The Social Network Cashes In and Analytics Plays a Role
Facebook is going public this week with an initial valuation approaching $100 Billion. That's a lot of money - is it a fair valuation? I'm not an IPO expert so I will not debate the valuation but I do know that a...
Digital Data Management Platforms: Great Idea but Continued Evolution is Needed!
Data Management Platforms (DMPs) provide a valuable service to online firms, especially online media organizations that generate most of their revenue through online advertising. What is a DMP? DMPs integrate online data sources, into one environment, in order to better empower online publishers...
Social Online Marketing: Hype is Over, Time to Show the ROI!
Online social marketing campaigns, used to drive traffic to a site in order to increase online engagement, have been around for a while but they are rarely an optimized process driven by ROI metrics. Why? The primary reason is due to the...
Analytics: 2011 in Review and 2012 Predictions
Now that the New Year is upon us it is time to review analytics in 2011 and look ahead to 2012. 2011 in review: Analytics became a Sport: Several analytic competition sites became highly visible in 2011, the most prominent being Kaggle.com. These sites...
Customer Analytics, Hype or Reality?
Customer Analytics seems to be one of the hottest topics in business today, with the newly coined 'Data Scientist' role in high demand. And with all hot topics there is hype and reality. The reality is that analytics can provide a big impact on...
Customer Analytics > Optimizing Your Collection Efforts Part 3
In a previous post I laid out the process to create the collections database and initial collections analytics during acquisition. This post will focus on how to utilize the database and analytics within proactive communications in order to optimize collection efforts then the...
Bridging the Actionable Analytics Gap > Part2: Back to Basics
I provided thoughts on how to bridge the actionable analytics gap assuming the analytic skills, tools and resource gaps are fulfilled and yet a large analytic divide still may exist in your organization. In this post I would like to go back and...
Customer Insight Visualization at Warp Speed
Customer insights are best delivered in a visual fashion, so the business constituencies may easily digest the information in terms they understand. To enhance your visualizations, and bring them up to warp speed, a time dimension should be added. Adding a time...