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We were thrilled to present last week on how to sharpen insights with data science at the ICCO 2018 Global Summit. It’s worth noting that we were almost equally thrilled that the venue for the event this year was Clontarf castle in Dublin. There was a distinctly ‘Game of Thrones’ aura as PR’s global leaders discussed AI and the recent PR-marketing-straddling Nike ad sitting on throne chairs next to tapestries and suits of armour.

Conversations were buzzing at the summit this year as it’s a pivotal time for our industry. Both at the summit and increasingly across the wider marketing and communications community, there is a growing perception that communicators have a crucial role in the c-suite as businesses strive to make the right choices at a time when they are being forced to take sides on social issues. Barri Rafferty, CEO at Ketchum, delivered the keynote on day 2 and said this will enable us, as PR agencies, to redefine our swim lane. This is good news as extending outside what is normally called ‘PR’ means that new opportunities for growth are opening up and we can increasingly position ourselves as integrated agencies. We will be able to ‘get our swagger back’ according to Alan VanderMolen, president of WE Communications.

To achieve this effectively, we as an industry will need to do three things to better serve our clients:

1. Master Insights and Analytics

At W2O, we have long been advocates of this imperative and have invested heavily in these capabilities. We know that if we truly understand our clients’ audiences we will enable them to make bold moves that may appear to ‘sacrifice all’ but are actually based on a firm foundation of evidence. This investment in our insights capability enables us to be more credible with our recommendations and we are glad to see this view spreading through the industry.

2. Position Ethics at the Heart of Strategy

We need to help our clients present a human face to the world. During the current techlash sparked by privacy issues, looming automation and fears over data proliferation, protection and ownership, we must show our clients how to be their best selves in the eyes of their customers. This point came up time and time again at the summit and it’s a key point for our healthcare clients who aim to transform healthcare for better outcomes for all.

3. Develop Technology-Enabled Experiences

Technologies are changing the way audiences experience brands -from VR to micro-segmenting for virtually 1:1 personalisation and what is happening in China with WeChat and influencer-fueled ecommerce. We need to understand the opportunities that these new technologies bring because they will enable us to take engagement to a new level.

To have any hope of delivering on these ambitions, PR firms will need to think carefully about the skillsets they are hiring. Gone are the days when a PR company was a largely homogenous collection of similarly skilled people. As Elise Mitchell President of ICCO says, “We need to be better innovators, technologists, data scientists, creative strategists, anthropologists and most importantly, better leaders.”

To compete today, diversity of both perspective and skillset is essential. At W2O we are advocates of this approach and have found that it has paid off in terms of sustained growth. We believe that in these times of accelerated change, diversity is the key to gaining advantage as we are able to maximise opportunities as they emerge.


If you’re interested in learning about W2O, check out our About and Analytics pages.

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Privacy and data protection regulations impact every marketing and PR communications professional around the globe. There is an immense variety of regulations and legislation within the USA, and within more and more countries around the world. W2O’s team is tracking  privacy news and changes that impact our industry.

Here’s the latest news we’re paying attention to right now:

Facebook disclosed a massive hack, and faces the threat of a 1.63 billion dollar fine in the EU

Facebook disclosed last week that attackers gained access tokens to 50 million accounts, which could give them full control of profiles and linked apps. This forced Facebook to reset access tokens of upwards of 90 million users. According to an EU privacy watchdog, The Journal, the breach could trigger the maximum GDPR fines. European regulators have not yet begun to hand out GDPR fines yet, and it is unclear whether they would apply the maximum penalty in this case, or any penalty at all.

What this might mean for brands – Everyone is watching EU regulators closely to understand how they will enforce the GDPR. Between Facebook and British Airways hacks, privacy professionals are waiting to see how the ICO will respond. While complaints are soaring across Europe, enforcement has yet to begin in earnest.

Uber settles data breach investigation for $148 million

According to a wide-ranging FTC investigation, in 2016 a hacker gained access to 57 million profiles of Uber riders and drivers, including 600,000 driver’s license numbers. Uber did not disclose that breach, and instead paid the hacker $100,000 through an internal “bug bounty” program to keep quiet. A year later, Uber announced the breach as a “failure” and fired two employees. Now Uber is settling for what seems to be about 2 percent of their 2017 revenue for failing to “safeguard user data and notify authorities when it was exposed”. They have also recently hired a chief privacy officer and chief trust and security officer.

