OgilvyOne Viewpoint #11 - Driving results with optimization

Matthias Kurwig

Matthias Kurwig draws the analogy between digital marketing campaigns and Formula 1 racing. While F1 teams are constantly being provided with reams of data during a race, digital marketers are also provided with a wealth of feedback from a campaign's outset.

OgilvyOne Viewpoint #11 - Driving results with optimization

Matthias Kurwig

What does a digital marketing campaign have to do with a Formula 1 race? Real-time results can propel performance to the next level.

BACK IN THE EARLY DAYS of motor racing, when the black-and-white flag signaled the start of the race, the work of the race car designers was done. There was little left for them to do other than cross their fingers for the driver. Today, the designers and technicians are, in a sense, sitting with the driver in the cockpit. The Formula 1 "rocket ships" provide them with...

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