We are living in a quite particular digital industry. Technology had invaded humanity so almost everyone today knows “something” about technology. In any case the “levels of knowledge” do actually make a big difference. The partial knowledge of technology produced a surprising effect. Right now, people believe that technology can solve everything. That’s why it is normal that when you talk about a technological advance with random people, those with lower knowledge are less surprised than those with higher knowledge. It seems like there is a inversely proportional relationship among tech knowledge and surprising capacity that is getting worse and
Continue readingCategory: Martech
WE KEEP RE DEFINING THE EMAIL MARKETING FUNNEL
In the post “Re Defining the Email Marketing Funnel” I’ve presented my vision about how should be taken considered the forwards in an email marketing campaign. Why is this approach important? Because it gives you a very realistic vision about where do you have the constrain into your system (email marketing campaign). Forwards and “tell a friend” are channels that must be considered to broaden the base of the pyramid (sends). Why? Because if you can reach 10 people, each of them can reach some others and those others can reach another ones with one main advantage. They know those people, what they like and what they
Continue readingCOMSCORE TO ACQUIRE CERTIFICA
Yesterday Comscore posted a press release with the following highlight “Comscore to acquire Certifica, a leading provider of Real Time Web Measurement and Digital Marketing technology solutions in Latin America“. On it Comscore explains that the objective of this acquisition is to jump Latin American market entrance barriers. Even when at a first sight it is not really easy to understand this acquisition (at least for me), is a way to buy a list of high qualified leads in the region. Actually if I have to sell Comscore products I would definitely visit Certifica’s clients. I keep thinking about this acquisition…by now…Congratulations Alejandro Fosk and Comscore!!!
Continue readingHOW TO SELECT THE WEB ANALYTICS TOOL THAT FIT BEST YOUR NEEDS
Today we have dozens Web Analytics tools to choose from, some of them are completely free and some others are free if you use less than a limited quantity of pageviews (I’m sure that most of you don’t reach that quantity). The broad range of Web Analytics tools represents a complication in decision making for most of people so they come to me normally with the same question “What is the best tool for X amount of money” or when the question cames from a Corporation they go “What is the best Web Analytics tool in the world, I don’t care the cost, I want it
Continue readingWHAT’S BEHIND THE OMNITURE ACQUISITION BY ADOBE?
Yesterday Adobe has published that they entered into a definitive agreement for Adobe to acquire Omniture in a transaction valued at something like 1.8 billon dollars (fully diluted equity-value basis), with a valuation of 21.5 dollars per share in cash. After reading this announcement lot of things came into my mind and after analyzing for a while I think that things are getting clear to me. Remember the following graph from this post? Well apparently I was right, free tools are getting smarter, no doubt about that and paid tools are working harder to add enough value for making their prices look fair. So, why is Omniture selling their business? Well
Continue reading