Joshua spanier

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A number of years ago, I came up with a comms planning notion called Twitchpoint Planning, the basis of which was that people use multiple devices when researching and gathering information; information that will ultimately result in a sale. Some called this customer journey exercise. I honed it toward more of a digital exercise. A twitch, I reasoned, was a move from one device to another. (The Internet of Things is going to have an impact here, fo’ shizzle.)

The other day I was looking at What’s The Idea? blog metrics on Google Analytics and lo and behold did I see a Beta test for what Google calls “Cross Device” measures.  Sub-topics include: Device Overlap, Device Paths, Channels and Acquisition Device. Talk about proof of concept!  When I began thinking about Twitchpoint Planning I shared the preso with Joshua Spanier, senior marketing director Google Media. He registered a few degrees above lukewarm.

Cause and effect? Who knew. Psychic unity? Probably. Either way, bravo Google. You will make millions. And the planners will make thousand. For the marketers…the sky’s the limit.



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A couple of years ago I posted a presentation on SlideShare on something I called Twitch Point Planning. My first presentation of Twitch Point Planning was to Karen Kovacs, publisher of People Magazine.  One of my last presentations was to Joshua Spanier, Google’s Marketing Director of Global Media. These meetings sandwiched a number of others with business titans, one of which, George Gallate, suggested “Get the URL.”

Twitch Point Planning is a comms planning rigor that takes advantage of media “twitches,” moments in time when a person moves from one medium to another in search of information or clarification. By “understanding, mapping and manipulating people closer to a sale” via these twitches, we  create new levels of accountability, learning and success…the theory goes. 

Here’s is a quote from today’s New York Times, by Google’s Paul Muret, VP for Display, Video and Analytics:

“Mobile is about moments, shorter and more fragmented. It’s important we string these together. We need to understand the desires of consumers in each point in time to understand their context and intent.”   

Google rang up $19B in the 4th quarter and now is looking to expand that number by launching a new product called Analytics 360 — a tool that looks to take advantage of cross screen media twitching.  I suspect they’ll make more billions and do so by automating the process.  But me thinks the human element is still a necessary component of this process. Let’s see.

All aboard!!!!


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