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Efficient Frontier

Do flat CPCs Indicate a Drop in Advertising Spend?

Digital Marketing, Social Media · By Efficient Frontier On March 27, 2012 · Add Comment

As we are prepar­ing our analy­sis for our upcom­ing State of Dig­i­tal Mar­ket­ing quar­terly report, we noticed that CPC trends for most ver­ti­cals were flat YoY and quar­ter on quar­ter (QoQ). This is a con­tin­u­ing theme from last quar­ter where we noticed a sim­i­lar trend. CPCs in the finance cat­e­gory...

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Adobe Unifies Ad Campaigns across Social, Search, and Display

Digital Advertising, Digital Marketing · By Efficient Frontier On March 21, 2012 · Add Comment

Adobe today announced that multi-channel adver­tis­ing tech­nol­ogy acquired from Effi­cient Fron­tier is now avail­able as part of the Adobe Dig­i­tal Mar­ket­ing Suite. Mar­keters can now unify social, search and dis­play cam­paigns and cre­ate true multi-channel opti­miza­tion from dis­parate cam­paigns.  This is a depar­ture from multi-channel cam­paigns that are often oper­ated with sep­a­rate bud­gets, dis­tinct data...

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Facebook’s IPO: The $100 Billion Question for Marketers

Digital Advertising, Digital Marketing, Social Media · By Efficient Frontier On February 9, 2012 · Add Comment

Now that Face­book has filed its IPO there is much spec­u­la­tion regard­ing its value and how being a pub­lic com­pany will impact the social net­work for con­sumers and brands. While it is up to Wall Street to value the company’s true worth, we, as mar­keters, should look at some key Face­book trends to eval­u­ate future...

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The Rise of Social ROI, the Decline of Offline Media and the Age of the Math Men

Digital Advertising, Digital Marketing, Social Media · By Efficient Frontier On February 3, 2012 · Add Comment

A lot of heads turned when P&G, one of the world’s largest adver­tis­ers with a mar­ket­ing bud­get of $10 bil­lion annu­ally, announced the lay­off of 1,600 mar­ket­ing peo­ple. Bob McDon­ald, CEO of P&G, said, “In the dig­i­tal space, with things like Face­book and Google and oth­ers, we find that return on invest­ment of the adver­tis­ing...

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Webinar Series: Google+: The Convergence of Search and Social

Digital Advertising, Digital Marketing, Social Media · By Efficient Frontier On January 26, 2012 · Add Comment

Our webi­nar series has cov­ered inter­est­ing top­ics and received great par­tic­i­pa­tion, but this week’s webi­nar, “Google+: The Con­ver­gence of Search and Social” had such great atten­dance, inter­ac­tion and fol­low up requests that we had to share.  The topic is obvi­ously very timely given Google+’s recent entry into the social mix for brands and their recent...

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Adobe Completes Acquisition of Efficient Frontier

Digital Advertising, Digital Marketing, Social Media · By Efficient Frontier On January 15, 2012 · Add Comment

Today, Adobe solu­tions are cen­tral to how dig­i­tal mar­ket­ing and adver­tis­ing are cre­ated, man­aged, exe­cuted, mea­sured and opti­mized. Our focus on mar­ket lead­er­ship in the dig­i­tal mar­ket­ing space has dri­ven some dra­matic changes at Adobe includ­ing the recent acqui­si­tion of Effi­cient Fron­tier, a leader in multi-channel and auction-based dig­i­tal adver­tis­ing opti­miza­tion across search, dis­play...

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Efficient Frontier & Context Optional release joint State of Digital Marketing Report for Q4 2011

Digital Advertising, Digital Marketing, Social Media · By Efficient Frontier On January 13, 2012 · Add Comment

Today, we release our highly antic­i­pated quar­terly State of Dig­i­tal Mar­ket­ing Report for Q4 2011, now in part­ner­ship with Con­text Optional. These joint reports – with Effi­cient Frontier’s robust data in the dig­i­tal mar­ket­ing indus­try and valu­able insights from the Con­text Optional cus­tomer index – have been an incred­i­ble resource for cur­rent indus­try trends and future...

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Managing Events-driven Campaigns

Digital Marketing · By Efficient Frontier On January 4, 2012 · Add Comment

How do you decide what to spend if your busi­ness is heav­ily dri­ven by events? For instance, you may be a con­cert ticket adver­tiser plan­ning for a major gig, or per­haps a sport­ing adver­tiser plan­ning for the upcom­ing 6 Nations Cham­pi­onship (a major rugby tour­na­ment in Europe). Do you sim­ply try to bid to as...

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Cross-channel attribution: Getting the right media mix

Digital Advertising, Digital Marketing · By Efficient Frontier On December 12, 2011 · Add Comment

Dur­ing and fol­low­ing a recent Effi­cient Fron­tier webi­nar I hosted there were a lot of rel­e­vant ques­tions. Mar­keters are inevitably wrestling with the prob­lem of attain­ing the opti­mal media mix. Understanding what each channel’s value is and the opti­mal mix for the goals at hand adds an extra layer of com­plex­ity for already busy mar­keters. The...

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November 2011 CPCs: Finance CPCs drop while retail CPCs increase

Digital Advertising, Digital Marketing · By Efficient Frontier On December 8, 2011 · 2 Comments

CPCs in Finance dropped by 11.7% between Octo­ber and Novem­ber while they are 21% down YoY. Retail, on the other hand, is show­ing strength as CPCs are up 10% YoY. Auto­mo­tive remains flat YoY. A pre­lim­i­nary look at spend num­bers showed that click vol­umes are up YoY and is the pri­mary...

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