Category Archives: Modeling

The Gray Areas Of Digital Brand Measurement

Posted on January 27, 2012 by Jason Heller

As an industry, we have made several promises that we have yet to keep. The promise of accountability, while realized for direct response marketers, is still a conundrum for most brand marketers. In our somewhat-modern digital marketing age, we have … Continue reading →

Posted in Brands, Data Driven, Metrics & measurement, Modeling | Tagged , , , , | Leave a comment

Asking The Tough Questions

Posted on December 20, 2011 by Jason Heller

Sometimes the holidays provide just enough breathing room to think about important issues that you may not ordinarily have the time to deal with during the normal course of the rat race. Here are a few of the tough questions … Continue reading →

Posted in Analytics, Data Driven, DMP, DSP, Marketing Operations, Metrics & measurement, Modeling | Tagged , , , , | Leave a comment

In The Beginning, There Were GRPs

Posted on August 10, 2011 by Jason Heller

Once upon a time, the media landscape was a simpler place. Large-brand marketers had the ability to predict the impact of a specific level of media weight and develop campaigns around this process as common practice. Actually, this is still … Continue reading →

Posted in Audience, Brands, Metrics & measurement, Modeling, Standards, The Marketing Industry | Tagged , , , , | Leave a comment

Agencies As DMP’s

Posted on June 29, 2011 by Jason Heller

Winds of change are blowing down the halls of major media agencies. The race to develop data management and audience buying platforms is on. Does this surprise anyone? I hope not. It’s a logical evolution and has been underway for … Continue reading →

Posted in Agencies, Audience, Data Driven, Datanomics, DMP, DSP, Modeling, Trends | Tagged , , , , , , | Leave a comment

Dear Marketers, You Have an Attribution Problem

Posted on October 19, 2010 by Jason Heller

Hey direct marketers – guess what – you have an attribution problem. You may not realize it yet, but if you are running campaigns in multiple digital marketing channels like search, display, affiliate marketing, and comparison shopping engines, you are … Continue reading →

Posted in Ad Serving, Agencies, Data Driven, Datanomics, Metrics & measurement, Modeling | Tagged , , , | 5 Comments

CMO = Chief Modeling Officer

Posted on September 28, 2010 by Jason Heller

Today Ad Age reported that Best Buy is shifting more advertising dollars to TV this holiday season. The consumer electronics giant wouldn’t give exact figures, but it is increasing its spending by a low double- digit percentage. In 2009, it … Continue reading →

Posted in Data Driven, Datanomics, Marketing Links, Metrics & measurement, Modeling, The Marketing Industry, Trends | Tagged , , , | 2 Comments