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Interview: Dan Kurani of Kurani Interactive

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kuraniHere’s a mini interview with Dan Kurani, owner of the interactive agency KURANI Interactive.  Over it’s 9 year history the agency boasts clients like Nike, Mannington, and Fagor.  Visit their website at www.kurani.com or call Dan at his Red Bank, NJ location at 732-345-1700 to learn more about their services.

PMT: How do digital mediums differ from traditional branding and advertising programs in terms of measurement and accountability?

DK: Although I can see things changing as consumption and media cross-pollinates and integrates, today, a huge difference.  Whereas, offline primarily derives the underpinnings of analysis from qualitative sample groups (posing as quantitative results), digital “is” quantitative.  The toughest part of digital is ensuring stakeholders stay focused on KPIs instead of getting lost in the sea of data.

PMT: What are some new areas of growth or services you see Kurani Interactive taking on?

DK: Outside of our traditional services (digital marketing communications that includes social, websites, applications, email, search), we are starting to joint venture with select companies.  Basically, we are leveraging our digital expertise to unlock hidden or the online advertising playbookunderachieving core values and managing the extension in a turnkey fashion.

PMT: In 10 years how do you think campaign and site performance measurement will change?

DK: Integrated measurement across all tactics, digital will be behind almost all MarCom.

To learn more about interactive advertising pick up a copy of The Online Advertising Playbook at Amazon.com

Written by Greg M

August 11, 2009 at 11:06 am

Posted in Interviews

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