Tuesday, 24 April 2007

The 'O' Word

I am at ad:tech this week and will be part of a panel discussion on "Strategic Media Planning: Optimizing Performance in a Rapidly Expanding Ecosystem" on Wednesday of this week. In preparing for the panel, I started considering what optimization (the most overused word of 2007 so far) actually means. I found 8 different activities referred to as optimisation:
  • Contact optimisation
  • Site optimisation
  • Search engine optimisation
  • Bid management
  • Behavioural targeting
  • Ad serving
  • Interaction management
  • Web interaction optimisation...

Quite a number of variations on a theme, and in my experience, using just one has limited effectiveness...