Category Archives: Analytics

Marketers obsession with numbers

If I had to sum up a theme for new marketing it would be “quality over quantity”.  Too many marketers are still obsessed with numbers especially numbers that don’t mean a whole lot like impressions, reach, frequency and number of people that like your brand on Facebook.  Now don’t get me wrong Facebook has a substantial number of users but I would rather have 10 people on Twitter who talked with me than 100 on Facebook who “liked” me. Continue reading

Marketers digital capabilities lag

Spending on digital channels continues to rise. At the end of 2016, global spending on digital advertising was set to top $180 billion, according to Magna Global, which projects double-digit growth through 2020.  Unless advertisers improve their performance, they will need to outsource cam- paign development and execution, for which they will pay a heavy price in terms of consumer engagement. To add the most value, agencies need to improve their own capabilities, but the bigger opportunity lies in building long-term partnerships with their clients based on the development of mutual skills.

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Why content publishers are full of….

really-480How man times have you clicked on a story like “which celebrities have let themselves go” only to find that you need to click on 10 or more pages to read the content?  Then there are publishers that won’t let you read their pages because you dared to install an ad blocker!  It shows me that publishers and content providers just don’t get that the Internet is about users, not them. Continue reading