May 2013 – Targeting, Tracking, Web Analytics

Gartner’s report “Big Data Strategy Components: Business Essentials” talks about the necessity for business leaders to be intimately involved in developing “big data” strategies and investigates several business related strategy components that are crucial to success. I hope this summary comes in useful.

Targeting means displaying advertising to an audience selected and segmented according to predefined criteria. The goal is to deliver advertising to the right target group and make digital advertising more effective, and ensure that users are offered relevant products.

Good usability is a key success factor for websites, not to mention that only continuous web analysis can provide the important clues needed to improve the browsing experience. However, if website owners want to proceed in being more user-centric, they must delve deeper into the user experience analysis.

IPG Mediabrands, the media innovation unit of Interpublic Group, controlling a $36 billion global media buying portfolio, has appointed Swapna Nayak as the Regional Communications Planning Director, focusing on integrated strategy, innovation, content and owned asset development for Mediabrands’ global clients across Asia Pacific. Working closely with regional strategy, research and analytics teams as well

Predictive behavioral targeting uses a linking of surveys and measurement data to open up the entire spectrum for behavioral targeting. It learns from user behavior combined with surveys or other third party data in real time. Machine-learning algorithms are put to work in order to provide ad servers with precise profile information for the whole

Don’t we all struggle a bit to keep up with the pace of information, innovation and technology, especially since it is taken-for-granted in the business environment to be informed about everything all the time?

Brand marketers, since the “Mad Men” era, have often sought insight to a simple question: ‘Was my ad seen?’ The answer was that your ad was published, your commercial ran, your online impression served on a web page, but it was impossible to say with certainty whether an ad was viewed or not.