Endeavors

Happiness Comes From Helping Others

Mark Suster wrote a great post yesterday called “Life is 10% How You Make It and 90% How you Take It” and it’s definitely worth a read for anyone doing the entrepreneurial thing.

He talks about how “happiness has to be a state of mind” and how “you need to constantly remind yourself to be happy whatever your life’s circumstances.”

I was thinking about this a lot over the past two days. The idea of “happiness” and what it really takes to be “happy” – a sort of corollary to Mark’s post. And I couldn’t help think about one of my most serious rescue incidents on Ski Patrol.

It was my first year “cut loose” on mount snow’s ski patrol, which meant I was able to go out on codes (which are reports of an injury or incident) and provide emergency medical care to guests. I didn’t have to shadow any of the seasoned ski patrollers. I had passed my certifications, was approved by senior patrollers to respond to codes, and was now ready to handle situations on my own.

It was Saturday. Sunny, blue skies, with a temp of about 35 degrees. I was wearing my new, fresh, red ski patrol jacket with a white cross on the back, had all my medical equipment in a pack strapped around my waist, and was sporting my new Burton snowboard. I decided to take a run down the front side of the mountain on the “Standard” trail (this ski trail runs directly under one of the main ski lifts). About half way down the trail and towards the top of the ski lift, I approached a group of people huddling around what seemed to be a small person laying on the ground. I quickly sped up on my snowboard and as I got closer, I could see that there was a person in a blue jacket performing CPR on a young boy who was about 12 years old. There were about 10 other people huddling around the boy and meanwhile, there were hundreds of people passing above us from the chairlift, with their eyes now peeled on the ski patroller and the boy on the ground.

The person in the blue jacket quickly identified himself as a doctor (ironically enough, many doctors are never fully trained as first responders and never get experience with emergency situations. This doctor was one of them). Witnesses told me the boy tried jumping off of a log unsuccessfully, fell back, and hit his head on the log. He was not wearing a helmet, became unconscious and stopped breathing.

Within seconds of my arrival, the boy began breathing again but was still unconscious. I performed a quick assessment, took his vitals and stabilized his neck. I radioed in (as a code 3 – the most serious of codes) for additional personnel and equipment, specifically needing a backboard, neck collars, oxygen, and suction (in case the boy started to throw up while still unconscious). I requested a helicopter to transport him to a hospital and within minutes, a helicopter was put in the air en route to the mount snow airport.

About 1 minute after I called for extra hands and equipment, 3 more patrollers were on the scene helping me package, stabilize and transport the boy off the hill. We put him in a sled and I quickly snowboarded him down the mountain and into the doctor’s office. As soon as we got him off the mountain, we put him in an ambulance that was already waiting for us, shut the doors, and watched the ambulance take off to meet the helicopter for transport.

The boy’s fate was now out of my control. I had no idea what was going to happen to him and didn’t know if my actions helped or hurt his chances of survival. That night was tough for me and I can’t imagine how tough it must have been for his parents.

The next day, I returned to the mountain to patrol and at about 1:00pm I got a phone call at the summit rescue building.

It was the doctor who treated the boy on his way out with the ambulance. He said that the boy had suffered major head trauma and that his fate could have gone either way, but as a result of my actions and that of my team, the boy was going to be ok.

I realized at that moment that true happiness comes from helping others. The bigger impact you make on someone else’s life, the happier you will be, and the happier they will be.

Win, win.

Picture of me and my daughter, Michaela.

Oreos are Good, Especially The Audience Layer

Photo of an Oreo cookie on a white table.
Image via Wikipedia

Doug Weaver wrote a great piece today titled The New Oreo, Part 3: The Audience Layer.

“Anyone mildly plugged into digital advertising in 2010 can’t possibly ignore the noise and energy around audience buying.

There are many people in our industry who can go a lot deeper on this topic than I…”

I’ll attempt to take it a bit “deeper” but will do so around his 4 premises.

