Category Archives: planning

Digital Marketing Tips From El Al

Posted on Wednesday, 24 January 2018 8:57 am by

El Al airlines has never been bombed and only hijacked once. This in spite of being a constant target for well-funded and persistent criminals. An enviable track record. How do they do it? Isaac Yeffet, El Al’s former head of … Continue reading →

Posted in Data, digital marketing, fraud, Media, Philosophy, planning, Security, Strategy | Tagged , , , , , , ,

Dealing With Dump Money

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 →

Aside | Posted on Friday, 1 December 2017 9:16 am by | Tagged , ,

Your Holiday Season Mission: Customer Acquisition

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

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 , , , , , , ,

Marketing Navigators: Do You Have a Sextant?

Posted on Wednesday, 27 September 2017 7:40 am by

How can you be sure that your marketing navigation system is picking up the true signal, which can be very weak in these days of bots, fake traffic and across billions of rows of impression data? Continue reading →

Posted in Marketing, Media, planning, Strategy, Tactics | Tagged , , , , ,

AdTech: The Worst Server Room Ever

Posted on Thursday, 14 September 2017 11:29 am by

We get a kick out of images like this one at the left. How in the world could somebody let a system get so out of control? When Alan Kay shows this picture, he points out that every wire was … Continue reading →

Posted in Leadership, Philosophy, planning | Tagged , , , , ,

Nobody’s Talking About This ads.txt Problem

Posted on Monday, 10 July 2017 9:16 am by

As a media buyer, I find myself scratching my head about the IAB’s ads.txt initiative. It’s a good thing, of course. Knowing that somebody selling advertising inventory to you is actually authorized to sell that impression to you is important. … Continue reading →

Posted in Marketing, Media, planning | Tagged , ,

Ignore “Three Rights” At Your Campaign’s Peril

Posted on Tuesday, 4 April 2017 8:58 am by

I believe in the old “40/40/20” rule of direct response marketing which states that 40% of the performance of a campaign is dependent on the the list, 40% on the offer, and 20% on everything else. You can also think of it as the “Three Rights” which you must do correctly to for successful digital performance marketing campaigns. Continue reading →

Posted in Communications, Direct Response, Marketing, Philosophy, planning, Tactics | Tagged , , , , , , ,