Lost in all the DTC hype is that it never really was direct-to-consumer. Google and Amazon were always at the start and Facebook at the loose-end. They are where intent is most valuable – the first and last mile to your brain. Where you can be influenced the most. Powering direct-to-consumer for the products of… Continue reading To Compete With Platforms Become One
At many brands there is a conversation happening about the need for a Customer Data Platform. Likely, there is a champion from marketing or analytics that is passionate about the value it will create. Also likely, there are doubters in IT and Engineering who are managing the data lake and/or the DMP and/or the CRM… Continue reading Do We Really Need a CDP?
In my last post on CDPs I wrote about how important identity is to the transformational power of CDPs (Customer Data Platforms). I also wrote about how many CDPs there are. But here’s what I didn’t mention. I didn’t mention that how CDPs generate identity is the single biggest difference among CDPs. Sounds like an… Continue reading CDPs and Identity: The Great Unknown
Data and marketing are inextricably linked through time. So it’s no surprise the evolution of database technology continues to help marketers with more advanced strategies and tools. The past few years we have seen cloud based data warehouses like Redshift, Snowflake & HANA/BW continue to evolve. After a few stops and starts a central path… Continue reading CDPs: The Great Transformation
There’s a saying. There’s even a book. “All News is Local.” This past October I was invited to participate in The Future of Advertising and Publishing conference held at the Harvard Innovation Lab. The event was co-sponsored by the Tow Center for Digital Journalism at Columbia University, the Digital Initiative at Harvard Business School, and the Shorenstein Center on Media,… Continue reading What Happened to Local Publishers?
In 2007 Google feared for its future as the digital ad leader. There were two huge technology holes in their advertising business strategy that could be exploited by others. These were real threats. One was the browser. The browser controls the DOM (Document Object Model) which controls the delivery and experience of content on a… Continue reading The Threat to Google Advertising Dominance is Back – With Teeth
Act I: Crank That The year was 2007. Ten years ago. Microsoft bought aQuantive for $6.3B. Google bought DoubleClick for $3.1B. Yahoo bought Right Media for $680M. Display was poised to take massive amounts of advertising dollars from television over the next decade and become the dominant form of advertising. Microsoft, Google and Yahoo were… Continue reading The Decade of Display That Wasn’t 2007 – 2017