Artwork

Το περιεχόμενο παρέχεται από το Martin Kihn. Όλο το περιεχόμενο podcast, συμπεριλαμβανομένων των επεισοδίων, των γραφικών και των περιγραφών podcast, μεταφορτώνεται και παρέχεται απευθείας από τον Martin Kihn ή τον συνεργάτη της πλατφόρμας podcast. Εάν πιστεύετε ότι κάποιος χρησιμοποιεί το έργο σας που προστατεύεται από πνευματικά δικαιώματα χωρίς την άδειά σας, μπορείτε να ακολουθήσετε τη διαδικασία που περιγράφεται εδώ https://el.player.fm/legal.
Player FM - Εφαρμογή podcast
Πηγαίνετε εκτός σύνδεσης με την εφαρμογή Player FM !

27. Rex Briggs – the theory of Marketing Evolution

30:50
 
Μοίρασέ το
 

Manage episode 388718888 series 3282852
Το περιεχόμενο παρέχεται από το Martin Kihn. Όλο το περιεχόμενο podcast, συμπεριλαμβανομένων των επεισοδίων, των γραφικών και των περιγραφών podcast, μεταφορτώνεται και παρέχεται απευθείας από τον Martin Kihn ή τον συνεργάτη της πλατφόρμας podcast. Εάν πιστεύετε ότι κάποιος χρησιμοποιεί το έργο σας που προστατεύεται από πνευματικά δικαιώματα χωρίς την άδειά σας, μπορείτε να ακολουθήσετε τη διαδικασία που περιγράφεται εδώ https://el.player.fm/legal.

Rex founded Marketing Evolution in 2000 to build on the cross-channel measurement and audience insight techniques he started to develop as a young researcher at Yankelovich and Wired in the mid-1990s.

You can find a meticulous biography of Rex right here and his outfit Marketing Evolution continues to add value here. These days Rex is a speaker, author, visionary pundit and very entertaining podcast guest, as Marty and Jill discover this week.

He has been working in and around the area of ad effectiveness and impact measurement since the early days of digital. He was Wired’s first chief researcher, starting in 1995, at a time when staffers sat on desks made out of hollow-core doors and filing cabinets in an effort “to seem more start-up-y.”

Wired Offices in San Francisco in Early 1996

Rex applied experiments on the HotWired home page. This version from late 1995 is an example of the type of page benefitting from his neural network-driven optimization approach. (For a fascinating look back at HotWired’s history and design evolution, check out this article. There was apparently “nasty fighting” over the idea of putting ads on the home page; in a magazine paradigm, covers were ad-free.)

Rex became known for pioneering an ad effectiveness testing methodology that used test-and-control design and intercept surveys to determine the impact of particular ad campaigns on self-reported purchase intent. The method used different servers and the substitution of public-service ads (PSAs) in a set-up that later became a standard way to measure the impact of digital ads. It was widely noticed and adopted by industry bodies such as the IAB. (You can find the full study here.)

Rex founded Marketing Evolution in 2000 as an alternative to joining the research team at Amazon — a decision made, he says, mostly for reasons of meteorology (rain) and matrimonial harmony. His vision was to develop a platform that could combine online and offline impression and sales data in a unified framework, to determine the ultimate drivers of ad effectiveness and consumer motivation. It was an ambitious vision that remains active today.

Rex is the author of What Sticks: Why Advertising Fails and How to Guarantee Yours Succeeds (2006), which espoused the ‘4 M’s’ of Measurement, Media (placement), Message (creative) and Maximization. He later wrote about social media impact and a phenomenon he called “The Momentum Effect.” And in 2012, he published SIRFs Up – Catching the Next Wave in Marketing: The Story of How Spend To Impact Response Functions (SIRFs), Algorithms and Software Are Changing the Face of Marketing.

