Category Archives: Digital Marketing

In the hunt for consumer revenue, publishers are hiring e-commerce marketing veterans

Karl Wells, gm of WSJ Membership: “The shift away from being a department focused on circulation to a department driven by digital subscription growth fundamentally changed the way we worked, including the variety of skill sets we sought out,” he said. “The team we’ve built is a combination of marketers who are data-curious, data-literate, digital-first and can balance the need for art and science.”

Andrew: “data-curious, data-literate, digital-first and can balance the need for art and science” filters down the pool to about five people globally. 

‘We’re giving the business away to consultants’: Agencies brace for new competition

“Agencies of all shapes and sizes gathered in Charleston, South Carolina, this week to discuss what’s ailing the agency world and how to build the next great modern agency. Over town halls and working group sessions, they discussed everything from consultancies to transparency. Here are the highlights.”

Andrew: A quick must-read. If it is this bad in the digital consulting and agency space (which it is), imagine what clients experience. Change is rarely pain-free. Add rapid growth to the mix and you have a digital wild west.

For $1,000, Anyone Can Purchase Online Ads to Track Your Location and App Use

“The researchers discovered that an individual ad purchaser can, under certain circumstances, see when a person visits a predetermined sensitive location — a suspected rendezvous spot for an affair, the office of a company that a venture capitalist might be interested in or a hospital where someone might be receiving treatment — within 10 minutes of that person’s arrival. They were also able to track a person’s movements across the city during a morning commute by serving location-based ads to the target’s phone.”

Andrew: This is a scary and fascinating use of technology. Further, it is but a glimpse into the digital advertising underworld. Thumbs up to the team at the University of Washington for the impressive work.

Outsourcing Giant Wipro has a $450 Million Agency

“Count one more new agency entrant that can boast serious scale. Over the last few years, Wipro, the software and outsourcing giant based out of India, has slowly put muscle behind Wipro Digital, its agency and design services arm.”

Andrew: the agency-consultancy-outsourcer convergence marches forward. Expect even greater upheaval on this front.

The Four P’s of Analytics

Few fields change as fast as digital. New channels, new methods, new business models – and all of it demands new methods of measurement and analytics. As new technologies and practices disrupt the field, digital analytics practitioners adapt. In any given year, a few themes dominate, and right now, the topics dominating discussion at the enterprise digital analytics table are four P’s: prioritization, personalization, people and perspective.