Advertising Incrementality Measurement using Controlled Geo ...
by A/B testing and real-time optimization of offers, themes, and budget allocation.
Sunil Gupta • Driving Digital Strategy: A Guide to Reimagining Your Business
The company recently rolled out an expensive behavior-targeting system, which brought no significant lift in outcomes—online or offline.
Avinash Kaushik • Web Analytics 2.0: The Art of Online Accountability and Science of Customer Centricity
programmatic media buying, real-time marketing, data mining, geotargeting, and retargeting
Sunil Gupta • Driving Digital Strategy: A Guide to Reimagining Your Business
a management system that uses real-time analysis and mathematical models to help marketers decide how to allocate their online advertising media spend across search, display, and social to maximize return on investment (ROI).
Ray Velez • Converge: Transforming Business at the Intersection of Marketing and Technology
Ad networks, most notably Facebook and Google, provided solutions to advertisers’ buying problems. The main thing they provided was more data on consumers.
Adam Keesling • Explaining a16z's Investment in Substack
sari added
Digital ad efficiency = Scale * Likeliness of ad to be clicked * Targeting Accuracy
Rohit Kaul • Reddit’s missing business model: Embedding commerce in culture
sari added
(and offline, if you use unique landing page URLs in your offline ad campaigns). Use that information to inform your investment decisions:
Calvin Jones • Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation: Volume 1
Now, for the first time ever, you can capture the results of your advertising in practically real time, and adapt your digital campaigns on the fly to maximize return on your digital marketing investment.