Optimize & Prophesize

Category: Display

  • Testing and Optimization for the Holidays

    It’s over 100 degrees today in New York City however my mind is thinking about freezing cold mall parking lots that don’t have a parking space. What does that mean? It means that now is the time to start optimizing for what will likely be the largest online shopping season ever. So, where and how…

  • Intelligence Through Impression Data

    Following my first post in the series on Branding and Search, NY Times has a piece on how Impression data can be used for business intelligence (BI) somewhere buried in this puff piece on John Battelle (who’s his PR guy?) and Google. So I’ve been thinking over the holiday… Why aren’t search impressions valued more?…

  • Branding & Search – Part 1

    Branding Intelligence and Search For more and more of us each day search is the pathway to our experiences with brands and products. If as I believe, brand is ultimately defined by one’s experiences with the product, then the search engine results page is for many the first impression of your brand. Making search and…

  • Microformats and Marketing 3.0

    Microformats may be the most exciting and important project currently being advanced in the next generation of the web. This is beyond Web 2.0 to 3.0. Yet, like many of the great web 2.0 advances it is rooted in ideas that have been around for a long time and microformats are already in practice. Technorati…

  • Testing Ad Creative on Google

    For a long time it has been very difficult if not impossible to determine conversion rates on PPC ads in Google’s AdWords. Times have changed. Using multivariate testing Offermatica’s technology can not only test the conversion rates from each of multiple ads in an AdGroup, but it can tell you the impact each one of…

  • Creative License is Dead. Long Live the Customer

    With all the talk about Advertising moving towards a more measurable and quantifiable future one thing that is almost always overlooked is the impact this has on creative design. The design skills and process necessary to execute great ad creative are changing. So too will be the role designers play in the ultimate success of…

  • Relevant Design

    Made possible through the use of front-end and back-end web 2.0 technologies, Relevant Design merges the best values of persona based design with those of goal based design. Relevant Design is an executable platform with its own methodology to test and deliver targeted messaging to the goals of specific personas. Relevant Design creates unique rules…

  • Rolling Loaded Dice

    Predictions are risky business. The top gamblers in the world, the ones who actually make a living gambling are only right little more then 50% of the time. Branch Rickey, considered by many the greatest baseball mind that ever lived wrote this scouting report, “There have only been two young pitchers I was certain were…

  • Simplicity and Ease

    If it’s simple it’s easy. If it’s easy it’s not difficult. If it’s not difficult you don’t mind doing it. If you don’t mind doing it you are more likely to like it. If you’re more likely to like it you’re more likely to do it again. If you’re more likely to do it again…

  • Spastic Comcastic

    For the past 4 years I have purchased Major League Baseball’s premium cable TV package. It costs around $160 for the seasons and I’m sure my cable company Comcast and MLB are making a tidy profit. While it has been on my radar to order it again this season I just haven’t had a moment…

  • 2.0 Expectations & Relevance

    “People have the power.” -Patti Smith Web 2.0 is not a so much a technological revolution as a cultural one. Such is the power of the people or as we marketers refer to it, critical mass. The irony and challenge is that 2.0 marketing success will be predicated upon dividing this mass and making sense…