Mark Hughes

Mark Hughes is the CEO & Co-Founder of C3 Metrics. Hughes grew eBay’s Half.com from zero to 8 million online customers as its VP of Marketing in less than three years. Half.com was sold to eBay for over $300 million six months after launch. He has spent close to $100 million online ad dollars, which planted the seeds for creation of C3 Metrics’ attribution algorithms and arrival in 2008—seeing the need to help Advertisers and Networks discover previously missed revenue drivers and increase ROI. Hughes brings a wealth of creative and quantitative experience in consumer marketing from PepsiCo’s Pizza Hut Division; Pep Boys, the automotive aftermarket retailer; and American Mobile Satellite (now XM Satellite Radio). Hughes is the son of a Pulitzer Prize winning journalist, and Hughes’ own book, Buzzmarketing, is published in 14 countries. In its first year of release it was heralded by Fast Company as one of ‘The Ten Best Business Reads of the Year’ and named by The Financial Times of London as one of the ‘Best Business Books of the Year’ along with Freakonomics. Mr. Hughes holds his MBA from Columbia Business School in Marketing & International Business.



Agencies + Attribution = Client Retention

Written on
September 27th 2011
Author
  |   Mark Hughes

ADOTAS – Regardless of what happens with the stock market this week or next week, and regardless of what happens with macroeconomic issues, no one understands the realities of consumer and brand issues in this economic era better than digital ad agencies. You know the 2009 recession has not yet produced a sustainable economic recovery. You know that consumer spending has only recovered in some categories, and you intimately understand the ... More...

No Country For Last-Click Attribution

Written on
July 6th 2011
Author
  |   Mark Hughes

ADOTAS – It’s known for its Biblical depiction of good, evil and great cinematography. But there’s a scene in the Coen brothers’ 2009 Academy Award-winning film “No Country for Old Men” that parallels digital marketing. It’s near the beginning. The villain, Anton Chigurh (Javier Bardem) walks into a deserted South Texas filling station and asks the proprietor to call a coin flip. The proprietor is understandably terrified. Chigurh asks the proprietor ... More...

Attribution: What to Expect When You’re Expecting ROI

Written on
February 22nd 2011
Author
  |   Mark Hughes

ADOTAS – When my wife was first pregnant, she bought the book, “What to Expect When You’re Expecting.” We were new to this journey, and wanted to know exactly what this answered for over 15 million people: what to expect. And as online advertisers, agencies and publishers leap into this year with an attribution model on their list of goals, they often ask the same question: What should I expect? How will ... More...

Full-Funnel Attribution: All in the Details

Written on
January 10th 2011
Author
  |   Mark Hughes

ADOTAS – A little more than 10 years ago, I had a meeting I’ll never forget for the rest of my life. It was me, my boss and my boss’s boss, a C-Level exec at our NYSE-traded company. The pace of growth was insane — I was hiring people left and right, and the three of us met to review plans. I took a spreadsheet into the meeting prepared by one ... More...

Media Attribution Metamorphosis, Part 2

Written on
December 15th 2010
Author
  |   Mark Hughes

ADOTAS - On Tuesday, C3 Metrics CEO Mark Hughes wrote about effective online media attribution systems and how advances in mobile are changing the game. Picking up where he left off… The second solution is surprising: Facebook. Almost every mobile device owned by an online shopper has the Facebook mobile app on it. That same Facebook mobile app could capture all mobile ads viewed and clicked, and then transfer the same ... More...

Media Attribution Metamorphosis, Part 1

Written on
December 14th 2010
Author
  |   Mark Hughes

ADOTAS – Each year, $90 billion dollars are spent on TV and Internet Advertising in America. Most TV dollars are loosely tracked (and dare I say, wasted). Internet advertising, however, is the most trackable form of advertising on earth. No problems there, right? Actually, most online advertisers have no idea the fundamental measurement systems dictating what works online… are completely wrong. Yes, wrong. Here’s why: Imagine you’re overseeing a multimillion dollar ... More...