Entries by Dakota Silver

Unified Marketing Measurement Case Study At The Advertising Research Foundation

Fraud Impact On Measurement Outcomes = Highlight Of Presentation C3 Metrics, a leading unified marketing measurement platform, today announced that Jeff Greenfield, Chief Operating Officer, is scheduled to present at the Advertising Research Foundation’s Cross-Platform Measurement Council Attribution Showcase on Monday June 11th. The Advertising Research Foundation (ARF) is the industry leader in advertising research […]

What’s a Winning Attribution Process Playbook?

Like anything in business, it’s one thing to say it…it’s another thing to do it. One of C3 Metrics’ clients shared his process playbook for attribution buy-in and organizational adoption. In the sixth video, Matt DiAntonio of Carbonite shares how he tackled one particularly challenging marketing channel, saving $750k each year, and then growing revenue […]

“5.4” Invoking Marketing Dept Audits by PwC, EY, Deloitte?

According to Salesforce’s 2020 Report, 5.4 = the average number of marketing channels used in 2017 by advertisers. In 2018, it will climb to 6.2 different channels. Yet according to the DMA Report from 2017, only 13% of advertisers are using advanced attribution. Meaning, 87% of advertisers still give credit to one channel (also known […]

What % Does Creative Impact TV & Digital?

Creative in TV = 70% of impact. Creative in Digital = 35% of impact. Creative = King in TV David Poltrack, Chief Research Officer at CBS still holds the title for advertising’s best ad research ever. In 2013, at the ARF he presented a comprehensive study concluding that 70% of TV advertising’s impact comes from […]

Here’s the Kicker…

“We expect all our businesses to have a positive impact on our top and bottom lines. Profitability is very important to us or we wouldn’t be in this business.” – Jeff Bezos Profitability through Bezos’ lens embraces accounting terms like “matching principle”: matching unit level revenue to unit level cost. Every metric attempting to measure […]

Can You?

Did Henry Ford practice yoga? He once chanted, “whether you think you can, or you think you can’t—you’re right.” Practicing yoga with my first class over seven years ago changed my life by opening doorways never seen. But not right away. It took years of ‘doing it wrong.’  But doing it wrong (a matter of interpretation) was […]

Google’s Got FB’s Number (Phone Match) + Custom Aud

Google just announced “custom audience’ matching by phone number. Because Android powers roughly 61% of all Smartphones globally, and Gmail asks for a recovery phone number on every Gmail account, Google just leap-frogged into FB’s targeting pond. Or, cannon-balled into FB’s targeting pond. Facebook was the first to launch ‘Custom Audiences’ where advertisers upload their […]