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Author Archive
Attribution Management Helps Solve 2 problems: Yesterday and Tomorrow by Mike Lanese
Posted June 19th, 2009 under All Blogs, Attribution Management with No Comments
With all the (well-deserved) fuss over attribution management these days, it’s probably worth spending a little time on why it’s important from a macro, problem-solving perspective.
We think CMO’s and CFO’s are trying to solve two big problems:
1. Lack of Historical Insight
This is the Yesterday Problem. With all the complexity of running multiple campaigns across several different media, advertisers are unable to accurately determine whether their overall mix of online advertising ...
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4 Safe and Easy Predictions for the Future of Quantitative Marketing by Mike Lanese
Posted June 12th, 2009 under All Blogs, Quantitative Marketing with One Comment
I’ve read several articles and blogs recently that talk about the trend towards quantitative marketing.
A few weeks ago, for example, New York Times reporter Stephanie Clifford noted:
The shift to data-based campaigns is forcing marketers to learn new skills and drawing a new breed of worker to Madison Avenue. While most data executives now in the field came from media backgrounds, they are recruiting Wall Street math geniuses because ...
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Job Security Through PPC & CRM Integration by Mike Lanese
Posted March 29th, 2007 under All Blogs, CRM, PPC with No Comments
Let's assume you're a search marketing ace at a mortgage company and you're running a PPC campaign for three keywords on Google. Your boss, we'll call him Bruce (but his real name is Eduardo), is trying to figure out whether he can justify his enormous monthly Adwords budget. So he asks you a seemingly simple question: “Which keyword is performing the best in the campaign?”
You recently passed the Google test, ...
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