What the Wall Street Journal Got Right & Wrong

  • by ownerIQ
  • Aug 04, 2010

by Jay Habegger The Wall Street Journal started a series this past Saturday entitled “What They Know” that explores the emerging industry of data-driven online advertising. The articles from Saturday, and the subsequent articles in the series, make positive contributions to the public discussion, but they have also served, unfortunately, to set that conversation back […]

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Online Research, Offline Purchase In Canada

  • by ownerIQ
  • Aug 02, 2010

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 […]

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

  • by ownerIQ
  • Jul 30, 2010

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 […]

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Reversing the Market Research

  • by ownerIQ
  • Jul 20, 2010

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 […]

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Online Marketing for Retailers and Manufacturers

  • by ownerIQ
  • Jul 08, 2010

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, […]

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