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Three Data Onboarding Tips

Whether we’re combating churn through retention campaigns, or utilizing our first party data for Look-a-Like models to target the most likely prospects, onboarding is a core component of any digital audience strategy. It seems simple enough – load our emails, MAIDs and other personal identifiers into an onboarding tool, check the match rates, and then…
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Using Google Analytics Audiences

Google Analytics Audiences is a powerful real-time audience tool, when using the full google stack. 1st party on-boarding audience strategies are delayed because of matching. Cookie/floodlight audience strategies are becoming more and more limited due to ITP, and don’t allow for the depth of behavioral segmentation (time on page, number of pages viewed, etc.) Leaving…
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Segmenting LTV for Efficiency

Lifetime Value (LTV) is an important metric in acquisition efforts. We obviously don’t want to spend more acquiring a customer than they’re worth (LTV), so we use LTV as a benchmark to set our Cost per Acquisition (CPA) targets. In it’s simplest form, we’d assess the average LTV of our current customers to find an…
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New York Home

I moved to New York in the beginning of March, a little under two months ago. I’d been thinking of New York for months, it seemed so far off…but looking back now I’m amazed how quickly everything happened. In some ways it already feels like home. I’ve settled into my commute: 6 train up to…
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The Cord-Cutter Opportunity

The trend towards households replacing cable with streaming service is speeding up, at an even faster pace then previously thought according to this eMarketer report. By the end of 2017, 1 in 5 US adults will be non-pay TV viewers (cord-cutters + cord-nevers). Further, US adults spent 3.1% less time in front of a TV (3…
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Dissecting Programmatic – Part 1

The programmatic ad space is a maze littered with acronyms, technologies and definitions. It’s easy to get intimidated, and overwhelmed. But whenever I find myself lost deep in the maze, I find it always helpful to step back and remember what exactly, from a broad perspective, we’re trying to do in programmatic…that helps me re-center…
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