wBack Blog

Did My Ad Really Work? Closing the Loop on Data Onboarding

Why is there such disparity between TV and digital video ad spend today? The amount of online channels is nearly endless, and digital ads have far more potential to be interactive and engaging than traditional television ads.

The Three Biggest Things Advertisers Should Be Focusing On In 2015

The quest to “know your customer” has changed drastically. Before the internet, marketers would only have a person’s mailing address. Now they’re able to extract an incredible amount of data about their customers from their social media handles, IP addresses, and mobile device IDs.

Mobilizing an Industry to Challenge the Status Quo

Twenty years ago, as cable TV was beginning to flourish, we set out to change an industry. My colleagues in the cable industry and I sought to transition advertisers from a singular focus on broadcast to the more efficient and effective cable TV.

Chief Product Officer: Head of Simplification

The head of product development has a unique responsibility and focus to “bridge” two distinct approaches to a business: the ‘what’ of market opportunities and customer needs with the ‘how’ of building a technically robust platform.

The CIO: Balancing Risk with the Need for an Agile Approach to IT

Over the past few years, the CIO role has expanded greatly to mirror the ingrained nature of technology and its critical impact on a company’s ability to grow and serve its customer base.

Marketing to Marketers in a Digital World

The role of the CMO has changed significantly over the past few years as we have seen transformative advancements in how to acquire, nurture and retain customers.