Advertising
Why Oracle is entering the digital analytics space 12 years too late
On March 10th 2017, Oracle announced that they will acquire the WebtrendsTM Infinity big data platform. It’s been a missing link in their Digital Marketing Cloud and in my opinion, it finally gives the Oracle Marketing Cloud a digital analytics collection capability. A marketing cloud platform needs a digital analytics collection capability to be complete. […]
Read MoreThe Value of CRT Positioning
Companies undertand the importance of refining their CRT (click-through rates). This is because as the rates are improved with higher ranked keywords, the companies’ income can also greatly improve. Essentially, to determine the CTR, ‘number of visits’ is divided by ‘number of searches.’ In previous research, summarised by Chris Soames, an analysis of CRTs from Optify […]
Read MoreCross-Channel Digital Communications Are More Effective Than TV and Radio Spots
Responsys announced a lot of innovations last week at their annual conference. The platform Responsys allows marketers to reduce their reliance on paid media by focusing on new school relationship marketing channels. It’s amazing to me how much companies spend to acquire traffic. About 95% of the budgets in the digital marketing space are spent […]
Read MoreFacebook is a Bad Investment
We like Facebook for its internet marketing capabilities. But at a valuation of $100 billion, it’s definitely over-valued. The world’s largest social media network only made $3.1 billion last year, with an income of about $1 billion – so that’s a valuation that is 100 times larger than its income. And Facebook has 800+ million […]
Read MoreFocusing on Content, Not Just Ads
For quite a while, the concentration in online analytics and tools to optimize results based on analytics revolved around ad optimization. It was a world of sellers. The focus was always on systems which could improve a company’s ability to recommend relevant products, increase conversions, and acquire traffic with increasing efficiency. The solutions were skewed towards helping the sellers […]
Read More“Your Ad Choices” and Self-Regulation in the Advertising Industry
On January 20 of this year, the Digital Advertising Alliance launched a campaign to inform the public about new forms of internet-based advertising, as well as ways consumers can protect their privacy online. Called “Your A Choices,” it is one of the largest US-based campaigns about consumer privacy to-date. Interestingly enough, “Your Ad Choices” was […]
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