  1. It’s a Different Marketplace: “Audience buying is happening, and it is going to happen more”, but today, the market is not transparent. There are many companies out there that can sell your data for a price (and if not tied to media its probably much less), but what value are you getting other than a new, arguably small revenue stream? Are you learning about data strategies for your own organization? Are you learning about audience data collection, segmentation and optimization? If you’re going to invest time and effort in a new partnership, understand how the “data” company can make you smarter and affect your business in a meaningful way. One that adds long term value. Remember what ad networks did to your business?
  2. Create a Trading Desk: “Segregating and centralizing the audience selling activity inside your organization is a good idea. Keep your ‘page sellers’ focused on selling the value of placement. Let your specialists manage the relationships and requests from DSPs and interact with your optimizers.” I would take this one step further..in the opposite direction. Publisher that can take the lead and sell audiences on top of their placement should see increased CPM rates and differentiation from their competitors. If this is where the market is heading, might as well start understanding it now.
  3. Demand See-Through Tags: If a company is tagging your site, you should not only understand who pays the freight, but you should have some visibility into the actual shipment. Simply put, you are entitled for more insights other than just a paycheck.
  4. If You’re a Data Enabler, Get Paid for It: Publishers should absolutely get paid for their data, but they should work to optimize the use of that data by looking at and leveraging the individual behaviors as well as applying that data towards multiple revenue streams. Companies that can offer revenue streams for media and data, using the same data source, can help the publisher over the long haul in establishing a meaningful, multifaceted business.

(Disclosure: The post can also be found at Lotame Learnings. Lotame is my current employer)

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When it comes to Online Advertising, Keep It Simple Stupid

When things get so complicated the best thing you can do is go back to the basics.

In today’s world of online advertising, the “basics” are changing so it’s important to understand what those changes are and how they affect a marketer’s business.

I wrote a piece that was featured in today’s iMedia Connection that discusses this very point.

Excerpt from the article:

We are at the cusp of a new age of online advertising. As news ways of thinking about the ecosystem emerge, so too are there new ways for advertising campaign deployment. Math now seems as equally important as creativity. Technology now seems as important as artistic ability. This evolving trend has spawned new companies and has required older companies to change their very DNA, and with that, their name or classification.

The entire piece is here.

Things used to be much simpler…

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Shaun White is Crazy Committed to Gold

Two years ago I was volunteering on ski patrol at the Winter Dew Tour at Mount Snow, Vermont.

I was stationed at the top of the super pipe for the men’s half-pipe competition, but my shift was for the practice session. There were a handful of competitors and they were all mostly between the ages of 15-30. One of those competitors happened to be Shaun White.

I remember sitting there thinking, “Damn, these guys just snowboard all day, every day, for a living and soak up all the media attention during events.”

Then I saw Shaun White walk up to the top of the pipe. I remember thinking, “this dude is going to crank on some tunes, have a couple of red bulls, BS with the cute mount snow employees and tear up the half-pipe with ease….”

But when he got to the top, I quickly realized I was wrong, mostly.

Once at the top, he simply sat down in a chair (barely making any hellos), strapped on his board, and dropped in the pipe for one of the most ridiculous run’s I’ve ever seen live.

When he finished that run, he came back up to the top and did the same thing. Said almost nothing to anyone and dropped in for a second run. He did this maybe 2 more times after that.

Meanwhile, all the other competitors were goofing around, talking to the fans and soaking up the media attention.

Well, this week Shaun White won a repeat Olympic Gold Medal in Vancouver and I imagine he did it with the same style I saw at the Dew Tour.

Total concentration.

No BS.

No Games.

Dead committed to be the very best at what he does.

Props to Shaun.

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The “Macrotization” of Ad Serving, Ad Exchanges, and Demand Side Platforms

The online advertising industry at large is sprinting towards maximizing efficiency. Overall, the working theory is that smart aggregation and assembly of various technology providers will create a unique solution for display advertising, and one that combines audience targeting, procurement, arbitrage and media trade. However, if, as Randall Rothenberg, CEO of IAB, states: “technology succeeds in driving the cost of reaching the perfect audience down to zero” in his latest post titled “Is Marketing a Strategic Resource or a Procured Commodity?” then the industry might be fumbling towards false ecstasy, with “the same low costs, the same perfect efficiency, for doing the same exact thing.”

