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2017, The Year Of Measurement

This year, the IAB (Interactive Advertising Bureau) labeled 2017 as the Year of Measurement. Understanding why and what is changing, is key for retail, banking and advertising. Most of us know the adage “measure what you want to manage.” As an engineer, I view measurement as the key feedback loop in any system or process. In order to gain feedback, you must know what happened. read more

Sales Data: The Bridge Between Marketing and Finance

The business model of marketing is changing rapidly. Execution risk is shifting from advertiser to agency and publisher. Center to this movement is measurement and attribution of sales data. In fact, the IAB calls out measurement as the TOP area of focus for 2017. read more

Commerce Signals and LiveRamp Partner to Create a Sales Data Yardstick

Article published on: Street Fight Magazine - The ability to understand the effectiveness of a campaign, by comparing it to transaction data, within a short timeframe is a breakthrough, says Dan Buckstaff, head of partner marketing for LiveRamp. The partnership, he says, is a way to put an end to marketers flying blind while running campaigns. “Every marketer needs to have that immediate feedback,” he says. “That’s a gap in the marketplace today.” read more
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