About the Author

Ben Legg

Ben Legg is the Group CEO of Adknowledge. He has served at executive levels at Coca-Cola, was COO of Google Europe and spent a decade as an officer in the British Army. Ben is a civil engineer, and takes great pleasure in nurturing the ROI-obsessed culture which permeates Adknowledge. In 2016, Ben wrote a book entitled Marketing for CEOs: Death or Glory in the Digital Age that focuses on helping C-suite executives understand the changing landscape of marketing. Ben is based in New York City.

Digital Video Meets the Bean Counters

How do you measure the ROI of video advertising?

The End of the Beginning

Marketers are, these days, overcoming the early barriers to adoption of digital video advertising. Those included concerns over brand safety, fraud and scalability. Although there are still plenty of scare stories about these subjects around (“This beheading video is brought to you by Nissan”  is a popular example, based on an unfortunate ad placement.) The reality is that smart advertisers have found technologies and partners to avoid the pitfalls. Therefore, the question I increasingly hear from senior marketers is, “How much should I spend, and what is the ROI versus other forms of advertising?”The answer to this question will drive the speed with which digital video spend cannibalizes other forms of advertising.

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Measuring Marketing ROI through Lifetime Value

This is the Future – Get Started!

Out of all the metrics that you are monitoring in your business dashboard, there is one that captures the heart, soul, and ROI of your efforts: lifetime value (LTV) of your customers. For many businesses—especially those with frequent customer touch points—everyone from senior executives, right up to the CEO, can use cumulative LTV as the core calculation around which shareholder value is created and measured. It would go something like this:
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Finding the Right Mix: Cultivating Corporate Chemistry

When you hear athletes and coaches talk about on-field success, you’re almost certain to hear about “team chemistry” being a main ingredient. Corporate culture is much the same; talent alone isn’t enough to win. There are intangibles that make a good team great.

Two weeks ago, careers website Glassdoor presented my company with a nice honor that highlights our culture: it named Adknowledge one of the 25 best places to work in the U.S. It’s a reflection of our people, the work they do and the results they deliver. But our appearance on Glassdoor’s list was not a happy accident.

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Cyber Monday Continues to Grow

It seems fewer and fewer Americans are interested in fighting each other for must-have gadgets and toys during the holiday shopping season. For the first time, most people polled said they would head to the web to choose that perfect gift. According to Gallup, 53% said they are “very” or “somewhat likely” to shop online.

That means Cyber Monday will be a bonanza for retailers this year. In 2012, the Monday after Thanksgiving saw a 30% year-over-year sales increase, according to IBM Digital Analytics Benchmark. That translated to nearly $1.5 billion in online sales on that one day alone.
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Here’s Why Tech Succeeds

When I grew up in ’70s England, play dates amounted to a knock on the door when a friend wanted me to come outside. Today, there’s an app for that.

Super Kid Fun Time” is scheduled to launch this month after its developer realized that parents sometimes forget to exchange contact details at the end of the school year. (That leads to many “I’m bored” declarations during the summer.)
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SUMO Wrestling (Or, “How to Make Sense of Your Data”)

Ever hear of Chad Rowan? He’s an American-born sumo wrestler who went by the name “Akebono” as he rose to the rank of yokozuna, or “grand champion,” the highest level of his sport. His massive size gave him an automatic advantage in the ring, but his continuous technique refinement and determination really set him apart.

The same holds true in marketing, where iteration is critical in delivering the appropriate message to your digital audience. A continuous loop of data and audience feedback will help determine what part of your marketing message works and what part needs to be cast out of the ring.

It all starts with data

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An exchange of ideas

Hello world!

As a trained civil engineer, I like to build things. (After a decade in the British Army, I’m pretty good at blowing-up stuff, too, but I’ll leave those details for another post.)

Today, I’m laying the foundation for something entirely new on adknowledge.com: our blog. It will be a forum for industry insight, technological breakthroughs, Big Data analysis, exposing dodgy practices, a periodic splash of British humour, and much more.
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