What this might mean for brands – While the USA has had a variety of state and federal privacy laws for a very long time, this fine is noteworthy for its size. Even if the regulations are not as prescriptive as in the EU (yet – federal hearings have begun in response to CaCPA, which may or may not override California’s law), privacy regulations and enforcement actions are gaining more attention.

California signs country’s first IoT security law

In June, California passed what some observers feel is the country’s toughest data privacy law (the California Consumer Privacy Act) – and now they have added a new Internet of Things bill, SB327, making the state the first in the nation to have such a regulation.

What this might mean for brands – Some observers say this new law is too vague. The law reads that any maker of an Internet-connected device must ensure that there is “reasonable security features”, “designed to protect the device and any information contained therein from unauthorized access, destruction, use, modification, or disclosure.” While there are some specifics about unique preprogrammed passwords, and a requirement for a first-time user generated authentication, a lot of other points are described only as “reasonable security feature”.

CaCPA amendments begin

64 days after passing the California Consumer Privacy Act, the California legislature passed a technical corrections bill. This amendment primarily adds a six-month grace period, and excepts data that is already covered by other data privacy bills such as HIPPA. It also clarifies several other points including the private rights of action, and data elements in the definition of personal data.

What this might mean for brands – If your organization is not yet paying attention to and planning for CaCPA, now is the time. While there are more potential amendments, as well as potential preemption by a federal law, studies show that organizations who put privacy and transparency first see improved consumer trust and engagement.

The materials published on [our web properties] do not constitute legal advice and are for informational purposes only. The opinions expressed at or through our web properties are the opinions of the individual author and may not reflect the opinions of W2O Group. Please seek independent counsel for all legal needs.  


If you’re interested in learning about W2O, check out our About and Healthcare pages.

Want to chat? Drop us a line.

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As a digital marketer responsible for planning, executing and optimizing campaigns you have a finite amount of “free” time. You are constantly trying to ensure that the objectives of your campaign are met, and you are delivering value to the business. Some days it probably feels like you have very little time to breathe, let alone think about the strategic direction of your organization.

So, when you see announcements or articles in the marketing trade press about news regarding digital analytics, marketing technology or advertising technology it’s likely impossible to keep up. Even more so because digital analytics and marketing technology are two of the fastest growing industries in marketing today. You probably would love to learn more about how these data and tools could be used to help further your business objectives, but there is simply no time.

That’s why our team of experts is releasing weekly recaps to keep you up to speed. Here’s what we’re watching this week.

  1. Facebook Releases Their Own First Party Cookie: Among the fervor around protecting user’s data and privacy has been the quickly declining use of third party cookies – cookies that collect user’s data which are not connected to the host site’s domain. So, it’s logical that publishers are setting up their own first party cookies, just as Facebook announced last week. This follows an industry trend that I wrote about back in September when Amazon announced a tracking pixel and Facebook opened their tracking pixel to Facebook Groups. We expect to see more of these announcements and are already working with clients to explore the best way to manage them all.
  2. German Media Alliance Creating New Privacy Product: Just as the publishing giants like Facebook and Google are trying to maintain more data within their walled gardens, a group of 20 German media firms have combined to introduce a new product to wrestle that data back. The product would give a unified login for customers and allow them to easily control all their privacy settings. It’s a novel idea that, if executed well, could provide a much better user experience. However, this is also a direct attempt maintain control of user data given the disappearance of third party cookies.
  3. Sales Tech Ecosystem Evolving Similar to Marketing Tech: Inevitable to any conversation about Marketing Technology is the appearance of Scott Brinker’s infographic depicting all 6,829 Marketing Technology vendors. Similar, but smaller, is Nancy Nardin’s new infographic featuring 600 Sales Technology vendors. While the sales space may pale in comparison to the chaotic landscape of Marketing Tech, it’s still a lot to handle. At W2O we take care to make sure our clients are using the best possible vendors for their needs.
  4. Adobe and YouTube Both Announce New TV Features for Marketers: We’re always keeping a keen eye on the quickly changing TV space. Whether it’s newer connected TV or traditional linear TV, there has been a lot of innovation announced lately to help marketers better target and measure their TV advertisements. These are not always revolutionary features but incremental ones that are quickly making TV a more attractive and effective part of the marketing mix.

Those are the four pieces of news we are watching closely this week. Watch this space weekly as we’ll continue to keep you updated on digital analytics and marketing technology trends.


If you’re interested in learning about W2O, check out our About and Analytics pages.

