In the last post, I looked at two measurement lenses that tracked revenue and customer habits & preferences.  Return on Insight and Return on Investment give you a view for finding and then converting your target customers. This post covers the other half of the 4 ROIs – Return on Involvement and Return on Innovation. Return on [...]

It’s that time of year for nostalgic reviews of the year that was and bold predictions about the year to come.  This is not one of those posts. I’ve already issued the call to make next year your “Year of Mobile.”  There are plenty of stats there to support the idea that consumers have rabidly embraced [...]

Google became a multi-billion dollar behemoth one nickel at a time through its AdWords program.  Look how that turned out.  You take one billion nickels and all of a sudden you have a lot of money. What’s the lesson here? Building anything successful requires patience. You need to learn what works, execute it well and that will [...]

During a mobile advertising presentation at a recent digital marketing conference, I heard the presenter say sheepishly that this was not “the year of mobile”.  Besides injecting a self-defeating note into an otherwise interesting and compelling presentation, I have a hard time understanding why some people feel a need to constantly parrot this statement. Mobile is [...]

The IAB Canada’s MIXX conference has just wrapped and there were some interesting presentation on the state of the digital world. I was tempted to write up a summary but as I was doing some fairly active live tweeting, that’s probably the best way to capture to key takeaways. Here’s a snapshot of some of my [...]