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Ogilvy on Advertising in the Digital Age:
Data is dangerously prone to creating measurement cultures. But what we really need is effectiveness culture.
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126 |
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Ogilvy on Advertising in the Digital Age:
A measurement culture is obsessed by process; while an effectiveness culture is obsessed by results.
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126 |
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Ogilvy on Advertising in the Digital Age:
At its best, modelling really can explain what is doing well in the market place and what is not. It makes the data work for you.
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127 |
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Ogilvy on Advertising in the Digital Age:
…we gain the most by rationing the numbers of metrics we define as critical to any particular mission. The reason why this does not often happen so much is very simple: it requires the painful thinking to be done upfront.
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128 |
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Ogilvy on Advertising in the Digital Age:
Big data isn’t a magical panacea, but when paired with human inspiration and a commitment to creativity, it can help us go to new places.
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130 |
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Ogilvy on Advertising in the Digital Age:
At the end of the day… data is political, however much purists may not like to admit it. It can be ignored. It can be manipulated. It can be used to score points. Its impact can be disguised.
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131 |
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Ogilvy on Advertising in the Digital Age:
Rich in real time… media profiles help us connect much, much better.
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135 |
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Ogilvy on Advertising in the Digital Age:
Customer journeys… become a unifying concept, through which the barriers and the potent drivers to engaging the customer [can] be mapped.
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137 |
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Ogilvy on Advertising in the Digital Age:
To get deep integration you must focus only on the 10° which really matters, and do so in a way to is not just media neutral but also discipline neutral.
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137 |
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Ogilvy on Advertising in the Digital Age:
The root of all is the not so humble keyword. We need to think of keywords as the common denominators of the digital age.
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137 |
