As the president of AdPredictive, a next generation software company, I recently decided to join the Forbes Technology Council. For my first piece, I explored the lens I used when considering my next move after 23 years of executive leadership at Viacom. In “Going From Enterprise Executive to Start Up President? Velocity and Focus Are Your New Normal (Forbes.com),” I …
CES 2019 – More Than Drones and Self-Driving Cars: A New Marketing Mecca
Earlier this month, the senior team from AdPredictive headed to world-renowned CES in Las Vegas, with its 180,000 attendees from 155 countries, and it was as exciting as it was exhausting. With a convention floor filled with displays that showcased 5G, IoT, drones, augmented and virtual reality, 3D printing, self-driving cars and more, CES is still the original technology playground. …
Discovery Wins Big with Big Data
It’s that time of year when we all take the time to reflect and acknowledge what we are grateful for. At AdPredictive, we are particularly grateful for our customers’ partnership. I recently had the opportunity to sit down with one of our longest-standing customers, Seth Goren, SVP Media Strategy and Analytics, Discovery, Inc., the multi-billion dollar global media company. We …
Joining the Ad Council’s Leadership Council
In October, Lisa Sherman, President and CEO, Ad Council, America’s leading non-profit organization dedicated to using communications to drive social change; announced the organization’s newly elected Board of Directors and Leadership Council. To say that I was honored to be asked to represent AdPredictive and serve on the Leadership Council alongside Colle McVoy, Uber, Starlite Media and Kargo; is an …
Important questions to ask when media is at the core of your business
More often than you’d imagine, we find well intentioned brands advertising without fully defining the why, who, and how of their marketing strategy. Without a solid foundation, it is difficult to build a successful advertising campaign. The most successful brands plan their advertising by answering the following questions: How will you define success? Is your overall business objective to ensure …
Create valuable transparency in your media strategy
The brands, media companies and agencies we meet have often fallen into a rhythm of under-utilizing data, going with the gut and marching to the beat of an inconsistent drum. We’ve learned it’s far more common than anyone could have guessed. For decades, advertisers have relied on brilliant strategists, analysts and buyers to process intense amounts of data, arrive at …
Proximity data and consumer media habits drive high-value conversions
The technology surrounding the measurement of audiences has evolved dramatically in recent years – especially where location is concerned. With more than 224 million smartphones active among the US population alone – location data is easier than ever to acquire. Pair location-based tracking with campaign and media attribution and you’re well on your way to knowing precisely who is walking …
Stop waiting for a standard advanced advertising metric
We often hear media companies and advertisers alike lament the lack of a standard cross-media metric that everyone can agree on. The reality is that metric will either never exist or the mathematically complex nature of consensus will be years, if not a decade, in fruition. There is a new (un)standard practice, however, that can and probably should drive out …
Simple tricks for making sense of too much data
How often do you look at a dashboard and promptly zone out? Even the most metric-minded of us can easily be cognitively overwhelmed by too much data. When the metrics, measures and charts are on overload, the instinct becomes to avoid them instead of absorb their wealth and insight. We’ve been there. Man, have we been there. The foundations of …
Smart tools for smart people
We hear the question often: “what do you mean ‘smart tools for smart people?’” To us, the answer is pretty straightforward. Our smart tools are insightful intelligence-driven systems created specifically for the brilliant minds that move your marketing strategy. Years ago, our teams jumped head first into building optimized buying tools for digital media buyers. We quickly realized that while …