This morning I was looking for flights from Sydney to Melbourne. When typing in ‘Qantas’ into Google, I noticed that only the paid ad appeared above Google Flights – Google’s own comparison product for flights. You can see the screenshot above – the paid ad for Qantas is at the very top of the search […]
This week the collapse of the UK travel giant Thomas Cook made global headlines. While tourism experts discuss all the possible reasons for the firm’s bankruptcy, there is one very interesting fact that is hard to ignore: Thomas Cook failed despite being an iconic brand. Thomas Cook has a strong heritage: with 178 years, it […]
Background Some attentive readers may recall reports that Uber sued their mobile agency Fetch in 2017. Uber had argued the agency was “running a wild west of online advertising fraud,” and claimed credit for app downloads that happened without customers clicking on ads. When the case was not assigned to a San Francisco state court, […]
Next week (6 June 2019), I will be giving a talk on how audience targeting and AI optimised campaigns can backfire and lead to wrong business outcomes. Will share some simple examples and some recent research findings. Come along at 3pm to the technology stage and say ‘hi’ – curious to hear everyone’s experience on […]
Our latest findings on our third-party audience validations are now available online on SSRN. This research has been peer-reviewed and will appear in the Frontiers section of Marketing Science. Given recent privacy trends, it appears more important than ever to understand the benefits of third-party data. Unfortunately, our estimates show that the high costs of […]
The global car rental brand Hertz alleges in the filed suit that Accenture failed to deliver a “usable” site or app despite paying more than $32 million for the job. This is a great example illustrating that hiring large and well-known providers will not always lead to customer satisfaction or the best outcome. Read more […]
From 25 April- 1May 2019, I will be in San Francisco and open the Ad Ops Track at AdExchanger’s Programmatic IO with the talk “How Wrong Audience Targeting And AI-driven Campaigns Undermine Brand Growth”. More on the event can be found here.
The analytics-whisperer site goes live. The blog will share any interesting updates, events or articles.