Q Thoughts

ownerIQ's staff (aka – "The Q") shares our insights and opinions on how marketers can more effectively impact today's shopper along the digital path to purchase. "The Q and A" provides honest and practical answers to the questions and challenges facing digital advertisers in the areas of second-party data, programmatic buying, shopper marketing, co-operative marketing, attribution, and emerging media.

Reversing the Market Research

by Jay Habegger At OwnerIQ we specialize in a concept called Ownership Targeting: target an online display advertising message based on what consumers actually own and their considered purchase intent. In a nutshell, we use ownership and purchase of consumer durable goods to triangulate on attributes that advertisers typically care about such as lifestyles, indicative behaviors […]


Online Marketing for Retailers and Manufacturers

by Jay Habegger I’m often asked by manufacturers and retailers who are just getting their online marketing program started where they should be focusing their efforts. To be sure, the number of techniques available to online marketers has exploded. Some of the options that are currently commanding the most attention, such as Facebook and Twitter, […]


The Only Behavior Advertisters Care About

We’ve been participating in and watching the rise of behavioral targeting very closely. Behavioral Targeting is one of the latest techniques for targeting online advertising. The idea is to focus on individuals, and their actions, rather than relying on site demographics. As typically used by the leading Behavioral Targeting firms, the online browsing behavior of […]


What Do Consumers Need Help With? Not What You Think

We’re in possession of some unique data on product ownership and consumer behavior. One of the things that we look at each month is the list of specific products generating the most help inquiries. These inquires take the form of a user downloading a manual, participating in a discussion forum, or just deciding that this […]


Banner Ads: Flawed, Or Just User Error?

For a long time now Internet display advertising – banners — has been derided as ineffective. Indeed, display advertising is the butt of most jokes about Internet advertising. As recently as yesterday, I was listening to a pitch from a start-up company where the CEO went to great lengths to distance the offering of her […]