Big Data? No Big Deal!

By Mark Magic Eberra M.A.

Out of all the buzzwords in Marketing and Advertisement in 2015, “Big Data” has to be my favorite! Because it sounds really, really important! But is it really that big of a deal?

Keith Weed, Chief Marketing Officer at Unilever recently stated,

“We talk about big data, but it’s about big insights.”

l would tend to agree here with Mr. Weed. However the insight that every CMO should ultimately be focused on is sales. This is even more pertinent when it comes to justifying Marketing and Advertising expenditures which can easily top several hundred million dollars per year for a single Fortune 500 Company.

After all, during quarterly earnings calls, Analysts don’t ask the CEO about Big Data. They ask about increased sales.

That’s because investors, the people that purchase the company stock that feeds those big advertising budgets, are looking for a return on investment.  Investors know that a true ROI comes from rising profits, which can only happen with increased sales, not from stats, clicks, likes, or views.

And favoring data over sales, or profits becomes even more counterintuitive when you realize how much value is given to counting the number of views a video receives. Companies like Google have created multi billion dollar enterprises by charging advertisers for the number of views a video receives on Youtube. Yet, as l pointed out in a previous article, how many views can you deposit in the bank?

I recently watched a video of senior executives at one of the largest brands in the world explain with pride that 70% of the online video Ads they purchased thru a programmatic video platform were viewable. According to the Internet company that sold them the Advertising, the industry standard is 50% of online video Ads are viewable for 5 seconds, so apparently these gentlemen must have been told they were getting a great deal to have 70% of their Ads seen. To which my immediate reaction was, and you are happy with that?

First of all, If l have to pay for 100% of the Ads l buy then 100% better be able to be seen!

And in what world is getting only 70% of something you pay for acceptable?

Let’s take such thinking to it’s logical conclusion.

You order a “meal” deal at your favorite fast food restaurant, pay full price, but you only get your drink and fries, no burger. Or you buy a large bottle of soda pop and the bottle is only 70% full.

No consumer in their right mind would accept such standards when spending their hard earned dollars and neither should businesses when buying advertising. And even when the “viewability” issue gets fixed, the problem is still only halfway solved. Because no matter how many views, ratings, eyeballs, clicks, or likes Ad technology can generate, it doesn’t really count unless you can spend it.

There is really only one solution; whenever you buy advertising, make sure you get a GSI™, Guaranteed Sales Increase for every product you advertise, whether it’s online, or on TV.

For example, if you spend $1 million dollars  on Advertising, then ask for and get a Guaranteed Sales Increase  of $2 million dollars. That way you would make your $1 million dollars back and an additional $1 million in profit as ROI. That’s every investors dream, and the technology that makes it possible exist today. When you conduct your advertising business this way all the risk and problems of Big Data go away. Just remember, before you buy get a GSI™!


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Published by

Magicneering™ Media Blog

MARK EBERRA Chairman of the Board, CEO, and Founder ONE BILLION LIVE Inc. Mark Eberra is an American Businessman, Entrepreneur, Educator, Author, and Inventor. In the early 1990’s, before the wide spread use of the Internet, before Facebook, Google or even a world wide web browser; Mark began his life long career as a pioneering Entrepreneur and launched the first email marketing company in the world. It all began while working on an interdisciplinary Ph.D involving neuroscience and adult learning. Mark wrote an article titled The Top Ten New Breakthroughs in Adult Learning for the 21st Century, and emailed it to what was then called an Internet List Serve on Education. With the success of his email marketing campaign he received worldwide fame and recognition, and requests from across the country, to speak and lecture from public and private organizations. Mark published his results and idea for the first Email Marketing Company on Usenet, the precursor to the World Wide Web. He later registered and to prepare for what he believed would be the commercialization of the Internet. He found himself in the position of an Internet Marketing guru, flooded with requests for more information from people around the world, seeking advice on online businesses, marketing and advertisement. Many of Mark’s former students became profitable after starting companies for bulk mass email and launching early websites for conducting business. As old academia clashed with the new wave of entrepreneurs over the future and use of the Internet in marketing, Mark formed D.E.M.M.A., The Direct Electronic Mail Marketers Association. This Association provided rules, ethics, and a vision for how the Internet could become a commercial enterprise. While working as a Professor of Computer Science, Mark watched with interest as the era emerged, and corporate giants such as AOL, Microsoft, and Google started to organize and dominate the Internet. The small niche email marketing industry Mark helped usher in soon gave way to the rise of large publicly traded Internet companies with billion dollar IPOs. Mark retired to write poetry and publish books about his own philosophy for living life, called Magicneering™, Living, Laughing, and Loving Life. The phrase, Live, Laugh and Love, took on a life of its own and became part of the global lexicon. He went on to write several children books, creating lovable characters such as Debbie the Laughing Dolphin, and producing shows for broadcast television. However, Mark never gave up his marketing pursuits. Relying on his computer expertise and drawing on his academic roots in brain science and neuro networks, Mark began work on the Holy Grail of advertising, Guaranteed Sales. Over a 10 year period, he secretly developed, tested and perfected a polymathic algorithm that would determine with 100 percent certainty the number of sales that would result from running an advertisement. Originally designed for television, he was able to expand the process to all forms of media. On January 22nd of 2015, nearly 25 years after Mark first introduced email marketing to the world, he published the GSI™ Guaranteed Sales Increase on his Magicneering™ Media blog. In keeping with his legacy of being an innovator and leader, Mark founded ONE BILLION LIVE Inc. (OBL), a Global Live Stream Broadcasting Network launching in 4th quarter 2016. ONE BILLION LIVE will be able to launch with a live audience of 1 Billion people. The network is the exclusive licensee of the GSI™ (Patent Pending) making it the only network in the world that can provide guaranteed sales increases to its advertisers. To contact Mark Eberra and get more info on OBL, go to WWW.ONEBILLIONLIVE.COM

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