Want to chat? Drop us a line.

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I started W2O with a mindset I learned at Genentech, a scientific company where our CEO Art Levinson taught us that if you follow the data you will get to the right outcome and it guides future direction and decision making.

With all the data out there today, there is no reason to guess anymore as to what strategy is needed to reach the right audience with the right messages at the right time.

We can apply what I have always referred to as Marketing and Communications Science to ensure how we deploy money and resources that produces the desired ROI and to make real-time adjustments before it’s too late and the money is gone.

My story was featured in one of our first books Pre-Commerce describing my e-Commerce journey that led me to the right surgeon for bariatric surgery that led to a 100-pound plus weight loss and arguably healthier lifestyle.

But it’s not all science and never is.  Science combined with expertise, know-how and instincts and some good old fashioned artistic creativity can lead to the most powerful engagement strategies.

Data just helps us verify our best instincts and could steer us in a direction we didn’t see at first.

What we hope coming together like this will produce is that scientific and creative exchange you can only get in a group setting that catalyzes and sparks connections you wouldn’t otherwise get or make on your own in your day to day slog.

We hope to see this expand and grow into something much more over time – maximizing the adoption and deployment of marketing science to enhance your businesses.

What will it take to see this more widely adopted in an integrated marketing model?  I would say it’s a commitment and conviction that if data drives financial and strategy decisions in the C-suite, it should do the same in the M&S -suite or marketing and sales suite.

Because we are so often the tail that wags the dog we might as well verify that with data and secure our rightful place at the center of a company’s business strategy and value creation.

Let’s get everyone out of their silos and let’s see the data unite and align everyone in a company in a common mission and vision.

YOU can be that catalyst and game-changer armed with the scientific data and proof required to convince boards and investors which way to pivot and when.

So let’s spend this day united in data and science to create iron-clad marketing and sales plans and execution that delivers value every day and can be measured to show impact and contribution in ways never thought possible before.

Let’s continue to innovate and advance the field together and, especially in healthcare, make a positive difference in people’s lives.

Thanks for spending the day with us. We are privileged to partner with you all.


Can’t make in person? We’ve got you covered. Head over to our Facebook page to catch the livestream. 

Stay tuned for recap posts from CMO Aaron Strout and MM&M.

Learn more about W2O, check out our About and Analytics pages.

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Rather than thinking about a traditional B2B marketing funnel and the message brands want to push to customers at different levels, what if we aligned where customers are in educating themselves about issues and the problems they face in learning about the market or their challenge? We at W2O have evaluated thousands of B2B audience interactions to develop a behavior-based model of the customer journey. We know audiences don’t follow a neat, linear path, so by examining actual behavior they demonstrate in social and digital, we learn more about how audiences interact with each other and with brands, what factors influence their decisions, and how to measure and talk to them in precise and accurate ways. It’s so much more accurate and predictive than demographics or titles could ever be.

For example, if a customer is very early in identifying a problem, they tend to exhibit behavior that shows they are struggling to understand what information is helpful and what isn’t. They might not even know any brand names yet, let alone which brands are the best or relevant for their needs. According to Google Research, 71% of all business decision makers start their research with a general category search that contains no brand names at all. Chances are, they aren’t even sure what to call their problem in formal parlance, so they are looking for help getting specific on terms and language.

As they learn more about their own situation, audiences behave in a more comfortable manner, parroting messages from brands and products, using the same language that brands push. Audience member’s searches, posts and questions in forums start to demonstrate that they see conflicting opinions about getting to the ‘right’ answer, and they start asking more questions. At this point, audiences start looking for other people with similar issues who have solved their problems. Rather than a category-level search on the web, they turn to forums with more specific questions, look to the media for reviews, and find peers they can trust for deeper opinions and examples. Brands can create advantage with easy-to-find cases and examples and through strategic influencer engagement at this solutions level.

And support after the sale is critical – implementation challenges and service teams are vitally important to developing a positive, long-lasting relationship with your audiences. The very same teams that are responsible for making the solution work within an organization are the same teams most likely to be the ones sought out for case studies and proof by the audiences in the earlier research phases. You need them to talk about the great experience they had with your team, and to help answer the questions for your next customers looking for solutions.


If you’re interested in learning about W2O, check out our About and Analytics pages.

Want to chat? Drop us a line.

