Count Clicks All You Want, But Don’t Stop There

Media Life Magazine asked several media execs to answer this question: How do you talk sense to a client who insists on measuring the results of an online campaign based on what sort of click-throughs the creative is getting? Kerry Guard, senior connection planner at Wong, Doody, Crandall, Wiener in Seattle says, “the key is […]

Brands Are Not Yet Social, But The People Who Love Them Are

Harvard Business Review Analytics Services on behalf of SAS surveyed 2100 companies and found that just 12% of the companies surveyed believed they were currently effective users of social media, according to Media Post’s Social Graf blog. …almost nine out of ten respondents relegated themselves to the “ineffective” pile. But this is hardly surprising in […]

Wicked Party, But How Do We Measure It?

Metrics is the word of the day in client conference rooms and digital agencies throughout the land. But digital isn’t the only communications channel that’s being measured, or not measured, as the case may be. While client-side marketers say that measurement, evaluation and accountability are critical to measuring the success of sponsorship and event marketing […]

What’s The Big Deal?

The following ad is too overtly sexual to appear on network television. Which, of course, is exactly what helps lead to a viral hit online. At this time, the commercial has been viewed 2,577,747 times on YouTube. According to Palm Beach Post, ABC deemed the ad too racy for viewers of Dancing with the Stars, […]

Too Much Nerd Power Not A Good Thing For Brands

Writing in Ad Age, Tom Hinkes, former marketing director and current principal consultant at OutBranding, says “our biggest consumer brands are now managed by nerds.” It’s not a compliment. Great brand marketers are comfortable with ambiguity. They realize marketing is a balancing act — it’s numbers and detail, but it’s also flair and vision. It’s […]

Go Ahead, Measure This

Al DiGuido, CEO of Zeta Interactive, writing in Ad Age about what agencies might look like in five years, predicts: Data will dominate all agency activity — real-time messaging, real-time results and analysis. The day will come in which planners won’t plan without understanding the metrics of success. Creative teams won’t create without understanding the […]

To Me, “Does Social Sell?” Is The Same Question As “Does Advertising Sell?”

It may be a national holiday, but that’s not stopping Adweek’s Brian Morrissey from asking the hard questions in his piece published today, Does Social Sell? While digital channels and online interactions offer a plethora of data points, they don’t come with a set playbook for assigning value. Marketers have grown comfortable with formulas like […]

Fuel Industries Proactively Organizes CES Data

The Consumer Electronics Show in Las Vegas is a big time trade show with thousands of attendees from all over the world. Which makes it tricky to keep up with. That’s why Fuel Industries in Ottawa, Ontario invented TweetYouThere. Nick Iannitti of Fuel describes it as a simple social media tool to measure which brands, […]

Nielsen Sheds Some More

Nielsen isn’t done offloading its operating units. On top of the company’s recent sale of several prominent trade titles, Nielsen is now letting go of its box office reporting business. Portland-based Rentrak Corp. has agreed to acquire The Nielsen Company’s EDI division for $15 million in cash. According to LA Times: The deal will expand […]

Eyetracking Study Says Text Is Best

Many of us are busy trying to find that digital piece of gold known as a better display or banner ad. Leading this pursuit at the moment, are ads that are looking more and more like magazine ads, and in some cases TV ads. Yet, some might say that’s exactly the wrong direction. According to […]