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Ken Roberts

Ken Roberts

Ken Roberts has been immersed in marketing and technology for over a decade, merging creative strategies with the latest technology, to bring products together with the people who need them. With degrees in Engineering, Computer Science and an MBA, Ken’s background in product management, marketing, sales, analytics and technology lends to his ability to attack product challenges on multiple levels. Ken began his career developing software solutions for medical records before transitioning to marketing. Ken focused on building marketing departments and operating in-house agencies. Ken’s experience with digital platforms, internet based marketing, lead scoring and business intelligence, and reporting, as well as a keen market understanding, are a welcome addition to Pathmatics, only matched by a leadership philosophy that encourages high creativity and ownership from his team.

Author's Posts

5 Steps to Allocate Ad Budget Effectively

Ken Roberts

Ad budget allocation is a lot like the classic Choose Your Own Adventure books. One wrong turn could end in complete disaster. But, with the right strategy and approach, you could take a very profitable, enjoyable journey.

So, how will you (or your team) allocate advertising budget effectively in 2018? Below are five steps to create an intentional, performance-driven ad budget.

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Topics: How to Build More Effective Ad Campaigns

3 Trends in Digital Advertising: H1 2017 Roundup

Ken Roberts

Pathmatics gives brand managers a massive amount of data right at their fingertips. But volume of data isn’t enough. It must be used sensibly if you want to improve your digital advertising strategy.

The rise of automated ad buying over the past few years has created a more complex, less transparent advertising industry that leaves brand managers with unanswered questions like, “Am I spending my budget efficiently?” or “Where is my budget really going?”

It also leaves us questioning what our competitors are doing, and where the industry is headed. With such a lack of transparency, it’s hard to know how effective or competitive your ad spend strategies really are. 

Pathmatics cuts through the confusion with ad intelligence software powerful enough to not only identify where brands are spending, but also piece together the path each ad took before it was delivered to the audience. For the sake of a more transparent digital advertising world, we wanted to share this proprietary data with you.

Here are some of our top insights on the state of digital in 2017, based on H1 data.

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Topics: How Ad Intelligence Can Boost Performance

How to Build Effective Reports in Pathmatics

Ken Roberts

Pathmatics gives brand managers a massive amount of data right at their fingertips. But volume of data isn’t enough. It must be used sensibly if you want to improve your digital advertising strategy.

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Topics: How to Get the Most Out of Pathmatics

3 Examples of Ad Creatives That Work

Ken Roberts

The most important part of any advertising strategy is, of course, the ad itself. Regardless of placement, your ad will fight an uphill battle for attention alongside thousands of other creatives in the marketplace. You have only a moment to catch consumer attention, and make a lasting impression (literally).

So, how are top advertisers breaking through the noise?

We used Pathmatics to assess popular creatives by number of impressions, and identify why they’re effective. As best practices, we wholeheartedly agree with three simple rules for successful ads courtesy of Think With Google: Be compelling. Be concise. Be clear.

Below are three examples of ad creatives that work (and why they work). Each ad featured below made Pathmatics’ list of top creatives for each individual brand over the last 12 months.

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Topics: How to Build More Effective Ad Campaigns

Sessions We Look Forward to at Shop.org 2017

Ken Roberts

Pathmatics will be exhibiting at Shop.org 2017 in LA.  (Schedule a meeting to learn more about using digital advertising intelligence to meet your marketing and merchandising goals.)

There's almost too much to choose from, but I’ve looked over the agenda and these are the sessions that I'm looking forward to the most.  

Note: I’ve put the initial times and stages in the information below, but some of these sessions may repeat on both days, so check the agenda. And there's some overlap in times, so choose wisely!

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Topics: How to Build More Effective Ad Campaigns

How Can Ad Intelligence Software Save Me Money?

Ken Roberts

It’s the question on everyone’s mind: how can ad intelligence actually save my company money?

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Topics: Everything You Need to Know About Pathmatics

How to Get the Most Out of Pathmatics in 5 Quick Steps

Ken Roberts

Ad intelligence software is a significant investment, so you’d better make sure you’re getting the most out of it.

Pathmatics is no different. If you’re considering this solution—or already have an account—you want to see value from it as fast as possible.

This post is here to help. We’ll walk you through the steps you should take to hit the ground running with your Pathmatics account. 

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Topics: How to Get the Most Out of Pathmatics

3 Ways to Get the Most Out of Your Pathmatics Dashboard

Ken Roberts

When you log into Pathmatics, you’re presented with tons of digital advertising data. That begs the question:

Where to begin?

The Pathmatics Dashboard is a great place to start setting up your personalized account. This Dashboard greets you when you log into your account. It tracks the advertisers, websites, and ad networks you’ve chosen to follow. When viewing the profile of any advertiser, website, or ad network, just click the “Follow” button and it’ll be added to your Dashboard.

The Dashboard is a brand manager’s best friend. It saves you time by presenting the most important data in nearly real-time, customized for your needs.

Below, we’ve outlined some ways to use the Dashboard profitably, so you can get the most out of Pathmatics as quickly as possible.

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Topics: How to Get the Most Out of Pathmatics

How an Ad Intelligence Tool Provides ROI for Marketing Departments

Ken Roberts

If you could effortlessly prove ROI on your paid advertising, month over month, how much easier would your job as a marketer be? 

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Topics: How Ad Intelligence Can Boost Performance

Your Competition Is Spying on Your Digital Ad Strategy

Ken Roberts

It’s true: your competition has detailed information on how much your brand spends on digital ads and where you place those ads. Competitors can even see which creatives you’re running.

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Topics: How to Choose an Ad Intelligence Solution

About Pathmatics

Pathmatics provides unique, actionable insights that deliver a proven competitive edge to Brands, Agencies, Adtech, and Publishers.

Ad buyers use Pathmatics’ competitive ad intelligence to optimize their branding and advertising while outsmarting their competitors. Ad sellers use Pathmatics to increase revenue with data-informed prospecting and insight-driven proposals.

Pathmatics is headquartered in Santa Monica, CA and is backed by Upfront Ventures, BDMI, and other leading venture funds.

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