Analytics and digital decision makers in marketing

HBR sums up the trajectory and redefinition of Analytics, the capital-A version: Analytics, once a back-of-the-house research function, is becoming entwined in daily strategy development and operations. Executives who were pioneering early digital marketing teams 10 years ago are advancing to the CMO office. Already wired for measurement, they are often amazed at the analytics…
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Yelp management on competition in the market for local ads

Yelp COO Geoff Donaker and CFO Robert Krolik spoke yesterday at Morgan Stanley’s Technology, Media & Telecom conference. Their comments reinforced data from their recent 10-K (embedded below) about consumer growth and competition for local ad dollars. On the market opportunity and competition: Something like 50 million local businesses in the western world, most of whom advertise…
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Changes in advertising, attribution and offline retail

Earlier this week I joined Google’s telecom team at their Atlanta offsite to talk about mobile, attribution and related topics. My presentation is embedded at the bottom of this post but we actually spent the entire hour doing q&a. Attribution continues to be a central theme in advertising; more specifically, how do you build models…
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