Google Hasn’t Killed Attribution Modeling – It Never Really Worked To Begin With

“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Nico Neumann, assistant professor and fellow, Centre for Business Analytics at Melbourne Business School. Following Google’s announcement to no longer share user IDs externally, some industry voices have raised concernsContinue reading »

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Once Feared Obsolete, Physical Retail Stores Are Key To Omnichannel Revenue

“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Joe Apprendi, general partner at Revel Partners. In the world of retail, brick and mortar still dominates. Yet trouble is clearly lurking and there are serious questions about the fundamentals of brands wholly reliantContinue reading »

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What Does The Future Of The Marketing Clouds Hold?

“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Kevin Akeroyd, CEO at Cision. When I first started out in the marketing business, there was no such thing as the cloud. Back then, data-driven marketing involved catalogs, direct mailContinue reading »

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GDPR: The Controller Vs. Processor Hot Potato Could Hurt Consumers

“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Travis Ruff, chief information security officer at Amperity. With much anticipation, the General Data Protection Regulation (GDPR) is here. As it takes effect there is still a debate about whichContinue reading »

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Attribution Is Nice, But Who’s Taking Responsibility For Validation?

“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Maor Sadra, managing director and chief revenue officer at AppLift. If attribution is the commodity, shouldn’t anti-attribution-fraud measures be baked into offerings rather than billed as an add-on product? CreditContinue reading »

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Virtual Influencers: Great Potential And Many Legal Unknowns

“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Richard Eisert, partner at Davis & Gilbert. The increasing prevalence of bots and other automated systems on the internet has roiled the digital ad industry over the past few years,Continue reading »

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For Better Targeting, Look For Clues In The Human Mind

“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Lindsey Harju, co-founder at Blinc Digital Group. Many in the marketing and ad tech worlds believe we’ve evolved as a society into superior beings, and in many ways, that isContinue reading »

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Vendors Shouldn’t Fear Incrementality

“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Alexei Chemenda, chief revenue officer for apps and managing director, US, at Adikteev. Most marketers use return on ad spend (ROAS) as the benchmark for their retargeting campaigns. The problemContinue reading »

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Data-Driven Marketing After GDPR

“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Maciej Zawadziński, CEO at Clearcode. It seems like the General Data Protection Regulation (GDPR) leaves marketers with only one choice: Comply with the new law and say goodbye to ourContinue reading »

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The Psychology Of App Usage: Targeting Motivations, Not Models

“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Taylor West, general manager, North America, at Zeotap. The eyes may be the mirror to the soul, but your smartphone is the mirror to everything else about you. In theContinue reading »

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