Media Two Interactive

Analytics

Half Truths and Whole Problems – The Challenge of Tracking Conversions

The digital advertising industry has a problem.  And no, I’m not talking about privacy concerns or lack of transparency.  Those topics are certainly on the list, but before those issues made mainstream discussion – years before programmatic or GDPR was even a thing – marketers were becoming obsessed with the sheer trackability of digital.  If …

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Know Your Damn Role

If I had a nickel for every time a media partner wanted to discuss how great their CPA was, or how wonderful a campaign was performing because of their CTR, I would probably be writing this from my private island in the Caribbean. To all of the publishers, networks, websites and other media sources out …

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The Definitive Guide to Media Jargon – Part 2: Math Behind the Media

Note:  This is the second installment of a two-part blog post covering basic terminology, acronyms, abbreviations and definitions used in media planning and buying.  In case you missed it, read the first here. As any of my high school math teachers would tell you, becoming an astrophysicist was not in the cards for me.  Just …

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The Definitive Guide to Media Jargon – Part 1: Media Mumbo Jumbo

Note:  This is the first installment of a two-part blog post covering basic terminology, acronyms, abbreviations and definitions used in media planning and buying. We can probably all agree that in today’s world we live in a constant state of information overload.  Every time you turn around old Mr. Webster has found something new to …

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Here’s What’s Wrong with Google Attribution

A few weeks ago at Google Marketing Next, Google Attribution was released. Search strategists rejoiced, brands got all teary-eyed and marketing managers popped champagne bottles. Their attribution prayers have finally been answered. On the other hand, in our office eyes rolled, laughs were stifled and chairs emptied with the announcement. Yes, the integration between DoubleClick …

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Five Things You Need to Know About Attribution

Attribution modeling. Anyone who’s had a professional conversation with me in the last four years has probably heard me harp on the subject. For those who are unfamiliar, the concept of attribution modeling is actually pretty simple. First, take every single data source you can think of from your marketing mix and centralize it. Second, track conversions against …

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Attribution 101 – What the heck are we talking about?

Most of us have heard the old John Wanamaker quote, “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.”  It’s been over a hundred years since those words were first uttered, yet for some reason the advertising industry still struggles with the same familiar challenge. For the …

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Big Data or Big Marketing Opps?

So today I had the opportunity of sitting on a panel of “big data” experts at the Triangle Interactive Marketing Association (TIMA). I have to admit, I was not excited to speak about data, no matter how “big” the industry has labeled it.  My opinion of the excitement over big data is that it is …

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