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VP Search and Performance Media, Performics

Redefining Performance Marketing

By Craig Greenfield

About Craig

Craig Greenfield is the vice president of search and performance media at Performics, the performance marketing arm inside Publicis Groupe's VivaKi Nerve Center. Craig is skilled in the introduction, development and application of customer marketing information to achieve continued growth and advantage. In 2005, he was a member of the team that introduced account planning to Performics' account management practice. As an account director, Craig was responsible for leading multiple client assignments with a focus on integrated demand generation. Prior to Performics, Craig served as management supervisor at Jacobs & Clevenger where his responsibilities included multichannel marketing communications planning, execution and response analysis. He has extensive automotive experience as a planner on the Ford account at J. Walter Thompson. There he was the direct marketing lead on a cross-functional team focused on customer acquisition and retention.


Michael Della Penna
Putting Pinterest to Work for Your Brand
Apr 20, 2012

Pinterest is the new hot property. Overnight this visual curation powerhouse has generated more traffic to websites than Twitter, Google+,...

Inside Mobile Marketing

Michael Becker
Following the Breadcrumbs to Guide People Through the Path to Purchase
Apr 10, 2014

  Marketing is about service; it's about helping a company identify and fulfill the needs, wants and desires of consumers....

Customer Experience Commerce

Jeannie Walters
Why Customer Experience Trumps User Experience
Jan 29, 2014

Whenever I'm asked to explain customer experience, I'm always hard-pressed for a short, easily digested answer. It's just so huge!...

Engagement Matters

Stephanie Miller
3 Key Lessons for Mobile Email Marketers
Mar 1, 2012

With mobile devices ranging from smartphones to iPads to e-readers to netbooks, the question isn't if you need a mobile strategy for...

15 Minutes Ahead

Luis Hernandez
How Evolving Mobile Behaviors are Raising the Stakes for Marketers
Jan 5, 2012

While none would argue that 2011 was the year of the mobile app, marketers have been hearing more noise about...

The View From Here

Melissa Campanelli
Everything You Want to Know About Email Marketing … and More
Nov 3, 2011

With the holidays fast approaching, it's a great time for email marketing professionals to give their programs a much needed...

Digital Marketing Takes Action

Heidi Cohen
Which is Better for Mobile Shopping, Tablets or Smartphones?
Jul 7, 2011

Are you wondering whether it’s worth providing your online retail offering on tablets, particularly the iPad? Are you also facing...

Ways of Thinking

Thorin McGee
A Facebook Fan is $136 in Lifetime Value, $3.60 in Media Impressions
Jun 29, 2010

The lifetime value of a Facebook fan is about $136 to top brands, according to this study on Facebook fan...

Facebook's Timeline for Brands: A Facebook Performance Opportunity

Facebook's new Timeline for Brands enables marketers to foster engagement with participants. This engagement can equal Facebook performance. Brands can separate themselves from the competition by using real-time Facebook engagement data and insights to optimize their brand pages for performance.    Read More >>


Don’t Be Creepy: Using Robust User Data for Ad Targeting While Respecting Privacy

When your brand possesses or has access to data that provides deep visibility into user interests, you should use that visibility to create more relevant ads, thus increasing performance while limiting costs. But with deep visibility comes deep responsibility to respect privacy. The fastest way to hurt performance is to cross into the creepy zone. Don’t be a creeper.  Read More >>

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Applying Paid Search Optimization Techniques Beyond the Search Engine Results Page

In 2010, Forrester's The Future of Search Marketing report predicted that “search marketing will become an umbrella term that applies to using any targeted media to help an advertiser get found.” Forrester was right. It’s now clear that search isn’t limited to being a channel.  Read More >>


Holiday Paid Search Analytics Reveal Insights Into Today’s Cross-Channel Shopper

When analyzing early holiday paid search data, it’s readily apparent that shopping is truly a cross-channel endeavor. For instance, the majority of this year's Black Friday shopping occurred in-store, but consumers used search engines in droves before setting foot in a store. Search helped shoppers map out their in-store Black Friday strategies, informing them exactly where and when they could find the best deals on the products they wanted.

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Marketing as a Function of Your Entire Organization

In a world where earned content is increasingly influencing marketing programs, marketing as a function is changing. Marketing can no longer live solely in your marketing department. From customer service to product development to human resources, it must live everywhere in your organization. If marketing isn’t tied to your overall business strategy, it’s pretty much useless.  Read More >>

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Affiliate Governance in Paid Search: Asserting Control to Boost Overall Performance

Your affiliate marketing and paid search programs are intrinsically linked. For instance, your brand uses paid search to generate leads, while at the same time your affiliates use paid search to generate leads for you. Paid search and affiliate marketing success often depends on integrating your paid search program with your affiliates’ programs. This can be accomplished through affiliate governance.  Read More >>


Optimizing Paid Search Campaigns for the ‘Third Device’

It’s time to think of tablets as a distinct “third device” and devise performance marketing strategies to engage tablet users. Advertisers must take advantage of the ability now offered in AdWords to target smartphones and tablets separately.  Read More >>

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Genuine Strategies to Outsmart Paid Search Counterfeiters

According to MarkMonitor, counterfeiters sold $135 billion in goods online in 2010. Many counterfeiters are now using paid search to engage U.S. consumers. Search engines make this possible by allowing third parties — potentially counterfeiters — to bid on others' trademarks (e.g., Coach bags, Oakley sunglasses, Rosetta Stone). Search engines prohibit advertisers from promoting counterfeit goods, but smart counterfeiters regularly evade the engines. Offshore counterfeiters also evade U.S....  Read More >>

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Why Affiliate Program Success Depends on Breaking Down Silos

In managing affiliate programs, large online advertisers typically rely on the account management services provided by the leading affiliate networks. Given that such services are often included in network transaction fees, many advertisers incorrectly assume that affiliate networks will deliver tactical and strategic services to boost performance. 

Blurring the Lines Between Paid and Natural Search Listings: The Impact on Search Performance

Over the past few months, Google has made some subtle changes to the look of its top position sponsored listings. These changes have, in the aggregate, made top sponsored listings look remarkably like natural search listings.  Read More >>

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