Performance marketing insights, discussions and expertise

Todd Crawford
Todd Crawford
Todd is a co-founder of Impact Radius and Vice President, Strategic Initiatives. He has been instrumental in forging and managing relationships with many of the company’s flagship advertisers, agencies, and media partners. Todd evangelizes a multi-channel approach to the performance model, and is a frequent speaker at key industry events. Connect with Todd on Twitter: @toddcrawford

Analytics and Ad Servers Leave You Short

By on August 3, 2012

Many companies rely on their current analytics or ad server solutions to measure the effectiveness of media buys. The challenges of logging into multiple media tracking systems (adwords, affiliate, ad networks, etc.) and pulling disparate metrics into a cohesive and actionable report is challenging. Every system reports impressions, clicks and conversions using different methodologies making it impossible to create “apples to apples” reporting across these media channels. So it is only natural to try and find a single system to capture all of the metrics and report on them.

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#2012Marketing Challenge 5: Privacy vs. Personalization

By on October 25, 2011

In September 2011, Facebook was hit with a viral storm of angry status updates from its users, protesting the social network’s proposed new monthly fee. It was a hoax, of course. Facebook never intended to charge its users, stating on their login page that Facebook is “free and always will be.” And it wasn’t even a new hoax. The same one spread in 2010, and resulted in 300,000 users signing a petition against the new fictional charge.

The lesson, though, for marketers is how little the average person understands about companies like Facebook and Google. As any marketer knows, the prime movers in the digital economy are not user fees: the real prize comes from the control and harvesting of data from vast audiences.

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The Foundation of a Successful Marketing Campaign

By on August 19, 2011

Advertisers are constantly in search of the right data to provide them new insights into their marketing efforts. This all important data is what allows them to optimize their return on ad spend (ROAS). The question many advertisers ask themselves is, “am I seeing the whole picture?” The old adage, “you don’t know what you don’t know” keeps a lot of marketing executives up at night.

Most advertisers rely on their analytics solutions to measure the effectiveness of their marketing channels. Typical analytics solutions use a “passive” tracking method that simply reads the referring URL data to determine the media sources. This type of tracking provides general information that is “good enough” to make general marketing decisions. It is similar to how surveys are conducted. The premise being you only need to measure a subset of the data to get a general idea of what the whole is doing. The challenge with good enough data is it never matches up with other internal or third-party data, making it difficult to rely wholly on the data from any of these sources. Discrepancies in data can be as high as 80%! When dealing with large marketing budgets, even a 10% discrepancy can be tough to stomach.

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Welcome to the new Impact Radius!

By on August 17, 2011

Hello world! We are really excited to finally get our blog up and running. It coincides with a lot of other exciting changes at Impact Radius. We are ending our beta and going into full release with Impact Radius 2.0. We also just redid our website to showcase our new products and services. And last but not least, we are celebrating our successes over the past 20 months with tremendous growth, new technologies, and powerful agency partnerships.

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