Dennis Yu

Facebook and Omniture ink analytics and ad serving deal-- problems lie ahead

Read the MediaPost article, hot off the presses.  Omniture (now owned by Adobe) will have the ability to buy ads via SearchCenter, their PPC management tool, by the end of 2010.  That’s over 3 years behind Content Factory– an eternity in web advertising, so it will be interesting to see what product is in place by then.  I will want to know if Omniture has plans yet to integrate Facebook into SearchCenter such that it’s treated like another search engine or whether it operates orthogonally (since social media plays in the AID of the AIDA funnel).

It will be interesting to see how large agencies and brands adapt, given their penchant for wanting simple interfaces to manage campaigns, as opposed to performance marketing on Facebook.  The world of buying Facebook ads is significantly different than traditional keyword advertising– much closer to the content network, but still its own animal.

There is also the issue of attribution since social media adds additional touchpoints earlier in the funnel.  On Facebook, people find out about brands and develop trust from seeing what their friends like and endorse.  To be able to now see those social touchpoints later convert on Google search will pose an interesting challenge to advertisers that have to now allocate a budget between social and search.  This doesn’t even yet address the issue of brand bidding, which also messes up the perfect dream of automated bidding– to be able to hide behind the black box math that is actually just last-click attribution.

Even when Facebook does introduce its own conversion pixel later this year, it doesn’t address the issue of how to allocate credit when a user has multiple clicks in their clickstream prior to a conversion.  Neither the last click nor the first click nor the average click is the correct answer.

I believe in a multi-channel environment, the advertisers who rely upon having smart in-house strategists will win over those who decide to shell out cash to buy the most expensive software.  Online marketing, and marketing in general, is increasingly becoming multi-channel, which will scare some into hiding behind software while motivating others into arbitraging out the profits amidst the confusion.

We’ve been at this for 3 years with brands large and small, having seen and experienced the problems that the big players have yet to even encounter.  What do you think will happen?

Dennis Yu

Dennis Yu

Dennis Yu is co-author of the #1 best selling book on Amazon in social media, The Definitive Guide to TikTok Ads. He has spent a billion dollars on Facebook ads across his agencies and agencies he advises. Mr. Yu is the "million jobs" guy-- on a mission to create one million jobs via hands-on social media training, partnering with universities and professional organizations. You can find him quoted in major publications and on television such as CNN, the Wall Street Journal, Washington Post, NPR, and LA Times. Clients have included Nike, Red Bull, the Golden State Warriors, Ashley Furniture, Quiznos-- down to local service businesses like real estate agents and dentists. He's spoken at over 750 conferences in 20 countries, having flown over 6 million miles in the last 30 years to train up young adults and business owners. He speaks for free as long as the organization believes in the job-creation mission and covers business class travel. You can find him hiking tall mountains, eating chicken wings, and taking Kaqun oxygen baths-- likely in a city near you.
I'm a member of Blitzmetrics Academy and a friend of Dennis to boot. Not only is Dennis highly intelligent and full of great and creative ideas, he's also incredibly generous with both his knowledge and his time. Success couldn't come to a better guy. Thank you for all that you do for the world, Dennis! 🙏

Michael Pacheco

Marketer

Thanks 🙏 for being shining light in this industry. Love what your building for works overseas too network for jobs so innovative. Dennis helped me navigate having bad experiences with marketing agencies and doing dollar a day marketing which has helped my personal brand tremendously. Highly recommend.

Eric Skeldon

Founder at Kingdom Broker

Working with Dennis has been a delightful experience. After meeting him in 2015 I got to collaborate with him on countless occasions. His understanding for state-of-the-art marketing, his implementation, and his leadership put him into the top 0.01% of marketers and mentors.

Jan Koch

Ihr kompetenter Partner für innovative KI-Strategien.

I had the pleasure of interviewing Dennis for my podcast in 2021 and since then we have maintained a friendship that grows with each interaction. I have seen Dennis' devotion to his friends and clients firsthand, and our conversations often result in us talking about how we can provide more value to the people around us. He is someone whom I can ask questions on a technical level, and look to on a personal level. If you have any hesitancy about hiring him, get over yourself and do it!

Isaac Mashman

Help scaling personal brands.

Geez, where do I start recommending Dennis? First, he is an absolutely brilliant marketer who understands where marketing is today and where it's going tomorrow. He also has an incredible passion for the International Worker community. The lessons he has taught me from his almost 20 years of experience hiring International Workers have been immense. Most importantly though. Dennis Yu is someone who wants the absolute best for you and is willing to tell you the truth. Dennis sat with me at a point in my business where I was floundering but did not want to admit it. He asked some very straight forward questions to get me to admit my issues, highlighted the issues, and then helped me create a roadmap to success.

Atiba de Souza

International Keynote Speaker | Video Content Superman | Superconnector |

Dennis, which I had the pleasure of working with is one of the most giving, honest and tell you as it is person I ever know. The knowledge this man has is remarkable and he just gives it out freely. He is not pretentious and always entertain anyone big or small in the industry always willing to help. If you ever get a golden opportunity to work with him or mentored by him say YES!. You will notr regret Dennis, which I had the pleasure of working with is one of the most giving, honest and tell you as it is person I ever know. The knowledge this man has is remarkable and he just gives it out freely. He is not pretentious and always entertain anyone big or small in the industry always willing to help. If you ever get a golden opportunity to work with him or mentored by him say YES!. You will not regret

Nixon Lee

The PR Whisperer

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