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Op-Ed Articles

Measurement innovation delay

Mark Hughes, CEO, C3 Metrics May 01, 2012

To break the innovation delay, we all need to do a better job of embracing new measurement technologies.

Tactics for multichannel success

Jeff Fowler, Decision Software May 01, 2012

As database marketers, we're in a perfect position to avoid inundating our customers by exercising discipline and agreeing on a few broad-based rules.

Road rules for mobile privacy

Chris Babel, CEO, TRUSTe April 01, 2012

Mobile marketers need to make privacy a brand asset, not a liability.

Bridge data for a holistic view

Dennis Kooker, KBM Group April 01, 2012

Today's consumers are not just individuals we actively sell to; they are informed buyers.

Good habits for social CMOs

Clara Shih, Hearsay Social February 01, 2012

Businesses can no longer ignore the social media explosion. For CMOs, success boils down to seven habits.

Marry targeting with inventory

David L. Smith, Mediasmith February 01, 2012

The digital landscape is confusing. Anybody who has viewed the Terry Kawaja Display Landscape slide knows this. Despite that, we have the opportunity to do the targeting we've only dreamed of before.

Profiling is not a dirty word

Keith Flint, strategy director, Sudden Impact Marketing January 01, 2012

If I don't know you, I won't read your email. Unless what you have to say appeals to my puerile sense of self-interest. If you aren't a friend or trusted source of international cycling news, I won't look at your tweet — no matter how clever. I'm a marketer's nightmare.

Ride word-of-mouth movement

Allie Kline, VP of marketing, 33Across January 01, 2012

The turn of the calendar year inevitably incites end-of-year reflections and New Year resolutions. Many times, to welcome in the new, we've got to let some things die. As such, I've been contemplating the evolution of our industry and begun questioning the shelf life of a traditional "campaign" model.

Social change: the new frontier

Jason Saul, CEO, Mission Measurement December 01, 2011

CMOs face an impossible challenge: how to distinguish one brand from the next in a market where price, quality and convenience are at parity. The answer is passion. That's the "x factor" that every company wants.

Buying display: focus on quality

Andrew Lerner, CEO, Trust Metrics December 01, 2011

Direct marketers may dominate the digital display advertising market, but most of these marketers are getting as little as one-third of the return they could.

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