Category: User Experience
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Repeal the Personalization Tax! Get Relevant with AI!
Personalization (or for my friends around the globe, “personalisation”) is having a moment. It might best be described as “frustration.” With higher media costs and increasing cost-to-acquire new customers brands desire customer segmentation across the customer lifecycle. This is so they can personalize marketing across channels to grow existing customer LTV. Brands have invested in data…
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Become Strategic with Customer Segmentation and Lift KPIs
The idea that different groups of people want different things within a product, category and vertical is as old as commerce itself. According to the Association of Consumer Research, customer segmentation started in ancient Babylonia. By the 19th century Germany book publishers would only publish new children’s books in late Autumn to be purchased as…
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Goodbye Customer Data Platforms
Last night Myles Younger shared the a16z primer The Rise of the Composable CDP. As I was reading I was confused when it was written. Composable CDPs rose about 2 years ago after the SaaS vendorscape of CDPs with their long integrations and high fees were platformed themselves by what they were running on, namely…
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Always On – Marketing Use Cases for Streaming Data Apps
Marketing Cloud maturation means your Databricks, Snowflake, AWS, Azure and GCP instances are going to be more connected to real-time data streams and apps. For brands this data flows in the form of precious first-party data and unlocks a new world of marketing possibilities. Data modeling, machine learning and real-time algorithmic decisions will become the…
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The New Google Era
Something has been happening on the Google SERPs (Search Engine Result Pages). It is the very thing that the FTC just closed the case on. It is the delivery on the promise that Larry and Sergey made from the beginning. That Google would organize the world’s information and make it universally accessible. The keywords (pun…
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End of the CPM Experiment
The flag bearer of display advertising was always Yahoo. Their massive sales force stoked 15 years of equity into “the web banner.” Yahoo arguably had the greatest hand in providing the economic foundation for the entire web for many of its formative years. That is why nothing better symbolizes the collapse of that foundation better…
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Talkin’ 2011 Publisher Revenue Blues
"Well, I finally started thinkin' straightWhen I run outta things to investigate." -Bob Dylan It’s been a while since I’ve posted here at Optimize and Prophesize and even longer since I posted regularly. As has been the tradition here in all but my first year blogging in 2006, I provide a yearly recap of my…
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Building the Greenfields of Display
1990 marked 1 million cellular phones in the U.S. (there are over 300 million today). To support these phones the first cellular networks were created using very tall towers to operate. The purpose was to transmit large “cells” that could cover as wide an area as possible so subscribers could connect with the network. But…
Optimize & Prophesize 