Ted McConnell

Illustration by Athletics The plume of exhaust left by consumers as they socialize, surf and transact is becoming the fuel for insights and efficiencies for marketers. Data is the new black. Everybody's doing marketing analytics, and the sector providing the software to do this is growing consistently at a 20% clip. Pressure to...

This is the story of a blank display ad that notched twice the click-through rate of the average branding one. It all started over lunch with my friend Charlie. "When I want to make quick money on clicks," he said, "I just buy late-night impressions on women's gaming sites. I guess the users are tired. They click like crazy. I ma...

Ted McConnell Point your lens toward Madison Avenue. What you see is the media industry burning its index finger on the digital-content trend. Agencies squirming when clients ask them for a content strategy. Content farms burning, measurements churning and advertisers yearning for content. Why the fuss? After all, great content h...

CMO Strategy delivers the latest marketing strategy, theory, opinion and advice for CMOs, VPs of marketing and other senior industry execs. Top industry experts, advertising academics and leading brand chiefs offer guidance on the most important areas such as integration, the media revolution, accountability, ROI and corporate structure.

Ted McConnell All amplifiers work the same way: They take a tiny little wave, and use it to make a bigger, similarly shaped wave, sculpted from a larger amount of electricity. The small signal shapes the big current. Imagine the tiny signal is the inexpensive insight we derive from in...