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As a digital marketer responsible for planning, executing and optimizing campaigns you have a finite amount of “free” time. You are constantly trying to ensure that the objectives of your campaign are met, and you are delivering value to the business. Some days it probably feels like you have very little time to breathe, let alone think about the strategic direction of your organization.

So, when you see announcements or articles in the marketing trade press about news regarding digital analytics, marketing technology or advertising technology it’s likely impossible to keep up. Even more so because digital analytics and marketing technology are two of the fastest growing industries in marketing today. You probably would love to learn more about how these data and tools could be used to help further your business objectives, but there is simply no time.

That’s why our team of experts is releasing weekly recaps to keep you up to speed. Here’s what we’re watching this week.

  1. Adobe, Microsoft and SAP Create Open Data Initiative: Last week Adobe, Microsoft and SAP announced a data sharing initiative that will allow customer to have better interoperability between platforms. This announcement is significant because it shows three industry giants working together where they typically are at odds. It’s also significant because of who is left out of the agreement – namely, Salesforce and Oracle. Adobe, Microsoft and SAP have worked together in the past so it’s hard to say whether this move is a natural extension of their existing relationship, or if they are purposely trying to squeeze out Salesforce and Oracle. Regardless, this move indicates that the ‘big guys’ are taking the lead of smaller platforms and embracing integrations with complimentary players and competitors alike. This undoubtedly good for marketers because there is no single platform that can do everything. So, the easier platforms work together, the easier it is for marketers to achieve their goals.
  2. Salesforce Continues Push into B2C Marketing with Customer 360: A ‘single view of the customer’ has long been the holy grain for customer data management. Currently, Customer Data Platforms (CDPs) are the best marketing technology tools that exits to achieve this view. Last week, Salesforce released Customer 360 at Dreamforce which claims to provide the coveted single view of the customer. However, unlike CDPs that structure and maintain all of those data in one spot, Customer 360 calls the same data from multiple location upon demand. My personal experiences with CDPs have made me a believer in the existing structure. So, it will be interesting to see how Customer 360 stacks up against its CDP competitors.
  3. AT&T Unveils Xandr Advertising Platform: Since AT&T acquired AdTech platform AppNexus earlier this year, all eyes have been peeled to see how they would use the acquisition to bolster their advertising and analytics unit. Last week we received a little more information in the way of a brand reveal. AT&T’s new platform will be called Xandr and will introduce inventory for connected TV. Xandr has the potential to bring scale and ubiquity to connected TV in the same way programmatic display acts today. Perhaps more importantly, Xandr will provide anonymized cross-channel data for marketers to perform attribution; something that is getting more and more difficult to come by. Xandr seems to have a lot of promise so our eyes will remain peeled to see if the proposed functionality comes to fruition.

Those are the three pieces of news we are watching closely this week. Watch this space weekly as we’ll continue to keep you updated on digital analytics and marketing technology trends


If you’re interested in learning about W2O, check out our About and Analytics pages.

Want to chat? Drop us a line

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At W2O analytics powers everything we do, it informs every piece of strategy from ideation to execution. It’s the driving force that allows us to help our clients build unfair advantage — in short, we’re data geeks and we’re proud of it.

We’ve decided to host a one-day event surrounding our love of analytics with our inaugural Marketing Science Summit on Oct 4th in NYC. You’ll hear from pioneers in the market research, social analytics and digital marketing fields on the latest trends in marketing science, with a focus on the healthcare and tech industries.

Below you’ll see a high-level overview of what we have in store. If you’re in the NYC area, we would love to see you there.

Join us for our inaugural Marketing Science Summit


Agenda

Keynote: Three Big Myths about Emotion, Health and Brains

Lisa Feldman Barrett, neuroscientist, psychologist, author and TED Speaker, will discuss three myths about the brain that tech companies and marketers are particularly susceptible to, including implications for AI/ML to detect feelings and emotions in humans.

Panel: Data Lakes: Why Companies Need to Own Their Data

On this panel, Joerg Corsten (Roche), Jeet Uppal (BMS) and our own Laura Mucha will dive into why first-party data is increasingly important to organizations, how to ensure that data lakes are being built for actionability and how privacy, particularly how GDPR and the CCPA impact how we collect and store useful audience data.

Fireside Chat: The Ethics of Data Collection and Usage

This discussion between Sandra Matz and Greg Durkin will focus on new psychological profiling techniques that marketers can use today, why these techniques work better than many of the behavioral targeting techniques that marketers use, and the ethical issues surrounding psychological profiling and and micro-targeting.

