Kai MacMahon

Featured Author

: Kai MacMahon is an online media consultant specializing in the practical application of social media and Web analytics in modern business. Kai has worked with some of the biggest brands around, including EMI, Disney, The BBC, QUALCOMM, Taylor-Made adidas Golf and Comcast Interactive Media. His online career spans a decade: starting with AOL UK, he then made the transition to Head of Content for Netscape UK where he was in charge of all content, production and community for Netscape Online, the award winning ISP & Portal, and the UK Netcenter. Most recently he ran the Online Marketing & Analytics group for an award-winning west coast agency.

Rules for the Road in Social Space

Written on: June 9th 2008
Author: | Kai MacMahon

ADOTAS EXCLUSIVE — Whole Food’s CEO John Mackey has returned to blogging after a long hiatus following the exposure of his anonymous posting about a rival company that Whole Foods later acquired. Over a period of years, Mackey posted on Yahoo finance boards under a pseudonym, at times discrediting the [...] More...

Peer-To-Peer Marketing: No Pain, No Gain

Written on: January 18th 2008
Author: | Kai MacMahon

Hasbro and Mattel are this week reported to be considering legal action against Facebook and the makers of the online word game, Scrabulous. The game is very similar if not quite identical to Scrabble itself, and has quickly become one of Facebook’s most popular applications. It’s listed in their top [...] More...

The Web Analytics Revolution

Written on: August 14th 2007
Author: | Kai MacMahon

The Web analytics industry has come on in leaps and bounds over the last few years. The rise in prominence of relatively easily deployable tag based systems has catapulted the industry into the mainstream and everyone from the smallest mom & pop operation, right up to giants like Comcast & [...] More...

Go Organic; Avoid Optimization Pitfalls

Written on: July 12th 2007
Author: | Kai MacMahon

Years ago online marketing was a relatively straightforward business. An email campaign here, a banner run there…throw in the odd ROI calculation for confirmation that you’re on track, and all was good. Fast forward to today though, and the game has changed almost beyond recognition. Measurability is king and ROI is [...] More...

Email Marketing Edicts: Five Rules to Help Appreciate the Most Underappreciated of Marketing Mediums

Written on: March 6th 2007
Author: | Kai MacMahon

Last month, I wrote about how email marketing didn’t have to be boring, so this time round I figured I’d pick up where I left off and talk about some of the rules we need to follow as we take advantage of this most effective and sometimes underappreciated of channels. [...] More...

Escaping Email Doldrums: Why the Old-Hat Marketing Technique Doesn’t Have to Equal Boring

Written on: January 30th 2007
Author: | Kai MacMahon

Recently, I received an excellent piece of email marketing from the Oakland Raiders. Admittedly the only good thing the team has done all year, but a good thing nevertheless. It was a very simple email announcing the appointment of Lane Kiffin as their head coach. Nothing too extraordinary [...] More...

Online Marketing in 2007: Forecasting the Trends, Mediums and Misconceptions of the New Year

Written on: January 2nd 2007
Author: | Kai MacMahon

With 2007 upon us, I thought I’d use my first column to talk a little about where I see us heading in the new year. First of all the online marketing prognosis for next year is excellent. More and more brand marketers are looking beyond the traditional areas [...] More...

Analyze, Strategize, Commoditize: A Case Study on How Analytics Spawned Successful Strategies

Written on: December 27th 2006
Author: | Kai MacMahon

All decisions are not created equal. Specifically, strategic decisions serve as the foundation for all subsequent decisions related to a particular initiative. You wouldn’t build a house foundation on an unknown composition of ground materials. Similarly, you should not build a new web site strategy without fully [...] More...

Spotlight

Turn VP: Ad Network Shakeout “Inevitable”ADOTAS EXCLUSIVE – Turn bills itself as the world’s first Smart Market for online advertising. Turn’s VP of product and [...] more...