AttributionPeople-Based Marketing

Two key insights from our webinar on the future of digital marketing metrics

Last week, we hosted a webinar on digital marketing metrics, and how we see the future of reporting shaking out. In short, we think there's a problem with the current state of metrics, and offered what we see as some solutions. Let's start with the problem(s). Only a quarter of ad spend ever hits real people, according to the Association of National Advertisers. A recent report from GroupM put the costs of ad fraud in…
Dan
September 16, 2019
AttributionMulti-Channel

Black Friday is exciting for marketers… and also a bit terrifying

Black Friday and Cyber Monday are coming. That’s great news for retailers, small business owners, car dealers, big brands, and just about anyone with a product to sell or a message to push. Marketers of all types anxiously await November 29th. But Black Friday and Cyber Monday are also full of noise and pressure. (Note: we've got three simple ways to cut through that noise and pressure, which we'll go over in our free webinar…
Dan
September 11, 2019
Audience InsightsData

How to audit your paid search strategy and make sure you’re not wasting money

Let's talk about a free paid search audit. You know that paid search is vital to finding your next customer. And you’re familiar with the essentials of doing it right. But you still have specific questions about your paid search account and whether you’re capturing as many customers as possible with the budget at your disposal. Are you reaching the right people? Are your campaigns as targeted as possible? Where are you wasting valuable marketing…
Dan
September 3, 2019
Multi-ChannelTargeting

Ad fraud is still a huge problem for mobile. Here’s how to not be a victim.

Mobile app ad fraud is still a huge problem. PubMatic recently released its quarterly mobile index for Q2, 2019. Among the findings in the report: the mobile advertising ecosystem, although improving, still isn't clean. The report referenced data from DoubleVerify, which in April said that impressions for mobile app sophisticated invalid traffic (SIVT) have doubled year-on-year since 2017, and that the total number of fraudulent apps increased by 159% from 2017 to 2018. If you're…
Bridge Intern
August 29, 2019
Multi-Channel

Here’s how to use the single-keyword ad group strategy

Though there are many different ways to approach structuring your paid search account, one approach stands out from the rest: single-keyword ad groups. Previously, we've talked about what exactly paid search is, and the essentials of doing it the right way. Now, we're going to focus on the single-keyword ad group strategy. In short, single keyword ad groups create a one-to-one relationship between the keyword being searched and the ad copy that is eligible to…
Dan
August 26, 2019
Marketing

Traditional marketing metrics are broken. Here’s what to look at instead.

The metrics that digital marketers have to deal with are bad. There, we said it. Open rates. CTR. Impressions. While offering bits and pieces of the story, none of these metrics actually tell you if a real person saw your message, engaged with it, and bought your product. Sure, old-school metrics serve a purpose -- it’s nice to know when one email outperforms another, so you can take note of its subject line, for instance…
Dan
August 23, 2019
People-Based MarketingSegmentation

Let’s end the confusion around “people-based marketing” once and for all

This is the latest edition of our "Big Ideas" newsletter, a monthly missive on the larger issues in the digital marketing industry. If you'd like to subscribe, click here. Hi all, “People-based marketing.” It's a phrase that gets thrown around in our industry too much. Like such overused stalwarts as “holistic,” “disruptive,” and “synergistic,” “people-based marketing” is being used by companies that don’t actually know what the term means. So let’s end the confusion: a true people-based…
Dan
August 22, 2019
CulturePeople-Based Marketing

We made the Inc. 5000 for the third year. Here’s why we’re excited for the rest of 2019 (and beyond).

We’ve got some news. We’re excited to announce that we’ve been included in the Inc. 5000 for the third time. The list is an annual guide of the 5,000 fastest-growing privately held companies in the U.S, and we’re in esteemed company. 2019 has been great so far, and the best is yet to come. Here are some reasons we’re grateful for the past 12 months -- and pumped about what’s in store. We continue to…
Dan
August 21, 2019
Multi-ChannelPeople-Based Marketing

Let’s talk about what paid search is (and what it isn’t)

Paid search, SEM, and SEO are three different things that have, over time, become entangled and mischaracterized in the digital marketing conversation. SEO was previously considered a component of SEM. But doing SEM didn't always mean SEO was a part of the effort. But when it was, SEM was paid search + SEO. Confused yet? Probably. Because it’s confusing. (And needlessly so.) So let’s clarify some things. For the purposes of this article, we’re going…
Dan
August 15, 2019