Debate: Can Data Really Inspire Creative Strategy?

In ad agencies, analytics teams and research is often used to understand the marketplace and measure campaign success—but can they really be used to inspire creative campaigns in the first place? Two chief creative officers – Paulo Simas of W2O and Helayne Spivak, formerly of Saatchi & Saatchi Wellness will discuss whether data can ever be inspirational and how they use data-driven insights to create the “big idea”.

Fireside Chat: Robust Analytics Powering Influencer Engagement

This discussion will focus on best practices for identifying, ranking and engaging influencers. During this fireside chat, SVP of Citi, Karen Curry and W2O CMO, Aaron Strout ,will also talk about Citi’s influencer program, what’s worked and where she is focused today.

Fireside Chat: Attribution Modeling in a Multi-Device World

In a post-GDPR, post user-ID world, cross-channel attribution is an increasingly complex issue to solve. David Hardtke of Pandora and Bob Pearson, Senior Advisor of W2O, will discuss best approaches today and how we can prepare for a time when we can’t make direct connections between an individuals’ devices and their engagement with brand content.

Panel: Employing a Data-Driven Approach to Maximize Marketing Investment

As marketers, we are constantly being asked to do more with less — whether it comes to paid media campaigns, email marketing or creating world-class websites — so how do we maximize our return on investment? Visa’s Jessica Williams and W2O’s Adam Cossman and Chuck Hemann, and share proven strategies and illustrative case studies focused on employing data-driven approaches to maximize return to your marketing investment.

Lightning Talks: Living Case Studies: Translating Insights into Actions

Hear from three leaders in healthcare analytics on strategies they use to mobilize their teams to use data and insights in a scalable way. Julissa Viana (Celgene), Mary Michael (Otsuka) and Kieran Fagan (Aetna), will share studies on how data and analytics have made substantial impact on healthcare marketing and communications initiatives will be.

Fireside Chat: The Use of Alternative Data for Market Research

As marketing analytics vendors consolidate under a small number of platforms, (e.g., Adobe, Salesforce, etc.), there is relatively little differentiation between the methods and technologies what the Fortune 100 companies use to identify and target audiences and measure campaign performance. George Gallate, former CMO of Merkle, and I will discuss how marketers are starting to look to “alternative data” that has been a mainstay in investment communities, such as geolocation data, satellite data, and credit card data, to gain audience novel audience insights use analytics for a competitive marketing advantage.

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As a digital marketer responsible for planning, executing and optimizing campaigns you have a finite amount of “free” time. You are constantly trying to ensure that the objectives of your campaign are met, and you are delivering value to the business. Some days it probably feels like you have very little time to breathe, let alone think about the strategic direction of your organization.

So, when you see announcements or articles in the marketing trade press about news regarding digital analytics, marketing technology or advertising technology it’s likely impossible to keep up. Even more so because digital analytics and marketing technology are two of the fastest growing industries in marketing today. You probably would love to learn more about how these data and tools could be used to help further your business objectives, but there is simply no time.

That’s why our team of experts is releasing weekly recaps to keep you up to speed. Here’s what we’re watching this week.

  1. Adobe Acquires Marketo – Is Marketing Technology Consolidating Vendors? The marketing technology space is made up of nearly 7,000 vendors. Given the crowded and fractured nature of the industry, conversation about the future of the space naturally turns to consolidation. It certainly seems like Adobe’s massive purchase of Marketo – at a rumored $4.75bn – is step in the direction of consolidation. However, Marketo provides B2B marketing automation technology which is functionality that Adobe did not previously possess. Also, Adobe pointed out that Marketo will continue to operate independently for the time being. So, it seems this acquisition was less about consolidating competition and more about gaining an incremental revenue stream. Lastly, clients often ask me if there is one marketing technology platform that can meet all their needs. Acquisitions like these show that there are many viable platforms but none yet that can do everything. Even as vendors like Salesforce, Adobe and Oracle invest heavily in filling out their stack, it will be years until everything is integrated and by then technology needs will likely have changed.
  2. Salesforce Introduces CRM Input Via Voice. CRMs are a necessary tool for every sales team. However, they are only valuable when sales reps are constantly updating them, which can sometimes be a pain. That’s why Salesforce released Einstein Voice to allow reps to update their CRMs through a voice UI instead of on desktop or mobile app. Also, reps can use the new voice UI to get information about accounts and briefings. Given Salesforce’s open platform, building custom bots to service sales teams unique needs could provide a huge boost in productivity by reducing the amount of time reps are clicking through a traditional CRM interface.
  3. Pinterest Opens API for Insights on Influencers. In the wake of high level data breaches and the EU’s General Data Protection Regulation (GDPR) many social media platforms have started to limit access to their data. This has frustrated many marketers because it makes targeting and measurement more difficult while having a limited impact on the safety of consumer data. Pinterest, however, made the decision to open their API to show performance data to influencer marketing partners. This is a great move by Pinterest that will help create a better experience for advertisers, influencers and consumers alike while still protecting the most sensitive data.
  4. Segment Helps to Ensure Data Governance and Quality: No matter how many flashy features are created for marketers, organizing customer data will always be the most important part of both media activation and analytics. This is why, at W2O, we are always touting the utility of Customer Data Platforms (CDPs). One such CDP, Segment, released a product they are calling Customer Data Infrastructure (CDI). The CDI will help by collecting data from all sources and processing it in a way that adheres to organization compliance as well as quality standards. This not only saves engineers and marketers time, but also protects companies from data mishandling. It may not be the most exciting part of marketing or analytics, but it’s absolutely critical to get right because it enables so many capabilities downstream.

