Martin Kihn

Martin Kihn

Martin Kihn is a Research Vice President at Gartner, specialising in data-driven marketing and advertising technology.

My biggest surprise of 2018 (so far) is to extent to which marketers are rediscovering their “brand.” What’s going on? We can imagine existential threats from mysterious quartets, but it’s still just a rediscovery — the brand hasn’t gone anywhere. It’s always important. Which doesn’t make it any easier to

Perfect is the enemy of good – at least, in marketing measurement. Demands from a CMO to know “exact ROI” can be just as inhibiting as an analytics department head with zero tolerance for estimates. Hacks are a shortcut, and like all shortcuts, they represent a kind of trade-off between

Cookie, Biscuit

The #2 aquatic-themed celebrity site on the web in 1997 belonged to red-suited Baywatch babe Pamela Sue Anderson. The #1 site featured a live cam mounted on an SGI workstation in the office of a 23 year-old University of Kansas “Jayhawk” named Lou Montulli. It was pointed at a pod

advertising, shoe, mural

Much of the screech about Cambridge Analytica, foreign actors and bots swaying elections via the medium of advertising seems to me naive. (And I’m not the only one.) Setting aside the ethical oompus boompus, it betrays a touching optimism about how advertising works. Generations of geniuses have worked heroically to

Swimming in the red ocean of ad networks in the mid-2000’s, BlueKai was fish of a different colour: a company that wasn’t trying to sell you ads or buy them for you, but rather offered information about people. Were they in the market for a car? What kind of car?

AI and related topics are quite the soup of the moment. Here’s a glimpse at Google Trends over the past couple of years: And Gartner’s most recent CMO spending and strategy surveys show nothing but green arrows up for marketing analytics. The popular job site Glassdoor reported that “data scientist”

In a world gone wild with self-promotion, Dr. Boris Mouzykantskii does not have a Wikipedia page and barely registers in a routine search. Yet ad tech majordomo Terence Kawaja of LUMA Partners calls him “the Godfather,” saying “much of the industry tech can be traced back to his work” — his

Note that these numbers are rounded, sometimes seriously so. Any marketer could memorize them. For more info see Gartner’s “The State of U.S. Advertising: 2017-2018,” by Haixia Wang (subscription required). Sign up to Which-50’s Digital Marketing Newsletter Big Picture Global ad spending: $500B U.S. ad spending: $200B Yearly growth rate:

commbank small business services

In May, the IAB released version 1.0 of its Dynamic Content Ad Standard – only seven short years after its first OpenRTB spec. That 84-month lag points to the relative status of dynamic creative and programmatic targeting. Pity the poor creative, which has inspired comments over the years mostly on its unfulfilled potential. As the IAB admits in

Imagine two scenarios: Scenario #1: Lizzy shops for a tartan dog leash on and makes a purchase. She is bombarded with ads for the same leash for months. Frustrated, she goes to the etailer’s app and closes her account but continues to receive offers by email. She reports them as