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Steve Latham

Archive for Online Advertising

The Five Forces Driving Attribution: Media Measurement Comes of Age

July 26, 2011
Advertisers are (finally) looking beyond the last click.  Here is an overview of the Five Forces that are driving adoption (also published by MediaPostin May 2011) It’s been 3 years since measurement buzzwords “attribution” and “engagement mapping” emerged with great...

Posted in Online Advertising, Web Analytics | No Comments »

Attribution 101: Full Funnel Media Measurement

July 12, 2011
The What, Why and How of Online Media Attribution [if you like presentations, view "Attribution 101" on slideshare] Anyone who has ever bought (or sold) display ads is painfully aware of the need for new metrics for online media.  While “last-click wins” may work for paid...

Posted in Online Advertising, Web Analytics | No Comments »

Measuring ROI: a Primer for Online Marketers

June 28, 2011
As marketing dollars have become more scarce, the importance of measuring ROI and building a business case to support investment has become paramount.  For those seeking to better understand this subject, here’s a “simple” methodology for quantifying value.  In this case, we’ll look at...

Posted in Online Advertising, Web Analytics, Web Strategy | No Comments »

Display Ad Landscape: Latest from LUMA

June 20, 2011
Latest Display Ad Landscape slide from LUMA Partners (6/11)

Posted in Online Advertising | No Comments »

Online Demand Generation: A Deeper Dive

October 15, 2009
Online demand generation is more than using the web to generate leads. Creating demand that ultimately results in sales requires a strategic approach and a thorough understanding of how to measure the effectiveness of online media. Here is the info you need to become a demand generation...

Posted in Online Advertising, Online Lead Generation | No Comments »

Online Ad Revolution… or Evolution?

April 29, 2009
Let’s get ready to rumble!!! A heated debate is raging in the interactive media world about whether advertisers should purchase online ads from Premium Content Providers or their customers / competitors, the Ad Networks. Here’s a quick breakdown: Premium Content Sites...

Posted in Online Advertising, Question of the Week, SEM | No Comments »

The Truth About Display Advertising

January 21, 2009
If you are reading this, you’re probably expecting to another pundit to start bashing display ads.  Sorry to disappoint you but I’m actually going to defend the proverbial step-child of online media (don’t despair media salespeople, you’re still above 3rd party email,...

Posted in Integrated Strategy, Online Advertising | 1 Comment »


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