5 Steps To Measure The ROI Of Digital Media Channels Are you measuring the interplay and overall performance of your combined paid, earned, and owned digital media channels? Here's a 5-step process to discover which elements are driving the most value.
Updated Tue Jan 3, 2012
Best Practices For Online Direct-Response Marketing Economically, 2011 is shaping up to be a challenging year. Key measures are all trending down, and global equity markets are in retreat. But this doesn’t mean that we stop marketing. Instead, it underscores the need to ensure that our direct-response efforts are as effective as possible.
Updated Tue Oct 4, 2011
Does Using Demand-Side Platforms Help Determine How Effective Your Advertising Is? With many predicting the death of the ad network, 2011 was supposed to be a watershed moment in the world of display advertising. But is the Demand Side Platform model really giving us any greater clarity about how our ads are doing?
Updated Thu Jul 28, 2011
Search Advertising And Auction Transparency What do the Federal Reserve's Quantitative Easing program (which ends this month) and online paid search have in common? More than you might think--as pricing for both use a form of auction models.
Posted Thu Jun 23, 2011
The iTunes Economy And Data Transparency From an advertising perspective, Apple's lack of financial transparency within the iTunes economy is frustrating if not troubling.
Updated Wed May 11, 2011
Your Brand Has Thousands of Facebook Fans--What Is the ROI? Ultimately all consumer touch points are about one thing--driving sales.
Updated Wed Apr 6, 2011
Your Brand Has Thousands of Facebook Fans--How Much Is That Worth? The viral video of a cat on a trampoline often seeks nothing more than the bragging rights of the number of views that it generates. In contrast, well executed brand-based social media campaigns strive to raise consumers' awareness and improve brand opinion--while driving trial and conversion.
Updated Mon Apr 4, 2011
It Takes a Village to Drive Predictive Analytics It’s a brave new analytics world and combining the right team players with the right data types can yield highly accurate models that quantify the complex relationships between marketing activities, sales and the economy. Organic, Inc.'s Steve Kerho shows you how to manage all of these predictive modeling factors.
Updated Thu Mar 10, 2011
The Passive Search Conversation Rate and the Value of "Free" Media Just because search impressions are difficult to directly measure doesn't mean we can't employ some creative modeling solutions to gauge their impact. There are several statistical techniques we can use to measures correlations between search impressions and other online behavioral data.
Updated Mon Feb 14, 2011
Predicting the Growth of Your Social Network The ability to gauge a marketing campaign in action is essential and exists for most traditional channels. The most glaring exception is social media. Organic's Steve Kerho unveils a new way to examine an initial campaign splash to determine whether to expect a tidal wave or just a few ripples in the water.
Updated Tue Dec 14, 2010
A Paradigm for Marketing Optimization Most marketers understand the importance of performance measurement and the need for ongoing optimization of all marketing efforts. While the need for this is obvious, the correct application of the right process is often not.
Updated Mon Dec 6, 2010
It’s an App, App, App World: Are You Ready to Add Mobile Apps to Your Plan? Most marketers believe that the last thing they need is another media channel to consume their already limited resources. But native apps, especially those for tablets like the iPad, create a very rich opportunity for marketers to engage with consumers.
Posted Thu Oct 28, 2010
The Dream Team: Fully Integrated Creative & Analytics It is no surprise that most digital agencies and internal digital marketing departments now have a separate team focused on Analytics. What is surprising is the often poor working relationship and lackluster integration between the Analytics and Creative teams.
Posted Mon Sep 27, 2010
Your Brand Website Metrics: Why They Matter Every CMO's monthly schedule now includes the requisite meeting with the digital team to review last month's brand Web site dashboard. But let's be honest, how informative are these meetings and what are we really learning?
Posted Mon Aug 30, 2010
Digital Media Director 2.0: Jack-of-all-Trades, Master of Many In today's marketing environment, few positions are more challenging than that of the digital media director. Successful directors need a mastery of multiple and diverse specialties; they are the new "Swiss army knife" of marketing.
Posted Fri Jul 30, 2010
Marketing Efficiency--It's Only Half of the Equation The hallmark of a great marketer is the ability to consistently drive both marketing efficiency and effectiveness simultaneously. Here's how all marketers can achieve the best of both worlds.
Posted Tue Jul 20, 2010
How Long Does Your Ad Have an Impact? If the speed and number of commitments for this year’s network TV upfronts are a bellwether for the economy, then better times may be on their way. It is encouraging to see marketers increase their media spend and focus on messaging other than “buy now” and “we are having a sale.”
Posted Tue Jun 29, 2010
The CMO Balancing Act: Embracing Creative and Analytics in Equal Measure With an average CMO tenure of 21 months – and growing shorter –incumbent congressmen have a better chance of keeping their jobs than the average CMO. CMOs in the past were typically lumped into one of two categories: creative or numbers people. This is an antiquated notion that is best left behind. Relevant CMOs needs to be equally at home and adept in both the creative and analytics arenas.
Posted Mon May 24, 2010
The Time is Now for Brand Building – And Upper Funnel ROI Organic’s Steve Kerho believes that as the economy progresses towards recovery, it is important for marketers to take a step back and utilize upper funnel tactics to build their brand. In this article, he discusses why now is the time to invest in brand-building activities as well as provide readers with smart ways to establish a successful upper funnel ROI strategy.
Posted Tue Apr 6, 2010
Pouring the Predictive Analytics Foundation Famed Russian novelist Vladimir Nabokov once said, “There is no science without fancy and no art without fact.” This brilliant quote sums up the unique experience of developing predictive analytics models -- which involves equal parts art and science – and just a tiny bit of guess work. Steve Kerho guides brands through the first stage of building predictive analytics models.
Posted Wed Feb 3, 2010
