Schmidt

Buzzkill: Coca-Cola Finds No Sales Lift from Online Chatter
March 20, 2013

A Coca-Cola Co. study finds online buzz has no measurable impact on short-term sales, but online display ads work about as well as TV, said a company executive in a presentation at the Advertising Research Foundation's Re:think 2013 conference in New York today. ... When Coca-Cola put buzz sentiment data into the same analytical framework it uses to evaluate other digital media, Mr. Schmidt said, "We didn't see any statistically significant relationship between our buzz and our short-term sales." That was at a 95 percent confidence level

Buzzkill: Coca-Cola Finds No Sales Lift From Online Chatter
March 19, 2013

A Coca-Cola Co. study finds online buzz has no measurable impact on short-term sales, but online display ads work about as well as TV, said a company executive in a presentation at the Advertising Research Foundation's Re:think 2013 conference in New York. It's a stunning admission for a company whose flagship brand has 61.5 million fans, more than any other brand on Facebook. But Eric Schmidt, senior manager, marketing strategy and insights at Coca-Cola, isn't giving up on buzz just yet.

Conversion Tracking: Facebook's New Front in War With Google for the Future of Advertising
January 30, 2013

The cash register rings. Who gets the credit? That's the crucial question in advertising these days—particularly in Internet advertising, where it's easy to track clicks and links but often hard to pin down exactly which view of an ad drove a sale. Now Facebook is making it easier to show that an ad displayed on the social network led to a sale—even an ad seen days or weeks ago. The technology is called conversion tracking, and after years of testing the idea, Facebook quietly rolled it out to all advertisers in a little-noted move last week

Big Data Comes to 'Downton Abbey'
January 15, 2013

A Harvard researcher is using analytics and Big Data to find anachronistic language in "Downton Abbey" and other historical TV shows and movies. Benjamin Schmidt, a visiting graduate fellow at the Cultural Observatory at Harvard, writes the "Prochronisms" blog, comparing the dialogue of historical TV shows and movies—primarily "Downton Abbey" and "Mad Men"—to Internet corpuses of historical texts, mainly the 20-million-book Google Books library. By finding words and phrases in the dialogue that do not commonly appear in contemporary books and periodicals, Schmidt is able to find anachronisms that previously required a linguistics degree

The Connected Consumer is Changing The Face of Marketing: Understanding the Importance of Trust
April 7, 2011

In January, I wrote about marketing’s "meeting of waters" and how mobile is acting as the connective tissue that's tying together digital and traditional marketing practices. The meeting of waters analogy holds true because we live in an age where people are increasingly becoming connected and these connections are forever changing marketing and how we engage our customers. Today people are connected to each other, to organizations, to machines. Moreover, machines are connected to other machines and working on behalf of the consumer.

Strategy Session: Making Mail More Relevant
August 20, 2009

Back in 1992, I received a phone call from the late Walter Schmidt, who was interested in having me present at the Montreux Symposium in Switzerland. Montreux was not only one of the most beautiful cities in Switzerland, nestling on Lake Geneva and dwarfed by the magnificent Swiss Alps—it was also home to the world's leading direct marketing conference.

Strategy Session: Making Mail More Relevant
August 1, 2009

Back in 1992, I received a phone call from the late Walter Schmidt, who was interested in having me present at the Montreux Symposium in Switzerland. Montreux was not only one of the most beautiful cities in Switzerland, nestling on Lake Geneva and dwarfed by the magnificent Swiss Alps—it was also home to the world's leading direct marketing conference.

Four Design Tricks to Maximize Your Insert Media Real Estate
February 28, 2007

Creating an insert media piece that gets results requires just as much strategy as that of its traditional direct mail equivalent. However, the limited selling space of this format means your copy and design have to work even harder. “You want to have a real straightforward, single emotional message that you can just glance at and read,” says Dan Boerger, managing director at Berwyn, Penn.-based direct marketing and advertising agency Quattro Direct. To achieve this coveted level of understanding with your customers, here are four design tips for maximizing the power of your insert media. • Shout your benefit. Direct marketing consultant Gene