FALL 2014

Programmatic, PAPI's, E-Care, Unicorns & Denim


Online advertising is in the midst of a transformation. If you're interested in the issues, you're in luck! We've come across a succinct article on the merits and risks of these changes.

If you're not overly taken by it, consider this comment from the author:

"The Interactive Advertising Bureau (IAB) reports that 98 percent of all U.S. publishers sell at least some of their ad inventory programmatically. Magna Global expects programmatic spend to double by 2017, growing to $16.9 billion in the U.S. and $32 billion globally. And, according to IDC data, programmatic will grow at a 59 percent compound annual growth rate over the next two years, which would make it the fastest growing digital advertising segment."
-Adam Epstein

We've all been victims of (over-) targeting while browsing, and the initial "wow factor" of ad targeting has faded and impacted customer experience. Here are the results of a small study from Ometria which address this issue.

Some fine-tuning may be in order.


Predictive API and Applications (PAPI's), will be the first international conference on the topic. For those of you who are not familiar: API stand for Application Programming Interfaces. API's basically enable different applications to talk to each other and allow information to flow in and out of a given ecosystem. It's much more complex than that so if you want more details, we suggest you get acquainted with APIs, and then we recommend you visit the Forrester Blog by Mike Gualtieri. He suggests that predictive API's requires:

  • Learning who the customer (individual user) really is.
  • Detecting the customer's intent in the moment.
  • Morphing functionality and content to match the intent.
  • Optimizing for the device (or channel).

Right now, one can say that the technology is "good" at the first and last point, a) it knows how to recognize a user across the web and b) across different devices. However, we argue that it is still weak at determining contextual intent and optimize content to match the intent. If you're interested in the issue facing predictive analytics API's, we suggest you read this post.


Most organizations are still in the process of migrating services online. For those of you who are in it, you'll reckon that it can be a delicate matter. Well, here's some relief on this issue. McKinsey published a nice piece on this topic and we think you ought to have a look.

A few comments, if we may: a) It's great to see an example of multi-channel tracking on this but don't be fooled by the numbers for "digital only". b) The "e-care contact strategy map" and the "pull" and "push" strategies are critical steps, and c) measure away, otherwise it will be a long and costly journey.


A recent report from IDC confirmed the talent shortage in analytics.

Linda Burtch of Burtch Works wrote a piece on Linked in on ways to alleviate the issue which she summarizes as such: "I still find that the majority of companies could improve their success by simply revamping their current hiring processes."

Her comments are based on a set of extensive studies. We strongly encourage you to download them: It's definitely worth a look. On recruiting data scientists, one advice resonated:

"Organizations should not look for all of the skills they need in one person – for the "unicorn"... Instead, they should prioritize the skills required of a position and be ready to hire people who have only several of those that are most important."
-Linda Burtch

It's also worth mentioning that her comments were echoed by a recent blog post from Accenture.


The weather is cooling down and you might be in need for some denim. If you're looking for something new or want to research your next purchase, we suggest you visit Rawr Denim. They're good! Interested about the company? You can find some details here.

Happy autumn!

There are no shortcuts to any place worth going.
-Beverly Sills.

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