Recent Posts by Jim Greco

This week’s guest blog post is contributed by Jim Greco, Senior Analytics Director, Oracle Data Cloud. For those of us in the digital marketing industry, it’s a well-known fact the last quarter of the year is the most active and competitive for available advertising inventory.  According to eMarketer, fourth-quarter spending in 2016 was more than $650 billion and ad spending grew +64 percent versus the same period in 2016. This is a noticeable difference from the 40-50 percent...

This week’s guest blog is contributed by Jim Greco, Senior Analytics Director, Oracle Data Cloud. Previously, I wrote about a growing infatuation with using Return on Ad Spend (ROAS) as the sole performance metric for determining whether an online campaign was successful. I expressed concern about this ‘marketing myopia’ behavior because it is short-sighted and undermines a brand’s ability to grow sales and remain healthy. My prior remarks notwithstanding, it would be silly...

This week’s guest blog is contributed by Jim Greco, Senior Analytics Director, Oracle Data Cloud. Many articles about marketing campaign measurement invariably begin with a variation of one of the two statements: “We can finally answer the iconic question posed years ago by famous retail magnate John Wanamaker: "Half of my advertising is wasted. I just don’t know which half." … or … "We are entering a golden age of marketing measurement and accountability for marketing...

This week’s guest blog is contributed by Jim Greco, Senior Analytics Director, Oracle Data Cloud. Marketing in the online world provides immense opportunities to target specific consumers for advertising campaigns. But this task is made more difficult because there are so many targets available for advertisers to use. Targets are based on browsing behavior, online surveys, and more recently, offline purchase behavior. This creates a difficult situation for marketers: how should...