Featured Articles and Interviews
5 Billion Ad Dollars Analyzed
Robyn's #1 Problem (MMM)
6.5 Reasons You Should Hire a Digital Agency
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Robyn's #1 Problem
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How MarketShare Grew Over 40% AnnuallyMarketShare was a company focused on Market Mix Modeling that took the number 1 industry rating from Forrester Research in 2011 and 2013. Our founder, David Young led the largest team of Mix Modelers at the company and he tells the story of their phenomenal growth.
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5 Billion Ad Dollars Analyzed
Over the past 12 years I have analyzed and optimized somewhere in the neighborhood of 5 billion dollars of advertising spend. Here are a few of the things I’ve learned.
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Online Education Marketing: Unveiling Its Distinct Nature – Part 1Marketing online education, whether it's promoting career bootcamps, universities, or K-12 online education, possesses distinct characteristics that set it apart from marketing other products and services. In this first article from our series on marketing online education, we'll explore unique student profiles, building credibility, and setting entrance requirements...
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Online Education Marketing: Challenges And How To Overcome Them – Part 2In this second installment in our series on marketing online education, we address three new challenges faced by marketers working in the online education industry. While the core principles of marketing remain relevant, there are unique challenges and considerations specific to the educational landscape.
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Online Education Marketing: Push Marketing & LTV – Part 3In this third article from our series on marketing online education, we explore how to use CTV, OTT, and digital radio to drive student lifetime value (LTV) and grow key target segments. These media form part of what is often called “Push Marketing,” because unlike search advertising, which provides links in a reaction to peoples’ existing search activity, push marketing sends your messages...
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Opening the Black Box of Google Smart BiddingSmart Bidding is a familiar application of artificial intelligence that Google uses to facilitate paid search advertising. Smart Bidding has automated digital advertising, enabling businesses to reach their target audience effectively and optimize their campaigns. In this article, we will delve into the inner workings of Google's AI algorithm and explore how businesses can set it up for success to unlock the full potential of paid search optimization.
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6 ½ Reasons You Should Hire a Digital AgencyHiring a digital agency is a popular choice for companies seeking to maximize their online presence and drive growth. In this article, we summarize the main reasons why hiring a digital agency can be a game-changer for many businesses.
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Interview with Goal Aligned Media - CEOThe death of cookies has made marketing more difficult than ever. During Intuizi’s latest executive interview, they invited David Young, CEO of Goal Aligned Media, to talk about enabling Google’s Smart Bidding to work with declining data quality. Along the way they discuss methods for getting the most out of SEM investments, media attributions, and the trade-offs between media mix models and digital attribution technologies.
David has led teams optimizing over 2.5 billion dollars of annual advertising and has made many triple digit ROAS improvements for individual medias. Don’t miss this interesting and timely discussion. |
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A Humorous Look at Paid SearchIn the old days, many hotels employed doormen to open the doors for hotel guests. At the time it was considered a low-level job, and while thought to be of some value, most hotel chains would agree that location, price, and brand familiarity were the primary drivers of revenue.
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The Path to Outstanding TV ROIOver the past two years we’ve been able to reduce our tracked cost of acquisition via National TV to just fraction of what it started at. During the first year we halved the cost of acquisition with efficiency improvements and during the second year a mixture of added efficiency and increased demand reduced it the rest of the way.
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Marketing Model Alignment and DesignThis book integrates marketing and statistical concepts and is written for Marketing Modelers, Model Users, and the Purchasers of predictive models.
If you're looking for a book that talks about the "logic of marketing" and the "design of statistical models" in an integrated way to increase model accuracy and improve business profits, then this book was written for you. Read on... |