Interview

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    Interview
     | 
    MAY 21, 2018

    Staying focused on long-term goals

    Laurence Blanchard, Chris Chobanian
    Group Strategy Director, Senior Director, Digital Analytics
    360i, 360i
    Interview
     | 
    MAY 17, 2018

    'It helps you build your ROI'

    Jennifer Zeszut
    Co-Founder and Chief Customer Officer
    Beckon
    Interview
     | 
    MAY 18, 2018

    Mindshare explains the measurement framework

    Ikechi Okoronkwo
    Director, Marketing Sciences
    Mindshare North America
    Interview
     | 
    SEP 11, 2018

    The metrics available to marketers today

    Tony Bevilacqua
    Founder, CEO
    Cognitive3D
    Interview
     | 
    MAY 23, 2018

    Lessons learned by one telecom giant

    Glen Hartman
    Senior Managing Director and Lead for North America and Global Digital Marketing/Transformation
    Accenture Interactive
    Interview
     | 
    OCT 20, 2018

    It's a low bar and very simplistic, but it's a benchmark. There's value in having a benchmark to compare quality and performance. Do you use different viewability standards for your clients? We still measure to MRC and IAB standards, but for some clients, we upped the standard significantly. We only consider ads that have 100% of pixels in-view to be viewable, as a start, as opposed to 50%.

    Harry Harcus
    Managing Director, UK and Pan-Regional
    Xaxis
    Interview
     | 
    MAY 21, 2018

    We have to translate those goals to benchmarks that we can communicate directly to the media partners we work with and that our media teams monitor closely to ensure we hit our larger goal. We may have a primary KPI that we optimize to in market, but before we make any rash decisions about our media plan, we have to do a deeper analysis to ensure we’re not missing anything.

    Randi Cohen
    Head of Analytics, North America
    Neo@Ogilvy
    Interview
     | 
    FEB 7, 2018

    They’re getting away from media KPIs [key performance indicators]. Media KPIs are important for understanding if your budget is working efficiently and your targeting and creative are right, but they don’t tell you the impact on the business. Companies doing it right are looking at how media KPIs are driving sales and revenues.

    Rob Griffin
    Consultant
    -
    Interview
     | 
    NOV 20, 2018

    New strategies are needed for programmatic bidding

    Catherine Williams
    Chief Data Scientist
    Xandr
    Interview
     | 
    JUL 12, 2018

    They're not just for brand awareness

    Kamiu Lee
    CEO
    Activate
    Interview
     | 
    FEB 7, 2018

    These metrics should be measured and addressed with the right attribution solution. How is this approach changing the way companies view marketing success? Marketing is more than just ads. It’s about the experience, and that experience needs to connect with what consumers are looking for. It’s more than just talking about the value of your products and services. The experience has to be full circle.

    Rolf Olsen
    Chief Data Officer
    Mindshare North America
    Interview
     | 
    OCT 15, 2018

    Marketers know there's a lot more to measuring the success of an ad campaign than the clickthrough rate (CTR), but how do they narrow down the most meaningful metrics?

    Mike Pallad, Laura Salant
    President, Senior Director, Research and Insights
    Undertone, Undertone
    Interview
     | 
    AUG 6, 2018

    Even in spite of its inherent cost

    Bennett Hong
    CTO and Co-Founder
    Jingshuo Technology Group
    Interview
     | 
    AUG 9, 2018

    What I love, but what has also been a challenge, is the fact that we’re held to online video metrics—CPMs and the "costs per" metrics—which are competing with traditional metrics and which a traditional online video buy usually does very efficiently.

    Billy Boulia
    Vice President and Group Director, Social Strategy
    Digitas
    Interview
     | 
    NOV 15, 2018

    Sawitsky was interviewed as part of eMarketer's November report "Push Notifications 2018: How to Win Opt-Ins, Develop Metrics and Get the Creative Right.". What metrics should marketers use to gauge the success of their push notifications? The most important metric by far is the conversion rate.

    Aaron Sawitsky
    Director, Product Marketing
    Localytics
    Interview
     | 
    DEC 14, 2018

    Just because you have such defined metrics for each medium. They don’t mix that well, so A/B testing is the lowest-hanging fruit.

    Amanda Martin
    Director of Enterprise Partnerships
    Goodway Group
    Interview
     | 
    APR 3, 2018

    Publishers are evolving so that when they strike direct deals with advertisers, they can better accommodate some of the more value-based KPIs [key performance indicators] that advertisers care about. How is this playing out on the advertiser side? Advertisers don’t just want the lowest CPM anymore. They want the lowest CPM for an on-target audience.

    Tammy Le
    Head of Product Marketing, Adobe Advertising Cloud
    Adobe
    Interview
     | 
    MAY 17, 2018

    What kinds of challenges are you encountering as you break down and analyze all of those different metrics? We spend a fair amount of time integrating feedback and different metrics and touchpoints, and recording it into the data warehouse so we can prepare it for deeper analysis. It’s hard—we’re trying to compare apples to apples and analyze what works and what doesn’t.

    Nathalie Choy
    National Manager, Digital, Social and CRM Marketing
    Kia Motors America
    Interview
     | 
    APR 18, 2018

    If their KPI is how many mac and cheese boxes sold on Tuesday's, that's what they keep score of. But since marketers introduce their own KPIs, there's no way to validate it. Yes, essentially you have this collision of GRPs and KPIs, and what's most effective for an advertiser. We're seeing a lot of data and tools surfacing for marketers to be able to get better measurement.

    Paul Alfieri
    CMO
    Cross MediaWorks
    Interview
     | 
    NOV 1, 2018

    Take an app download use case, where the KPI [key performance indicator] trend is moving toward not just CPM and CPC, but also cost-per-install and post-install metrics.

    Prajwal Barthur
    Director of Products, Advertising Platforms
    InMobi
    Interview
     | 
    MAY 17, 2018

    Navin was interviewed as part of eMarketer’s May report, "Understanding Customer Engagement: How to Map and Make Sense of the Metrics that Matter.". When it comes to customer engagement, are your clients considering just the acquisition process or the retention process as well?

    Ashwin Navin
    Co-Founder and CEO
    Samba TV
    Interview
     | 
    SEP 12, 2018

    But some brands aren't even there yet

    Megan Harbold
    Vice President, Ecommerce
    The Mars Agency
    Interview
     | 
    MAY 16, 2018

    Mehta was interviewed as part of eMarketer’s May report, "O2O Measurement and Marketing 2018: How Location Tracking, Identity Graphs and In-Store Metrics Are Improving Online-to-Offline Capabilities.". Have you seen an increased interest in O2O [online-to-offline] solutions over the past year or so? We have.

    Nishat Mehta
    President, Media Center of Excellence
    IRI
    Interview
     | 
    MAR 20, 2018

    Francis was interviewed as part of eMarketer’s May report, "O2O Measurement and Marketing 2018: How Location Tracking, Identity Graphs and In-Store Metrics Are Improving Online-to-Offline Capabilities.". What prompted Facebook to create these tools? Mobile phones in particular are opening up a lot of new types of advertising experiences.

    Gabriel Francis
    Team Lead, Product Marketing Manager, Offline Sales
    Facebook
    Interview
     | 
    JUN 27, 2018

    Ad buyers want less friction in determining ad rates

    Tim Sims
    Senior Vice President, Inventory Partnerships
    The Trade Desk