Optimize & Prophesize

Category: Display

  • Why CPM Should Die

    According to TRUSTe 90% of consumers report that less than 25% of ads they see online are relevant. 58% said 0-10% of the ads were relevant. Display + Irrelevance = Banner Blindness Think of all those wasted millions. We’re moving forward with new companies like Lotame but clearly we have a long, long way to…

  • The Power of Brand to Influence Outcomes or Why Brands Will Always Rule Digital

    We all know power has shifted in the marketplace to consumers. Consumers have a more active and faster growing voice than ever before in the ultimate success of products and services. We wield this power through reviews, recommendations, social networks, message boards, blogs and most importantly our digital actions – quantified and delivered to marketers…

  • Multivariate Testing Overview

    Part 1: Introduction to Factorial Designs I’m not sure how many parts this overview will be but since it seems MVT has finally “arrived” I’m starting at the beginning and hope to pound out a complete overview in the next month or two of every important factor to understanding and being successful with multivariate testing.…

  • iTuning Madison Avenue

    Facebook’s hiring of Sheryl Sandberg who helped build Adwords is another big step forward on the path of media buying automation and optimization. In two years everyone will be within reach for every brand and business large or small. It will all be about targeting. Google, MSFT, FIM and Facebook, who between them touch just…

  • Chris Anderson on the Two Dimensions of Quality

    There have been a few occasions where clients have taken my page layout and messaging work in powerpoint, skipped the design stage altogether and converted these glorified wireframes to HTML. One time it was spite, another time it was money (isn’t this an Eagles song) and another time it was time. In all three events…

  • RAMP is Born to Run

    Two and a half weeks. That’s all it’s been since I left to start my own company for the third time in the past decade. In that brief period I’ve signed four clients including leaders in Social Media, B2B Services, Politics and Auto. Every day is filled with talking to prospects, potential investors, potential employees,…

  • Behavioral Targeting Standards – RIP BT 1.0

    At last Monday’s OMMA Behavioral event sponsor Revenue Science launched the day by declaring the need for industry self preservation, err, regulation with the establishment of the Revenue Science Behavioral Targeting Standards Consortium. Actually, it’s officially just called the Behavioral Targeting Standards Consortium though there is no consortium yet and the group’s domain is owned…

  • Speaking at OMMA Behavioral

    Monday I’ll be moderating a panel at OMMA Behavioral in New York City. It’s an important day for those of us that work in onsite optimization since this is the first time we’ve been represented with our own session at OMMA Behavioral. It will not be the last. This session has a stellar group and…

  • Yes, Email is Your Social Graph

    I know this has been written before but in the past few days it hit home for me as I’ve contacted my network to update them with professional information. Email is your social graph. In less than 2 years I’ve collected over 800 emails. This is just the list of people I’ve emailed not people…

  • Moving On from OTTO/Offermatica/Omniture

    In March of 2006 when I met with Matt and Jamie Roche, CEO & President of Offermatica, we agreed that the market was not ready for OTTO Digital. That didn’t stop us – it inspired us. We had an opportunity to create something groundbreaking and we were confident the market would catch-up to us. How…

  • B2B Social Networks – Yes!

    On Tuesday I was interviewed by The Denver Post for an piece on Social Networks in the B2B space. The very next day I saw this poll on where Social Networks have the greatest business opportunity from participants and attendees (mostly VCs & C-level execs) at this week’s AlwaysOn conference. I was pretty shocked at…

  • The Brand Optimization Revolution – The Metrics are Coming! The Metrics are Coming!

    A common trait I find among many “red-coat” marketers is a lack of respect for the collective intelligence of consumers. This expresses itself in many ways. One is the “we know what our users want” mindset. Another is the Boston/NY-SF/LA view that folks in Middle America are unsophisticated and stupid. These attitudes are constantly reflected…

  • Platforms, Applications and the Future of Digital Marketing

    REST APIs, Rules and Relevance In the user controlled medium that is digital advertising success is predicated on delivering relevance. Nowhere is this exemplified better than the success of search where there is a data input (rule 1) and multiple additional rules (geo and behavioral) that results in the delivery of content believed to be…

  • Why We Need Many Metrics to Answer the Same Two Questions

    One of the things that has drawn my ire recently is the shouts from agencies, media buyers and advertisers that more ad spend would come into digital if there just weren’t so many metrics and tools for gathering analytics. I have news for them. The spend is coming and nothing will stop it. Digital is…

  • Can Google Make You Notice Ads?

    128 million unique people a month use Google. 53 million uniques a month use YouTube (an amazing 92% increase since Google’s acquisition a year ago). With millions of page views a day from people across these two properties you work that to your advantage. There has been conjecture about the cross-property strategies that Google may…

  • Convenience Always Drives Online Results, Not Just at Holiday Season

    Despite lots of negative predictions online shopping increased this holiday season by 22.4% according to Visa. That follows a 26% holiday lift in 2006 and 25% increase in 2005. This rise is attributable to <a href="http://www.optimizeandprophesize.com/jonathan_mendezs_blog/2007/05/convenience_mar.html “>the convenience of online that I blogged about back in May. The holiday season amplifies this but it is…

  • Optimizing Viral Marketing

    On the face of it, viral marketing optimization (VMO) bears little resemblance to more established digital marketing practices. In retail and lead generation the basic principle to optimizing conversion is long established as driving people into the funnel and then pushing them down it. Viral Marketing turns this funnel upside down. The viral marketing end…

  • Webinar, Podcast & Speaking on Personalization, Targeting and Testing

    Over the next week I’ll be doing what seems like a quite a bit of evangelizing — hopefully it is more of a knowledge transfer than anything else. 3 Proven Approaches to Delivering Targeted Content – Webinar This is an Omniture webinar I had the pleasure of doing with Charlene Li of Forrester Research. Charlene…

  • 5 Ways Google Might Monetize Natural Search Results

    One topic you don’t hear much about is monetizing natural search engine results. Lately however, I’ve been thinking about it in regards to Google. The vast majority of search behavior (roughly 70%) is taking place on the natural links — and this pattern seems to be rather stable. I don’t anticipate most of these ideas…

  • Creating Intent in Digital Media – Part 2 & 3

    Part 1 focused on three types of digital media and cross-media and looked at what the future may hold for intent creation in each. Part 2 looks strategically at creating intent and Part 3 is a case study. Goals and Intentions For the most part, people are consistently in goal or intent (I use these…