Those are the four pieces of news we are watching closely this week. Watch this space weekly as we’ll continue to keep you updated on digital analytics and marketing technology trends.


If you’re interested in learning about W2O, check out our About and Analyticspages.

Want to chat? Drop us a line.

Read More
Tags:

As a digital marketer responsible for planning, executing and optimizing campaigns you have a finite amount of “free” time. You are constantly trying to ensure that the objectives of your campaign are met, and you are delivering value to the business. Some days it probably feels like you have very little time to breathe, let alone think about the strategic direction of your organization.

So, when you see announcements or articles in the marketing trade press about news regarding digital analytics, marketing technology or advertising technology it’s likely impossible to keep up. Even more so because digital analytics and marketing technology are two of the fastest growing industries in marketing today. You probably would love to learn more about how these data and tools could be used to help further your business objectives, but there is simply no time.

That’s why our team of experts is releasing weekly recaps to keep you up to speed. Here’s what we’re watching this week.

  1. Facebook Expands the Functionality of Their Tracking Pixel: Tracking Pixels, snippets of code used to track conversions, have been used for many years to track the effectiveness of digital media. They can be a useful tool; however, they are often limited in functionality and what channels they give insight into. Facebook last week started to open up their tracking pixel a little more when they introduced functionality to support Facebook Groups. Marketers can get excited about this development because it’s the first time Facebook is giving this level of insight into both paid and organic content.
  2. Amazon Starts Testing a Tracking Pixel of Their Own: Amazon has been working steadily to enter the digital advertising space. In fact, they brought in about $2.2 billion in sales last year. In order to strengthen their offering, they’ve started to test a tracking pixel that retailers can place on their Amazon.com product listings. These pixels will measure A) if conversion on Amazon is better than owned properties and B) how amazon stacks up against other platforms. Just like the Facebook news above, more insight into performance is certainly something for marketers to get excited about. However, we always advise also using a vendor agnostic model – like the one we’ve recently released at W2O – to get an unbiased view of attribution as well.
  3. Forrester Finds that Video Advertising is Still Huge – Just Much More Complicated: Forrester’s latest report on video advertising showed an expected $103 billion to be spent in 2023; that’s a big number! However, video advertising has become much more nuanced with the myriad of platforms and audiences available. Marketers used to be able to peg a certainly amount of budget to ‘TV’ as a category. Now they need to view TV as deserving of an entire media mix strategy in and of itself.
  4. Podcast Audiences Showing Advertising Potential: Moving from the mature channel of TV and Video to the nascent venue of podcasting. Podcasts have long touted a devoted and captive audience for marketers. However, the small scale of the audiences has limited the utility of the channel. As Nielsen recently reported, the scale issue may be going away as podcasts rise in popularity. From TV to podcasting and everything in between, it can be difficult to nail down an exact marketing mix with confidence. At W2O we use past performance, industry trends and statistical prediction to come up with the perfect strategy.

Those are the four pieces of news we are watching closely this week. Watch this space weekly as we’ll continue to keep you updated on digital analytics and marketing technology trends.


If you’re interested in learning about W2O, check out our About and Analytics pages.

Want to chat? Drop us a line.

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