Marketing Mavericks: an Interview with 4C’s Aaron Goldman
Published: September 10, 2015
Author: Molly Shotwell
Twitter handle: @aarongoldman
How long have you been in your current role?
Since summer 2015.
When you look back at the last six months, what were some of the biggest surprises of your job?
I’ve been surprised by how far apart various markets around the world are in terms of key trends and adoption. You’d think digital and mobile penetration would create a level playing field and consistent best practices. But different countries are all over the place. A lot of it has to do with government regulation (like Chinese censorship, German spam legislation, French cookie laws, etc.), but some of it is just cultural ambivalence.
What are 2-3 bold predictions you’d make for the next six months?
Google will buy Twitter. Apple will buy Snapchat. No-one will buy Tidal.
What’s your favorite recent ad campaign, and why?
From a B2B marketing standpoint, I love what the folks at Viacom are doing with Velocity and am super jealous of their budgets. Particularly, this video has inspired me to step up my rap game.
If you had $10M, which marketing platform (e.g. Google, Facebook, Twitter, etc.) would you invest in, and why?
Well, 4C was the first company to achieve official ads API partner status with Facebook, Twitter, LinkedIn, Pinterest, and Instagram, so I have to be politically correct and split the money equally across those 5 platforms.
If you had $10M, which marketing technology would you invest in, and why?
Of course I’d say 4C, but I won’t take the easy way out 2 questions in a row. I’m really focused on marketing automation right now, so I’d invest in one of the platforms that can help with customer segmentation, nurturing, and demand gen.
What is/are the most important metric(s) you use to guide your decision-making process?
It’s all about ROI, but proxy metrics like lead volume and conversion rate are great indicators for us as B2B marketers.
Which is more important, attribution or mobile? Why?
That’s like asking me to pick which of my kids I love most. They’re both critical, but right now I’m more obsessed with attribution as an overlay across all channels and devices. As all media converges, you have to understand how everything’s working together so you can best reach your audience.
Are there any specific books that have helped shape your marketing strategy?
The Search, by John Battelle. The Long Tail, by Chris Anderson. The World is Flat, by Thomas Friedman. Good to Great, by Jim Collins. Freakonomics, by Dubner and Levitt. Purple Cow, by Seth Godin. And Everything I Know About Marketing I Learned from Google, by some clown named Aaron Goldman. 🙂
More About Aaron Goldman:
Aaron Goldman is Chief Marketing Officer at 4C, a data science software company that’s powering the future of advertising. Sitting at the intersection of TV and social media, 4C offers solutions for marketing activation and analytics. 4C clients include brands, agencies, and networks like eBay, Starcom MediaVest Group, and Turner.
Well-known in the industry for his freestyle flow and propensity to talk about himself in 3rd person, Goldman has been running the digital marketing rap game for more than 15 years. Goldman was CMO at Kenshoo, a leading enterprise marketing software company, for nearly 5 years prior to joining 4C. He is also the author of Everything I Know about Marketing I Learned from Google (McGraw-Hill 2010),
Previously, Goldman founded Connectual, a digital marketing consulting and matchmaking firm. Before that, he was VP Marketing and Strategic Partnerships at Resolution Media, a search marketing agency that makes it rain under the Omnicom umbrella. And in the early days, Goldman managed U.S. Midwest sales for MaxOnline, an ad network that was folded into IAC. He sold a lot of pop-ups.
When he’s not busy Googling himself, Goldman is running around Chicago with his wife, Lisa, daughter, Eliara, and twins, Ethan and Mila.