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Should All Brand Activities Online Drive to E-Commerce?

October 11th, 2013 // 1:00 am @ // No Comments

Should All Brand Activities Online Drive to E-Commerce?

One of my clients brought up a very interesting question recently: Should all brand activities online drive to e-commerce? It’s interesting because it shows marketers’ increasing focus on proving digital marketing ROI. Let me explain. Marketers have always treated digital as another consumer media touch point. Hence they were content doing branding campaigns, social media, and […]

Category : Blog &Digital Marketing &Featured

Moving Beyond Conversions in Digital Measurement

August 5th, 2013 // 11:45 am @ // No Comments

Moving Beyond Conversions in Digital Measurement

Digital measurement has come a long way, from the earliest site counters to sophisticated multi-channel analytics tools; and from measuring simple page views to tracking event/engagement conversions. For today’s digital marketers, measuring “conversions” seems to be the end game. It’s like we’ve finally found the Holy Grail of digital measurement and now everything that we […]

Category : Blog &Business Intelligence &Digital Marketing &Featured

The Evolution of Media Planners

June 19th, 2013 // 2:15 pm @ // No Comments

The Evolution of Media Planners

Recently I had the interesting opportunity to work with a leading Chinese online video site on a brand sponsored content collaboration project. Coming from largely a performance marketing background, this project was a first for me in many aspects. Most importantly, it was THE very 1st time that I’ve been this closely involved in actual […]

Category : Blog &Digital Marketing &Featured &Popular

The Death of Audience Buy in China?

May 1st, 2013 // 12:31 am @ // No Comments

The Death of Audience Buy in China?

It’s certainly ironic that this column came right after my last article on the tremendous growth and potential of audience buy in China. And it’s even more amazing that I’m writing this column a mere two months after an earlier article on my predictions for 2013 China digital media buying trends. So what in the world happened?…315! For those who don’t […]

Category : Blog &Business Intelligence &Digital Marketing &Featured

A closer look at the audience buy buzz in China

March 29th, 2013 // 4:14 pm @ // No Comments

A closer look at the audience buy buzz in China

The latest buzz in media has definitely been the concept of “audience buy”. This buying concept essentially changes the operating model between brands, media agencies, and publishers. The traditional way of digital media buying usually consists of media agencies buying display ads directly with publishers. Agencies determined which publishers to buy based on the matching […]

Category : Blog &Digital Marketing &Featured

2013 Digital Media Buying Trends in China

February 27th, 2013 // 9:48 am @ // No Comments

2013 Digital Media Buying Trends in China

It’s the start of the year, and everyone has brought out their crystal balls. So let me also look into mine and see what it says about the digital media buying trends in China for 2013. 1. Slow adoption of DSP/Ad Exchange inventory buying DSP (Demand side platform)/RTB (Real time bidding) is a fast growing […]

Category : Blog &Digital Marketing &Featured

My “making friends” experiment on Momo and Wechat

January 30th, 2013 // 12:14 am @ // No Comments

My “making friends” experiment on Momo and Wechat

Before you judge me based on title, let me explain myself 🙂 Momo is one of the hottest social LBS apps during 2012 in China, with a user base of more than 20 million and 2 million daily active users. However, I am NOT amongst those 20 million Chinese folks. BUT as a digital enthusiast, […]

Category : Blog &Digital Marketing &Featured

A Framework For Implementing Web Analytics

January 15th, 2013 // 11:20 pm @ // No Comments

A Framework For Implementing Web Analytics

In my previous column (http://www.clickz.asia/8891/dear-agencies-stop-reporting-your-own-success-metrics-part-2) I talked about how to increase our web analytics effectiveness. But in order to truly get the most value of web analytics, it’s important to have a holistic approach to implementation. So today I’d like to delve deeper into a framework for implementing web analytics. Now web analytics is nothing […]

Category : Blog &Business Intelligence &Digital Marketing &Featured

Dear Agencies: Stop Validating Your Own Success Metrics – Part 2

December 3rd, 2012 // 12:31 pm @ // No Comments

Dear Agencies: Stop Validating Your Own Success Metrics – Part 2

Last column, I covered the often lack of reporting effectiveness for media agencies and how we can improve. To summarize, most of media agency reporting focus too much on the front-end media impressions/clicks and not enough on conversion effectiveness. The reason for that is that most of the conversion data lies with creative agencies, and […]

Category : Blog &Digital Marketing &Featured

Dear Agencies: Stop Validating Your Own Success Metrics – Part 1

October 16th, 2012 // 10:50 am @ // No Comments

Dear Agencies: Stop Validating Your Own Success Metrics – Part 1

Let me first start off by saying that I’m NOT a brand manager, but if I was… most of the reports provided by media/creative agencies would be thrown out the window. For the focus of these reports are mostly about “padding ourselves (indeed I’m from an agency) on the back”, rather than increasing digital marketing […]

Category : Blog &Business Intelligence &Digital Marketing &Featured

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