As a fresh blog.ogilvypr.com user i just wanted to say hi to everyone else who uses this site B-)

I’m writing a few articles right now and want to get some info and opinions.

A BEAST IN PARADISE is absolutely amazing! It is ultra modern, stylish, slick, high tech, believable and extremely visual. It takes the reader on an incredible journey between the past, present and future. You can’t stop turning the pages of this book, because you find yourself continuously reacting to everything that confronts the main character, Dr. Jerome Hendricks. What is revealed while journeying through the world of Dr. Hendricks, is that treating his patients from a deadly disease called symbionic withdrawal is being caused by the misuse of a banned symbionic chip. His investigation also presents clues that show that this lethal and addictive chip is based on an ancient science, which enabled the early alchemists to apply higher knowledge and mental power to accomplish incredible deeds. It doesn’t take long before Hendricks determines that the chips are being illegally distributed by a powerful global conspiracy.

The stakes are high and only members of a secret society known as the Disciples of Sef can interpret the hidden messages, which can neutralize the mental effects of symbionics and the chips. This prompts Hendricks to write a bestselling book about it and how to cure symbionic withdrawal. As a result, he becomes a threat to Eric Krill a wealthy businessman who seeks to distribute symbionic chips to powerful people. To stop Krill, Hendricks enlists the help of Dr. Deborah Hilter who is an expert biotechnologist and a member of the Disciples of Sef. Together they devise a plan and embark on a mission to prevent the illegal mass distribution of symbionic chips worldwide. This book is extremely well written and has an almost hypnotic effect on the reader, because of its intensity, historical symbolism and clarity, which continuously draws the reader deeper into every scene all the way to the final conclusion. It is a masterpiece and destined to become a classic, much like the “Da Vinci Code,” and “The Time Machine.”

It’s powerful, unique and a winner! You came to the right people to work with.

Thanks.

J.

Good piece on the issue of “last click attribution”. From a practical perspective, the “rules of attribution” are taking precedence over the “rules of advertising” providing a skewed perspective on the optimal balance between PPC advertising and display based advertising.

Under the “last click” rule of attribution, click driven channels such as PPC search, are attributed and credited for a disproportionate amount of transactions. While PPC advertising is an effective online advertising channel, it benefits from being widely used at the start and end point of the consumer purchase cycle. By attributing 100% of a transaction to the last click, there is a danger in underestimating the contribution and value of impression based channels.

It is not a question of display based programs being more effective than PPC Advertising or vis-versa, it is a about how both channels work together and their overall role within the purchase cycle.

What we do need to get much smarter on however is building predictive models that attempt to account for as many of these interactions as possible and drive the level of uncertainty to a point where a marketer can live with it.

Many pieces of the puzzle are coming together. As web analytics, multivariate testing, behaviorial and remarketing ad networks, and competitive tracking improve - the ability to drive to a new level of certainty exists. The difficulty that exists is that no one owns all of the pieces to the puzzle nor have the developed the relationships with other technology firms to create the first steps towards this level of metrics and measurement. In fact, there appears to be a reluctance to do so.

Furthermore - measurement is just the first step. Its just data. To make this entire concept of attribution important - we need to turn it into action. This will require someone using algorithisms not unlike what the multivariate testing firms use applied to content and apply it to the larger problem of attribution by expanding their scope to not only include analysis of message but of placememt, timing, and customer. Adding this level of ‘darwining’ predictive actioning to attribution, in real time can lead to solutions without having had to know all the answers before you start.