Allow me to explain. With all of the aggregation and consolidation of publishers, networks, and exchanges, in many instances, an overlap occurs with publisher inventory. Think about a typical web publisher in today’s ecosystem. Think about how many ad networks that publisher works with. Now think about how many ad exchanges those ad networks work with. Then think about how many Demand Side Platforms those ad exchanges work with. The result? The tail wags the dog: when you bid on an impression, in all likely hood, you are bidding on yourself, for the same piece of inventory. This overlap and inconsistency in many cases results in decreased efficiency.

Here at Lotame we call this concept “Macrotization” wherein you try and optimize results at the macro level but have built algorithms and processes that can’t ultimately be supported by the disparate supporting systems and components. Many of the components in these new advertising platforms don’t necessarily complement each other, even though it may seem as if they do, and complementary buzzwords often connect ephemeral dots that don’t belong. In time, the foundation for macrotization will settle, but for now, tremors still abound.

The truth is, there are few companies out there that successfully manage all pieces of the “macrotization” process. Those that can will deliver true efficiencies for their clients because they can seamlessly connect and control all pieces in the value chain—from audience identification through media delivery and resulting insights—in a completely transparent manner.

(Disclosure: The post can also be found at Lotame Learnings. Lotame is my current employer)

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From the Industrial Revolution to the Knowledge Era – Next Up: The Data Renaissance

1913 photograph Ford company, USA
Image via Wikipedia

The world will never be the same. Our society used to build machines and parts, in factories and in assembly lines. Today, our society builds computer programs and data bases, on laptops and in many cases, from anywhere around the world. People and businesses are becoming more efficient. They are working smarter, not harder, because they are beginning to leverage the most valuable employee of all: Data.

Take for example the airline industry. Consider all those times you got bumped off of a flight, rescheduled, canceled, or offered money to take a different flight. We’ve all been there and it always happens for a reason. This reason is that airlines try to prevent the loss of business and in doing so, they look at dozens of consumer driven behaviors such as how long you travel for, how many weekend flights you take, how many return flights you take, how many flights you take during the week, if you are a frequent flier, and the list goes on. All of these individual data points are used to inform a business decision. The decision is objective. The decision is data driven.

But what happens when we can make decisions using even more data points? Much more data points? Literally, hundreds of thousands if not millions of data points, and did I mention, in real time?

Welcome to the Data Renaissance. Thanks to increasingly efficient and scalable technologies like solid state drives, mobile devices, and cloud computing, the possibilities of data analysis are endless. I mean, just think about how much time we either spend online or connected to a mobile device. This has tremendous implications from travel, health and fitness, to finance, education, and media and the best part is, we haven’t even scratched the surface.

Like I said before, the implications here are huge. Many companies recognize the need to have these comprehensive data sets while having ways of analyzing that data. The digital media and online advertising industry in particular are both in a unique place since their very foundations are dependent upon these high growth technologies; digital devices and the Internet. In this space, companies are racing to a holy grail of advertising where they can leverage millions of individual consumer behaviors to inform brand engagement opportunities and purchasing decisions. Unlike the airline industry, online advertisers can leverage millions of data points instead of those “dozen,” and if done correctly, the consumer experience will be better than it’s ever been before. Everything will matter. Everything will be relevant. We will all become more enlightened and informed to things that interest the most because these new technologies are launching us into the very early, but still uncharted, data renaissance.

(Disclosure: The post can also be found at Lotame Learnings. Lotame is my current employer)

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The Maturation of Data Intelligence

With all of the latest advances in digital media, we are still in the infancy stage when it comes to data intelligence and informative decision making. Consider what is currently happening in the display advertising space. Data and media are continuing to diverge as two separate commodities. On one hand there are data exchanges making cookie files or user information available for purchase. On the other hand, there are media exchanges that make media available for purchase letting businesses use primary or secondary cookie files from other sources to make the ad decision.

