Scott Brinker

Ideas for an agile marketing manifesto

March 24, 2010 / Agile Marketing / By Scott Brinker / 8 Comments

While working on an article for Search Engine Land, Agile Marketing For Conversion Optimization, it struck me that there really should be an Agile Marketing Manifesto. Just as the Agile Manifesto helped coalesce a diverse collection of software developers and their various agile methodologies under a common banner, there’s an opportunity for marketers to throw off the shackles of legacy processes from the last century and declare allegiance to a new set of guiding principles. …

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Business models for linked data and web 3.0

March 6, 2010 / Marketing Data / By Scott Brinker / 11 Comments

In January, I wrote a post on 7 business models for linked data (with an 8th model added shortly thereafter). Although far from comprehensive, it attempted to illustrate the range of direct revenue vs. indirect revenue models that could justify development of linked data initiatives. A number of people from the linked data community contributed feedback and suggestions of additional models, including Leigh Dodds (Thoughts on Linked Data Business Models), Paul Groth (Another 5 Linked …

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Creative technology != marketing technology

February 16, 2010 / Agencies / By Scott Brinker / 2 Comments

Just read an article posted on Adweek yesterday, The New Tech Heads, profiling four “digital technologists” — that label seems a tad redundant, doesn’t it? — from top agencies: Scott Prindle, executive creative technology director, Crispin Porter + Bogusky Chris Kief, creative technology director, TBWA\Chiat\Day Richard Schatzberger, director of creative technology, Bartle Bogle Hegarty Gareth Kay, director of digital strategy, Goodby, Silverstein & Partners I’m thrilled to see this coverage. The integration of technology into …

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Web 3.0 interview on data marketing

February 2, 2010 / Marketing Data / By Scott Brinker / Leave a Comment

While I was at the Web 3.0 Conference last week, giving a talk on data marketing, I did a quick video interview on the subject with Scott Koegler of SemanticWeb.com. Watch Web3.0 Conference Interview Scott Brinker – Ion Interactive in Tech & Gaming | View More Free Videos Online at Veoh.com

Ratings in Google search ads address trust

January 31, 2010 / Marketing Tactics / By Scott Brinker / 2 Comments

I woke up this morning to read an incredibly exciting story on Search Engine Land, Yelp Ratings Appear In Google AdWords. This may be one of the most game changing experiments in the history of advertising. Here’s why. Last year, I did a research project on people’s attitudes towards sponsored search advertising, which led to a blog post that study reveals issues with search ads — trust and usefulness. (I have since also read similar …

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Data marketing for Web 3.0

January 26, 2010 / Marketing Data / By Scott Brinker / 5 Comments

I just finished up my presentation on data marketing at the Web 3.0 Conference, and I thought I’d share it here as well. Web 3.0 Data Marketing View more presentations from sjbrinker. I’ll recap what I said to accompany the above slides, a kind of running commentary like they have on DVD’s. I’ll put slide numbers in brackets, like [4] for slide #4, so you can follow along. Marketing with Linked Data I want to …

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Linked data lab at MIT was excellent

January 24, 2010 / Marketing Data / By Scott Brinker / Leave a Comment

Earlier this month, MIT ran a special Linked Data Product Development Lab during their Independent Activities Period (IAP). The lab brought together an eclectic mix of students and alumni, engineers and entrepreneurs, for a week of lectures, hands-on workshops, and collaborative team projects — all focused on the present-day capabilities of linked data. Sir Tim Berners-Lee kicked off the event with an inspiring talk about the vision of linked data. I had the pleasure of …

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On Her Majesty’s linked data service

January 21, 2010 / Marketing Data / By Scott Brinker / 2 Comments

Earlier today, Sir Tim Berners-Lee and Nigel Shadbolt posted a great article on The Guardian’s Data Blog, Our manifesto for government data. They announced the public availability of the U.K.’s beta data.gov.uk site, a cornucopia of over 2,500 data sets of government data — everything from agriculture statistics to workplace employment by industry — open to anyone to use. It’s a great example of the 8th business model for data. And most of it adheres …

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Appoint a marketing technology czar

January 20, 2010 / Marketing Management / By Scott Brinker / Leave a Comment

Avi Dan has a great article that was published yesterday in Advertising Age, Why Brands Should Embrace Technological Change. It’s an excellent piece talking about the rapid shifts in marketing technology and encouraging CMOs to embrace the phenomenon with all their heart (and all their organizational structure). I was pleased to see him advocate for a chief marketing technologist role that would report to the CMO: CMOs must lead a number of internal changes as …

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The 8th linked data business model

January 17, 2010 / Marketing Data / By Scott Brinker / 4 Comments

In response to my post on linked data business models, Leigh Dodds at Talis wrote a terrific piece with his thoughts on the business of linked data. Leigh presents a number of great ideas that I think really carry the conversation forward. One of his points is that I overlooked an important model, what he calls the “sponsorship model.” Under this model, a government entity or a non-profit organization has a funded mandate to deliver …

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