Author Archives: markpilip

Happy 2018! AdTech Surveillance Edition

Posted on Thursday, 4 January 2018 8:53 am by markpilip

How would you like it if somebody was standing over your shoulder jotting down your user ID (and who knows what else) as you were logging into sites, and then sharing the information with–well, it could be anybody? Thought so. … Continue reading →

Posted in Data, digital marketing, Marketing, Media, Privacy, Security | Tagged , , , , , , , | Comments Off on Happy 2018! AdTech Surveillance Edition

>$5 CPM for This? YouTube Head-Scratcher

Posted on Monday, 1 January 2018 11:06 am by markpilip

I’ve got a YouTube channel for experimentation purposes and “monetize” (I hate that MBA non-word) the videos to see what happens. Looking at it this morning, I noticed that  a fairly recent video of a guitar I purchased generated $6.19 … Continue reading →

Posted in Analysis, digital marketing, Guitar, Marketing, Media, Strategy | Tagged , , , , , , , , , , | Comments Off on >$5 CPM for This? YouTube Head-Scratcher

Let’s Market to Humans in 2018

Posted on Friday, 29 December 2017 9:36 am by markpilip

Market only to humans. If you only change one thing about how you undertake your marketing in 2018, let it be this one. According to the U.S. Census bureau, there were about 252.8 million adult (18+) humans in the U.S. … Continue reading →

Posted in Behavioral economics, Data, digital marketing, Direct Response, fraud, Leadership, Media, Philosophy, Predictions, Privacy, Strategy | Tagged , , , , , , | Comments Off on Let’s Market to Humans in 2018

As long as we’re going to malls ourselves and not sending non-human traffic–like drones or social media strategists–there to get our stuff, programmatic OOH makes sense. See, I’m not totally against buying media programmatically!

Posted on Wednesday, 27 December 2017 8:42 am by markpilip | Comments Off on Humans Still Go To Malls

Zipf: A Counter to Programmatic Nonsense

Posted on Tuesday, 26 December 2017 9:07 am by markpilip

One of the arguments in favor of using programmatic buying is “variety.” As in, there’s so many websites available that there’s no efficient way to purchase on that number of sites. Because you can’t do that many direct deals, you … Continue reading →

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Justifying the Weird

Posted on Thursday, 7 December 2017 8:30 am by markpilip

What’s the success rate for people trying to evade marketing surveillance on the web? I think it’s zero. Check out the story of Ross William Ulbricht AKA “Dread Pirate Roberts” of Silk Road infamy. He was alleged to be responsible … Continue reading →

Posted in Data, digital marketing, fraud, Marketing, Media, Security | Tagged , , , , , | Comments Off on Justifying the Weird

I love the holidays, but as a buyer, I hate this time of year. Media sales people and vendors are calling constantly looking for that use it or lose it “dump money.” If you have dump money, only two things … Continue reading →

Posted on Friday, 1 December 2017 9:16 am by markpilip | Comments Off on Dealing With Dump Money

Déjà Vu: The Partner Curse

Posted on Thursday, 30 November 2017 9:13 am by markpilip

I’m sure you’ve read about Hyphbot, but if you haven’t, here’s a good piece at The Drum which you should read. In the article, this line from Jay Stevens, the Adform CRO, hit me: “Premium publishers, like the FT are … Continue reading →

Posted in Branding, digital marketing, fraud, Marketing, Media, Sales, Tactics | Tagged , , , , , | Comments Off on Déjà Vu: The Partner Curse

Your Holiday Season Mission: Customer Acquisition

Posted on Wednesday, 29 November 2017 10:17 am by markpilip

We’re in peak marketing season, with under 30 days to go. Digital CPMs are rising, clearing spots at acceptable CPA is getting harder, email in-boxes are more cluttered than ever, and sales promotion is off the hook. Nothing we haven’t … Continue reading →

Posted in Analysis, Marketing, Media, planning, Sales, Strategy, Tactics | Tagged , , , , , , , | Comments Off on Your Holiday Season Mission: Customer Acquisition

When somebody claims they’re a data-driven marketer, generally that means their actions are driven by cursory analysis of biased data sets, and that they lack a coherent strategy.

Posted on Tuesday, 28 November 2017 7:54 am by markpilip | Comments Off on Data-driven?