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.

Online Research, Offline Purchase In Canada

by Jay Habegger The evidence just keeps mounting that the path-to-purchase is rapidly shifting to be dependent on online activity. NPD group just released a E-Commerce Channel Report Canada that touches on this trend in Canada. According to Pam Buckley of NPD Group, “Access to retailer and manufacturer websites has already changed the way people […]


Your Age As A Function of the Features on Your Cell Phone

By Jay Habegger A recent survey by TWICE magazine and MarketSource provides yet another example of how market research can be “reversed” and used by advertisers. Although this study is not detailed enough to be prescriptive about precise segmentation of products and brands, it is sufficient to suggest a hypothesis and a method for building […]


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 […]