Tag : Data

As CMOs Increase 2016 Digital Marketing Budgets, An Opportunity Emerges

CMOs will be increasing budgets in social, mobile and analytics both short-term and over the next few years, according to a bi-annual survey conducted by the Duke University School of Business. The results of the survey show that B2C and B2B marketing executives will be increasing marketing spend on mobile 160% in the next three years, despite difficulties in demonstrating ROI: Which best describes how you show the impact of social media on your business? Survey respondents indicated they plan […]

Facebook Relevance Score: The Magic Number

In an effort to keep its advertiser base better in tune with performance indicators, Facebook has recently started sharing ad Relevance Scores with performance marketers. This figure ranges on a scale of 1 to 10 and helps advertisers understand if a marketing message is relevant and engaging to its target audience. The Relevance Score is an amalgamation of many metrics: Engagement Clicks Conversions Click-Through Rate (CTR) Positive Reviews and Negative Reviews While not a primary indicator of an ad’s success, […]

Anatomy of a Growth Marketer: Yondy Thong

Anatomy of a Growth Marketer is an ongoing blog series showcasing top talent in the field of digital advertising. Great in-house advertisers are the lifeblood of digital business growth. They are methodical and analytical, using results from real-time reporting to iterate on best-performing creative and copy as well as to identify under-performing campaigns. A seasoned performance marketing specialist is expected to wear many hats, and may be responsible for a significant percentage of spend (resulting in significant company growth). What’s […]

Anatomy of a Growth Marketer: Dae Son, DraftKings

Anatomy of a Growth Marketer is an ongoing blog series showcasing top talent in the field of digital advertising. Boston is perhaps best known for its B2B tech and ecommerce offerings, but it may not surprise Red Sox, Patriots or Bruins fans to know that one of the biggest names in the local startup scene is DraftKings, a daily fantasy sports site with more than one million registered players and over $200 million in yearly prize payouts. Founded in 2012, […]

Advertising SaaS: Behind Ad Tech’s Growth to $100B in 2020

A recently released report from independent consulting firm Technology Business Research projects that ad tech revenue will increase from $30B in 2015 to $100B in 2020 — a 300%+ increase over a 5-year span. According to MediaPost, this rapid boost in revenue is a clear reflection of “advertisers’ continued shift toward digital formats and the rise of self-serve platform offerings.” To formulate the $100B figure, the consulting firm evaluated vendors from four different segments — data management platforms, demand-side platforms, ad […]