Let’s Stop Focusing on Data and Get Back to the Message

on September 24, 2015

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In her first post, Mary Beth Sousa, senior engagement manager at Theorem, explains why she has a more balanced view of the relationship between traditional and technical marketing than many others do.

Here’s my problem with big data: it’s a term that probably last made sense around the year 2000.

The reality is that for many of the brands trying to navigate the challenging minefield of so-called business intelligence—for help in the area of digital outreach—it would be more useful if the term were megadata.

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Kara DegeorgisLet’s Stop Focusing on Data and Get Back to the Message

Innovating in a Rapidly Changing Landscape

on July 6, 2015

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Essential reading for media executives who are exploring strategies to update their digital capabilities.

Navigating market change requires staying one step ahead of the digital landscape. This brief provides key takeaways from a recent Theorem-hosted roundtable discussion designed to uncover the critical enablers – and major roadblocks – that could impact digital strategies.

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Kara DegeorgisInnovating in a Rapidly Changing Landscape

Dynamic Creative Optimization (DCO) Is the Ultimate Destination, but…

on July 6, 2015

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…you don’t have to go all the way there in one leap. Theorem Inc.’s delivery head, Manuel Moreta, discusses the steps necessary for moving towards Dynamic Creative Optimization (DCO).

No one would deny that one of the major drivers of change in the digital marketing sector is the move to user-centric design. And it’s got to be seen as a positive development. Why? Because the only way to create compelling, personalized content that really connects with target groups is to make sure it’s produced at the most individualized, customized level possible.

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Kara DegeorgisDynamic Creative Optimization (DCO) Is the Ultimate Destination, but…

Is There Still a Need to Debate the Flash-versus-HTML5 Question?

on June 23, 2015

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Theorem Inc.’s delivery head, Manuel Moreta, says it’s time for still-hesitant chief marketing officers to make a decision here.

Where do you stand in the great Flash-versus-HTML5 debate? Aren’t we past that debate? I’m not saying it’s not an issue, as I’ll explain. And yes, there are still reasons to be aware of and favor Flash. But HTML5 is really where you need to be right now. Why am I so sure? Let’s take a quick rearview mirror glance at the road so far and what’s led us here.

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Kara DegeorgisIs There Still a Need to Debate the Flash-versus-HTML5 Question?

The Internal Trading Desk’s Time Has Come

on June 19, 2015

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In his first post in the new Theorem digital issues discussion space, the firm’s vice president of digital strategy, Nick Strauss, says that first, we need to answer some tough questions in order to get the trading-desk move right and then we need to decide what to consider before taking the in-house route. 

The trading desk. To build or not to build? That is the question. And sometimes it really does seem as if we face a kind of Hamlet-style dilemma in the digital marketing world when we ask ourselves that Shakespearean question. Chief marketing officers have a number of options they can consider, but if you’ve definitely decided to go the in-house route and build a trading desk, there are a number of issues to explore. And there’s no easy way to choose the right path—as far as most chief marketing and chief revenue officers see it, at least.

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Kara DegeorgisThe Internal Trading Desk’s Time Has Come