Q&A
with John Nardone, CEO
A marketing veteran who has spent 20 years building some of the world’s most influential brands, John Nardone is known for his proven ability to get inside the minds of consumers.  A trusted innovator who has led global brands from Procter & Gamble to PepsiCo, he placed the first paid Internet ads and established the first online media pricing model—just part of his deep footprint in online marketing.
Nardone hails from Marketing Management Analytics (MMA), where he was co-president
and chief client officer. Before that, he drove international expansion at leading
digital marketing agency Modem Media. Here the new Chairman and CEO of [x+1]
opens up about his new role, the industry and his plans for growth.
Taking
Measure: Savor the Flavors
by
John Nardone
 If
you are like many other marketers and media planners, you're probably
struggling to make behavioral targeting work. The term encompasses
a wide range of tactics and methodologies that tend to confuse people.
To me, behavioral targeting refers to any targetable audience that
is defined by a common Web behavior – which comes most often
in three flavors – remarketing, behavioral segmentation, and
predictive targeting. Experienced marketers will incorporate all three
approaches in their plans; and will fill out their plans with behavioral
networks that prove themselves by cost-effectively delivering client
goals.
Engagement
is Great, but Show Me the Money
by
Bill Seely
 When
optimizing website content or ad campaigns, we can talk about improving
user experience, creating engagement or brand-building, but in the
end it is only successful if it drives a positive ROI. Money has a
time-related value, which tends to focus the mind on what can be done
now with easily measured results. Hence, there is a bias towards optimization
of the easily measured and immediate. Yet the most important levers
driving return on investment in the longer term will continue to be
user experience, branding, engagement and positioning vs. competitors.
Optimization can be applied to these if we can translate
these goals into optimization-friendly terms.
Forrester Featured Article: Optimizing Online Interactions for Customer Centricity
 Direct
marketers are adding another weapon to their communication arsenal:
the corporate Web site. However, most Web sites do a poor job of delivering
compelling and relevant content to online visitors. Online interaction
optimization technologies like recommendation engines, targeting tools,
and testing platforms can remedy this problem. Given the relative youth
of the vendors in this emerging category, marketers must carefully
assess functional capabilities to separate hype from reality. To help,
Forrester has identified four questions marketers must ask each vendor
and has outlined what the responses really mean.
Latest
News
Upcoming
Events
John Nardone, CEO, has been invited to the ‘Grill the Vendors’ panel to speak on the future of website personalization.
OMMA Behavioral
July 21, 2008
San Francisco, CA
Register
Now
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