This new divergence between data and media, coupled with the notion that bigger is better when it comes to data, makes for an interesting dynamic in today’s industry. Companies are looking to build their own, large cookie pools. In some cases, these are companies with no real technology or mathematical expertise. The natural assumption is that by having large data sets, it would allow for informative ad decision making and that assumption is absolutely warranted. But again, we are only in the infancy stage when it comes to data intelligence and information decision making so it is important to understand all layers involved while pursuing the “data” path.

There is an entire meta-layer between data and media, and that layer is around delivery and optimization. It’s the ability to marry delivery, performance, and backend metrics with data collection and custom audiences. Without this connection, data is meaningless. Imagine for a second you spent $5,000 on the latest and greatest Flat Screen High Definition TV, $600 on the latest Blue Ray DVD drive, but decided to use old audio/video composite cables instead of investing the extra $150 on some good HDMI cables. Your investments in the television and the Blue Ray drive aren’t even close to maximized unless an additional investment is made in the “connection.”

This is unquestionably one of the most important, yet most overlooked aspects of today’s ecosystem. Data is only as valuable as the intelligence or “connection” behind it. In the coming months, the companies that are positioned to efficiently collect and segment data and, more importantly, are able to tie that data in a meaningful way to media through enhanced delivery and optimization techniques, will see an increase in sales, margins, and ROI. By valuing audiences and media separately, there is also a new arbitrage opportunity available to those that truly understand the three aspects of data, media, and delivery.

At the end of the day, companies will need to make smart investments on technology vendors and third party solutions in order to help achieve their goals. As the economy continues to shake out, as costs and expenses continue to be cut, and as resources continue to be reallocated, it is all that more critical for companies to make sound investments that contribute to increased efficiency and productivity. In order to do this, companies will continue to turn towards “data” in order to make informative decisions, to both business and literal ad serving.

(Disclosure: The post can also be found at Lotame Learnings. Lotame is my current employer)

Loosing Your Virginity – Getting Your First Piece of…Business – Runaway Productions

CraveRedCrossEventSAE
First contracted event

During my sophomore year of college my fraternity was shut down. As a result, all of our events were canceled and to make matters worse we couldn’t even participate in other organized events within the Greek system.

This sucked. It was a huge problem especially for my group of friends who enjoyed going out and doing the social thing.

But where there was a problem, there was also a solution.

At this point in time, my friend and I decided to build a college marketing company that would encompass three themes: (i) host events in a safe and secure environment (ii) be honest and upfront with our partners and vendors (iii) create recognizable and memorable marketing events that would promote the company brand in a positive and unique light.

In the short aftermath of my fraternity’s suspension, we hosted our first event. The first was all it took. It gave us some confidence, experience, and most importantly, momentum. From that point on we were able to grow the business, form new partnerships, hire more help, and keep the ball moving forward.

We were beginning to be featured in the local newspapers and magazines and were starting to become a focal point of the local community’s social scene:

HalloweenPoster06RP


“Yet another alternative to Freakfest is Runaway Productions Halloween 2006, the first event of its kind to be held at Madison Avenue. Runaway Productions, a company run by UW students, organized this 18-and-up event with Sony/BMG Music Records and CO-ED Magazine to provide an alternative environment for those in search of a riot-free good time. According to Managing Partner Daniel Reich, the Halloween 2006 event was created as a “legitimate venue so people can party in a safe, controlled environment.” Instead of wandering around aimlessly amid the drunken antics of State Street, students will have the opportunity to dance to their favorite artists at the dance club on University Avenue.

Runaway Productions intends to appeal to all sorts of listeners with a variety of musical acts. Hip-hop, reggae and rock fill the bill with artists including Golden, Collie Buddz, Fahrenheit and Displace. Also performing is special guest Sa-Ra from Kanye West’s record label GOOD. The event runs tonight and tomorrow, and attendees can purchase tickets from ExchangeHut.com.”

