Damon Ragusa

Monday, 29 October 2012

Digital Conversation in the Boardroom

Damon Ragusa, ThinkVine Founder & Chief Strategy Officer, presented at the iStrategy Digital Marketing Conference in Chicago this month on elevating the digital converstaion in the boardroom. In his presentation he discusses the steps marketers should take to link their digital marketing to financial performance and forecast future results.

Monday, 22 October 2012

Agent-Based Modeling | Marketing Mix Optimization Whitepaper

Fundamental shifts in the consumer marketing landscape have created a demand for better ways to understand both consumers and the marketing used to influence them. Historically, firms have used a variety of statistical techniques to build mathematical representations of the relationship between marketing spend and the resulting outcomes, typically some measure of sales. And in the past when there were fewer options on how to spend marketing dollars, these techniques fit the requirement well. Today, the number of options available to connect with consumers has exploded – each with unique measurements, resulting in a general lack of confidence in the effectiveness of traditional statistical modeling tools.

Monday, 6 August 2012

Finding the Smart Data in all that Big Data

If you're a marketer and you don’t live under a rock, you’re inundated with talk about “big data.” You’ve heard things like: If you don’t have a serious big data project you’re missing the boat.

Wednesday, 18 July 2012

Data, Data Everywhere - But Where's the Marketing Performance?

More companies than ever are identifying themselves as “data-driven,” but challenges in managing, interpreting and implementing the data continue to mount. A recent study by the Columbia Business School and NYAMA reported that “39% of marketing executives confess that they have lots of customer data but don’t know what to do with it.” Data projects are expensive and time-consuming and, often time, leave marketers without answers to foundational marketing questions, including “How can I use this data to deliver better results and improved ROI?”

Thursday, 23 June 2011

Death of the Last Click

It seems the notion of the ‘last click’ in advertising isn’t yet dead but is likely on death’s door. The ‘last click’ is a reference to how marketers and marketing analysts have put more emphasis on the last impression before a purchase. This impression is frequently the most measurable advertising impact such as search or banner ads…click it then buy it. But logic insists that many other events have influenced the consumer along the way. Those other influences get deemphasized when marketers simply ‘count the things they can count’. The last click problem is fundamentally a gap between the things we can measure and actual consumer behavior.