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.

Manufacturing A Successful Path-To-Purchase

by Michael Chass While focusing on ways to help our manufacturer partners for Black Friday/Cyber Monday, I started to reminisce about the times in my career where I was accountable for the marketing of a brand(s) for a manufacturer. Back then, the formula for success was tried and true yielding consistent results: – Focus 20-30% […]


“Consumers Totally Wear Hats”

By Steve Ustaris Target recently released a new commercial as part of their “Life is a Moving Target” campaign which I absolutely love. The name of the execution is “Do I wear hats?” In it, a female consumer is pondering the potential purchase of a hat and literally asks herself the very basic question, “Do […]


What Does A Start Up CEO Really Do?

by Jay Habegger This blog is really intended to discuss the things we’re doing here at OwnerIQ. However, as a start-up CEO, I’ve received so many forwards and comments on this post by VC Fred Wilson that I feel compelled to comment on it. Not to take anything away from the colleague who gave Fred […]


Walking the RTB Talk

By Chris Back Realtime bidding (RTB) as part of a DSP’s offering has gone from being a distinguishing capability that sets a DSP apart to functionality that is now considered table-stakes. Despite this shift in perception about RTB, there is still significant confusion about the precise advantages of RTB and why it all matters. A […]


The Online Path-To-Purchase

Originally posted on TWICE.com by Jay Habegger A manufacturer’s website is its single most important marketing tool. This isn’t hyperbole. This is the current reality. The retail world for consumer durable goods — considered purchases such as CE equipment and appliances — has changed so radically over the last decade because of the Internet that […]