The Badger Herald, State Street not only show in town this Halloween

(Disclosure: Sa-Ra never came and the headliner was Collie Buddz. It was his first live US show. One of his songs here)

 

 

At the end of the day, “the first” was all it took. Although we did many events and functions thereafter, “the first” is what really put us over the top. It is probably the hardest thing to do when starting a business or doing sales, but once one is knocked down, the rest just kind of fall into place.

Sidenote: It’s been three years since we parted with Runaway Productions and three years later it is still going strong.

(Posters from other events below)

RunawayCoEdRP
MadAveGirlRP

(Pictures from other events below: Collie Buddz and Golden performing)

collie-buddz2
golden

Death and Failure Happens When You Don’t Properly Assess the Situation

Myself and fellow rescuer assessing the scene and pateint (Mount Snow, Vermont)

This October will mark my 9th consecutive year as an emergency health care professional. In all those years, the most important thing I learned (besides teamwork) is that assessing a situation correctly and completely could literally be the difference between life and death. The “assessment” is the most critical aspect when saving lives, treating the injured, or tending to the ill. Emergency health care or health care in general, is the most seriousness business of all (other than war), and within this business, great “assessment” skills are absolutely necessary.

Now think about your own life for a second. Think about your job, your company, your family, your significant other. How could you improve any one of these things if you spend a little more time observing or assessing, before you act or do anything? Think about the job of a manager, quant, marketer, or salesman? As an example, how much better could a salesperson be if they spent more time understanding a business’ needs, before they blindly push a product onto a prospective client?

With that in mind, consider the following few paragraphs:

As a salesman, you must perform a quick but thorough assessment to identify a prospect’s needs and to provide proper business solutions. Prospect assessment includes many steps and is the most complex skill that you will learn in the field. To make the task easier, it is helpful to identify and discuss the key components and skills of prospect assessment before you learn the entire process.

As you begin your assessment, you must gather and record some key information about the prospect. You will also need to obtain and evaluate the prospect’s vital signs of their business. The failures, struggles, or needs and the history of what occurred before and since you arrived are key pieces of information that you will have to obtain by asking a series of questions. You must also learn about the prospect’s past history and overall health of the business.”

Gathering Key Prospect Information

You will need to know which questions to ask and how to ask them. By using your deductive powers, you will be able to interpret the meaning and implications of your findings and the information that you have gathered. When assessing the prospect, you will have to look, listen, feel, and think.

If you couldn’t tell, this excerpt was actually taken from an Emergency Health care manual, with a few words changed. (Outdoor Emergency Care, Comprehensive Prehospital Care for Nonurban Settings, 4th Edition). The real excerpt is below.

Point is, you can’t possibly solve a problem or address an issue, without fully understanding the problem in the first place. In health care, this could possibly mean death. In business and in relationships, this could possibly mean failure.

Think, assess, and only after, act.

“As a rescuer, you must perform a quick but thorough assessment to identify a patients needs and to provide proper emergency care. Patient assessment includes many steps and is the most complex skill that you will learn in the OEC (Outdoor Emergency Care) course. To make the task easier, it is helpful to identify and discuss the key components and skills of patient assessment before you learn the entire process.

As you begin your assessment, you must gather and record some key information about the patient. You will also need to obtain and evaluate the patient’s vital signs. The injuries, illnesses, or symptoms and the history of what occurred before and since you arrived are key pieces of information that you will have to obtain by asking a series of questions. You must also learn about the patient’s past medical history and overall health.”

“Gathering Key Patient Information

You will need to know which questions to ask and how to ask them. By using your deductive powers, you will be able to interpret the meaning and implications of your findings and the information that you have gathered. When assessing the patient, you will have to look, listen, feel, and think.”

(Outdoor Emergency Care, Comprehensice Prehospital Care for Nonurban Settings, 4th Edition)

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