Adobe
Adobe Digital Marketing Blog
  • Advertising
  • Analytics
  • Social Media
  • Targeting
  • Industries
    • Financial Services
    • Media & Entertainment
    • Retail & Travel
  • Adobe on Adobe
    • Brad Rencher
    • David Karnstedt
    • Aseem Chandra
    • MeMe Rasmussen
About The Author

Efficient Frontier

Making the most of the AdCenter platform

Digital Advertising, Digital Marketing · By Efficient Frontier On March 23, 2011 · Add Comment

Over the last year as Bing and Yahoo have migrated to share the AdCen­ter plat­form, the two engines have seen a decrease in both spend and click share. As quan­tity has decreased, qual­ity has increased with RPCs (rev­enue per click) up. The widely pre­dicted CPC (cost per click) increase has mate­ri­al­ized but largely because of...

Read More →

The Real Value of Facebook Ads — Exploring the “Likeberg”

Digital Advertising, Digital Marketing, Social Media · By Efficient Frontier On March 18, 2011 · Add Comment

Some view the Face­book ads mar­ket­place as bid­d­a­ble, and there­fore label it a lower-funnel oppor­tu­nity like search (i.e., direct mar­ket­ing). Some have argued that Face­book ads are not directly tied to con­sumer intent, use images, and should be char­ac­ter­ized as upper-funnel (i.e., brand mar­ket­ing). I’m here to argue that because of the new form fac­tor...

Read More →

Facebook and Google – An Apples to Oranges Comparison and Why Current Metrics Don’t Work

Digital Advertising, Digital Marketing · By Efficient Frontier On March 14, 2011 · Add Comment

Google and Facebook’s bat­tle for eye­balls, tal­ent and adver­tis­ing dol­lars prompted us to look at our own data. We looked for answers to ques­tions on everyone’s minds: (1) How does Face­book mea­sure against Google in terms of spend, CPC (cost per click) and other key met­rics? (2) What do these met­rics tell us about Facebook’s...

Read More →

$50, $65 or $100 billion; Just how much is Facebook worth?

Digital Advertising, Digital Marketing, Social Media · By Efficient Frontier On March 9, 2011 · Add Comment

Although Face­book has recently been val­ued at $50 bil­lion and $65 bil­lion, a con­sen­sus value on the com­pany remains unclear. Some ana­lysts think it’s grossly over­priced while oth­ers think its value is bound to be higher. While we shall steer clear of a poten­tially con­tentious opin­ion on Facebook’s true value, we thought it...

Read More →

February 2011 CPCs: Robust YoY increases in most sectors as Financial sector sees increased competition

Digital Advertising, Digital Marketing · By Efficient Frontier On March 4, 2011 · Add Comment

 

CPCs in Feb­ru­ary, increased more than 15% YoY in the Finance, Travel and Auto­mo­tive sec­tors while they remained rel­a­tively flat in retail. We are see­ing increased com­pe­ti­tion in the finan­cial sec­tor which drove up spend by 15% YoY in Feb­ru­ary, pri­mar­ily dri­ven by CPC increases. On a MoM basis, Finance...

Read More →

Mobile search: User behavior is changing rapidly and marketing opportunities abound

Digital Advertising, Digital Marketing · By Efficient Frontier On March 3, 2011 · Add Comment

As mobile devices become more advanced, net­works get faster and more peo­ple become smart phone own­ers, it’s only nat­ural that the num­ber of peo­ple using mobile devices to search the web is explod­ing. Effi­cient Fron­tier part­nered with Mac­quarie Equi­ties Research to put together a unique study ana­lyz­ing how user behav­ior is chang­ing as search evolves...

Read More →

Planning for Uncertainty: Why measuring and accounting for volatility will save you blood, sweat and tears

Digital Advertising, Digital Marketing · By Efficient Frontier On March 1, 2011 · Add Comment

Just as in life, uncer­tainty in online mar­ket­ing can make our best plans worth­less. In my Feb­ru­ary col­umn for Search Engine Land, I dis­cuss volatil­ity, a mea­sure of uncer­tainty. Volatil­ity, which can be defined as fluc­tu­a­tions in per­for­mance due to unpre­dictable events in the mar­ket­place, is often over­looked by dig­i­tal mar­keters when test­ing new...

Read More →

Wrestling with cross-channel attribution

Digital Advertising, Digital Marketing · By Efficient Frontier On March 1, 2011 · Add Comment

We often talk about the impor­tance of analysing cus­tomer attri­bu­tion, and under­stand­ing the incre­men­tal effect of each part of the mar­ket­ing chain, in order to allo­cate bud­get effec­tively. In a blog for Econ­sul­tancy, Jonathan Bee­ston exam­ines the issue of cross-channel attri­bu­tion, as well as the real cost of acquir­ing con­ver­sions using re-targeting. You can read...

Read More →

The Brand Value of Facebook

Digital Advertising, Digital Marketing, Social Media · By Efficient Frontier On February 22, 2011 · Add Comment

In 2010, Face­book topped the list of most vis­ited web­sites in the U.S., and it is esti­mated that over­all world­wide ad spend­ing on Face­book will likely reach more than $4 bil­lion this year and $5.74 bil­lion by 2012. 

Because of the tremen­dous poten­tial it holds for our clients, Effi­cient Fron­tier has been in the unique...

Read More →

What we learned from Valentine’s Day: How retailers can navigate negative effects of “romantic” holidays on Average Order Value (AOV)

Digital Advertising, Digital Marketing · By Efficient Frontier On February 15, 2011 · Add Comment

At Effi­cient Fron­tier, we love to tease out pat­terns and use data to inform deci­sions. One pat­tern we’ve noticed is that the Aver­age Order Value (AOV), or the aver­age dol­lar amount spent for each cus­tomer order, tends to drop for retail­ers dur­ing the peak Christ­mas shop­ping sea­son. One the­ory to explain this unlikely phe­nom­e­non is...

Read More →
Page 7 of 8« First«...45678»
  • Top Stories

    • Tablets trump smartphones in global website traffic7
    • If Content is King, Video is Heir to the Throne4
    • Point of Sale: Retail & Travel Weekly #322
    • iOS has re-emerged as leader in US smartphone browsing and is dominant among tablets2
    • Point of Sale: Retail & Travel Weekly #341
    Adobe Digital Marketing Blog

    Pages

    • Advertising
    • Analytics
    • Social Media
    • Targeting
    • Industries
    • Adobe on Adobe

    The Latest

    • Rule-based classifications (Part 1: Making classifications easier)
      Classifications are cool (and sometimes hard to keep up-to-date.) Classifications (formerly SAINT classifications) […]

    More

    See how Adobe is changing the world through digital experiences. We are the leader in delivering solutions that let customers produce, distribute, and realize value from great content, whether in media and publishing or digital marketing.
    © 2012 Adobe Systems Incorporated. All Rights Reserved.