In this reflective conversation, Rex tells Jill and Marty why the dot-com boom “wasn’t as boom-y” for him as for others; why Wired was such a great place to work; what he didn’t foresee about the dangers of clustering algorithms; and what we can all learn from the development of (living) trees.

  continue reading

65 επεισόδια

Artwork
iconΜοίρασέ το
 
Manage episode 388718888 series 3282852
Το περιεχόμενο παρέχεται από το Martin Kihn. Όλο το περιεχόμενο podcast, συμπεριλαμβανομένων των επεισοδίων, των γραφικών και των περιγραφών podcast, μεταφορτώνεται και παρέχεται απευθείας από τον Martin Kihn ή τον συνεργάτη της πλατφόρμας podcast. Εάν πιστεύετε ότι κάποιος χρησιμοποιεί το έργο σας που προστατεύεται από πνευματικά δικαιώματα χωρίς την άδειά σας, μπορείτε να ακολουθήσετε τη διαδικασία που περιγράφεται εδώ https://el.player.fm/legal.

Rex founded Marketing Evolution in 2000 to build on the cross-channel measurement and audience insight techniques he started to develop as a young researcher at Yankelovich and Wired in the mid-1990s.

You can find a meticulous biography of Rex right here and his outfit Marketing Evolution continues to add value here. These days Rex is a speaker, author, visionary pundit and very entertaining podcast guest, as Marty and Jill discover this week.

He has been working in and around the area of ad effectiveness and impact measurement since the early days of digital. He was Wired’s first chief researcher, starting in 1995, at a time when staffers sat on desks made out of hollow-core doors and filing cabinets in an effort “to seem more start-up-y.”

Wired Offices in San Francisco in Early 1996

Rex applied experiments on the HotWired home page. This version from late 1995 is an example of the type of page benefitting from his neural network-driven optimization approach. (For a fascinating look back at HotWired’s history and design evolution, check out this article. There was apparently “nasty fighting” over the idea of putting ads on the home page; in a magazine paradigm, covers were ad-free.)

Rex became known for pioneering an ad effectiveness testing methodology that used test-and-control design and intercept surveys to determine the impact of particular ad campaigns on self-reported purchase intent. The method used different servers and the substitution of public-service ads (PSAs) in a set-up that later became a standard way to measure the impact of digital ads. It was widely noticed and adopted by industry bodies such as the IAB. (You can find the full study here.)

Rex founded Marketing Evolution in 2000 as an alternative to joining the research team at Amazon — a decision made, he says, mostly for reasons of meteorology (rain) and matrimonial harmony. His vision was to develop a platform that could combine online and offline impression and sales data in a unified framework, to determine the ultimate drivers of ad effectiveness and consumer motivation. It was an ambitious vision that remains active today.

Rex is the author of What Sticks: Why Advertising Fails and How to Guarantee Yours Succeeds (2006), which espoused the ‘4 M’s’ of Measurement, Media (placement), Message (creative) and Maximization. He later wrote about social media impact and a phenomenon he called “The Momentum Effect.” And in 2012, he published SIRFs Up – Catching the Next Wave in Marketing: The Story of How Spend To Impact Response Functions (SIRFs), Algorithms and Software Are Changing the Face of Marketing.

In this reflective conversation, Rex tells Jill and Marty why the dot-com boom “wasn’t as boom-y” for him as for others; why Wired was such a great place to work; what he didn’t foresee about the dangers of clustering algorithms; and what we can all learn from the development of (living) trees.

  continue reading

65 επεισόδια

Όλα τα επεισόδια

×
 
Loading …

Καλώς ήλθατε στο Player FM!

Το FM Player σαρώνει τον ιστό για podcasts υψηλής ποιότητας για να απολαύσετε αυτή τη στιγμή. Είναι η καλύτερη εφαρμογή podcast και λειτουργεί σε Android, iPhone και στον ιστό. Εγγραφή για συγχρονισμό συνδρομών σε όλες τις συσκευές.

 

Οδηγός γρήγορης αναφοράς