I stink at New Year’s resolutions. My track record is so bad I’ve all but given up making them in my non-work life. But as a professional exercise, it struck me that writing down some New Year’s resolutions could actually be a really great thing, something I could refer back to throughout the year to remind me of important unanswered questions I had at the start of 2013.
For me, this year must be about continuing to evolve my thinking on what it means - and what it takes - to be a successful 21st century marketer. This means thinking beyond my favorite acronyms, the display media LumaScape, and RTB growth numbers, and aiming bigger and broader. So, this year, I resolve to:
Prove the value of programmatic buying, data management and advanced attribution. I want to know, and show, once and for all that there are real, tangible, bottom line benefits to adopting these tools and practices - to the industry, to marketers, to the agencies who support them, and to the publishers who serve them. I genuinely believe that if buyers embrace the concepts outlined in our report, The Future of Digital Media Buying, it’s a money-making decision in the long run. But the best way to convince others is to prove it! So I’m fielding a survey to marketers and agency folks right now to try and get some answers. In fact, if you’re a marketer or agency person (no vendors please), I’d LOVE for you to take the survey. It’s here.