Pratick Thakrar, MD Inspired Mobile
According to IBM, 82% of CMO’s do not feel prepared to handle the data explosion, up from 73% in 2013.
I think it’s fair to say, we live in a data overloaded world with analysing, and interpreting, already very difficult – which I sense is only going to get worse. Analysing data from different sources also means brands are never really comparing apples with apples but with pears, or oranges (depending upon which country you’re from) and ultimately, making much needed cross channel benchmarks difficult to utilise for future analysis. Continue reading
Diego Meller, Co-Founder Jampp
A strategic data collection plan can provide valuable insights regarding the way people use your app, which is instrumental in improving user experience, marketing actions and app monetization.
For any app marketing strategy to succeed you need 3 things:
- A great app
- An understanding of how people use it (or a usage funnel).
- The ability to target users based on their behaviour
All three require an effective App Data Collection Plan, so where do advertisers usually go wrong? Continue reading
Noelia Amoedo, CEO, mediasmart
Native ads remain one of digital media’s hot topics and there is growing acknowledgement of its ability to build trust and engagement with current and prospective customers.
Brands love the way native advertising makes them appear to be part of the conversation through a less intrusive user experience that matches their own personality. But, as the line between content and advertising blurs further, native ads have also been the subject of bad press and openly accused of deceiving end-users.
If we define native advertising as paid advertising that is consistent with a particular page content, design and platform behaviour, the very first successful examples of native advertising were actually early SEM (search engine optimisation) deliveries. Continue reading
Nick Hugh, Yahoo VP & GM, Advertising EMEA
Since the advent of programmatic buying, there has been much debate about whether digital advertising is moving towards an era of man versus machine.
According to the IAB, 47 per cent of display ads were traded in programmatically in 2014, nearly doubling from 28 per cent the previous year. Given such huge growth, a key question on marketers’ lips is whether science and automation does indeed pose a threat to creativity?
Creativity in the digital age is about more than just the format alone, it’s about both design and distribution and that’s key where data is key. Yahoo processes around 150 billion user data events every day globally – that’s an incredible amount of knowledge that we have about consumers but it’s how we process data that really counts. Continue reading