“Data trades inversely to liquidity.Beyond the empirical sciences of revenue optimization, behavioral targeting, customer segmentation and the discovery of on-line arbitrage there lies a need for basic research that develops fundamental models for understanding the environment in which a firm operates and how to question the unknown.
This type of science is closer to applied sociology or experimental physics than the tradition of ponderous economics in that it is driven by and dependant on the immense mass of data that new businesses are generating.
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A great example of the camera’s potential to push mainstream interaction even further, beyond touch. Will be really interesting to see what combinations of tracking eye, facial expressions, head movements, hand gestures and touch that we’ll end up find intuitive.
Naturally, being a big proponent of direct observation as opposed to surveys and focus group, my mind completely explodes when considering about the advertising analytical potential of this data set :)
“The analytical apocalypse: Companies must develop non-cookie-based analytic models. In our brave new world, our reliance on third-party cookies will no longer be permitted. Advertisers will need to create models that can connect advertising campaign results to website traffic and landing pages without the use of cookies. Advertisers will need to ask themselves can if their current optimization models do that. Most likely not. Methods, the mathematics and data models will need to drastically change to optimize our online programs effectively.”The Analytical Apocalype, the best online advertising piece I’ve read in a long time.
More data on this topic, that has already been proven a billion times over: creative is the number one driver of effect in just about any ad campaign, and online is just more of the same. 5x is massive. It’s almost as if the media plan doesn’t matter.
But still, the only thing I hear people talking about is targeting, DSPs, ad exchanges, SSPs blabla.
“All online advertising is display. The rest is jargon.”Me, having a Twitter moment.
“The most successful marketer will be those that can deliver something as mundane as the truth in an entertaining and engaging way.”Alex Bogusky in a great interview over at Please Copy Me.
Congratulations CP+B!
…for convincing Daddy to sell their agency. And congratulations Daddy I guess, since they’re getting paid a handsome amount for doing so.
Crispin Porter + Bogusky is recognized as the world’s best agency, being the creators of classics such as Whopper Freakout, Whopper Sacrifice and Subservient Chicken (yes, it seems as BK has been a good client). And now they’re venturing into Europe by purchasing Daddy, with the objective of creating an innovation powerhouse in Gothenburg, Sweden, of all places.
This is naturally exciting stuff, mostly because I’m happy for all the founders/partners at Daddy, but also since I’ll get the chance to see how the industry’s best and brightest are working up close. I attended CP+B’s Digital Peep Show in NYC last week and I was extremely impressed by how they approach things!
Again. Congrats Björn, Jonas, Gustav and the rest. You deserve it!
Talking the talk
Yay! Two new speaking engagements coming up:
Creative Summit, Sweden (17-18 june)
I’ll be speaking strictly on Burt’s products, the business case for why online advertising needs a creative injection and what our plans are for this year. It takes place waaaay up north in Sweden and includes speakers form Coke and Disney so most likely it’ll be totally awesome.
Webdagene, Norway (10-11 sep)
This will be a talk on constrained creativity, remix as an innovative process and how technology will revolutionize online advertising. Yup, big words. Looking forward to meeting Paul Annet from Clearleft, one of my heroes when it comes to web UX.
Both events look like they have rock solid organisation so I’ll probably post videos of both!
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