1. Adoptable Solutions for the Digital Age
“Burnham Marketing was established to help companies
expand their digital marketing knowledge, capabilities,
resources, and bandwidth in order to manage the
complexities of the fragmented media marketplace.”
Adoptable Solutions for the Digital Age 1

2. Jason Burnham
 Over 15 years of digital marketing experience
 Co-founder of Ad Age Top 25 Digital Agency, Mass Transit Interactive
 Sold Mass Transit Interactive in 2005 to Horizon Media; the largest
independent media buying company in the US (now known as Horizon Interactive)
 Planned and managed over 2,000 digital media campaigns for both B2B
and B2C advertisers, across a dozen industry verticals
 A primary contributor for the development of the IAB/AAAA’s Industry
Standard Terms and Conditions and US Measurement Guidelines
 Awarded B2B Magazine’s Best and Brightest Media Strategist Award
 Awarded Media Magazine’s Media Planning and Buying Award
 Former Board of Directors for 212 New York’s Interactive Ad Club
 Advisory Board of Directors for Association for Downloadable Media
 Frequent speaker at major industry conferences; AdTech, iMedia, DPAC,
OMMA, DigiDay, Association of National Advertisers, 212 NY Ad Club
 Contributing writer for leading digital trade publications
 Industry educator for leading training organizations; Upstream Habitat,
212, private corporate training
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3. Michelle Burnham
 Over 12 years of digital marketing experience
 Held a variety of agency positions; Account Manager, Media Planner,
Assistant Media Director, Director of Publisher Relations, Director of
Campaign Management, Director of Operations and Training
 24/7 Real Media, Mass Transit Interactive, Horizon Interactive
 Specializes in digital media work flow and ad operations
 Advisory board for Doubleclick DART for over 8 years
 A primary driver of the development of Billing Best Practices, Creative
Delivery Guidelines, Ad Discrepancy Resolution for the Interactive
Advertising Bureau (IAB)
 Widely recognized as a leader in ad operations among digital peers
 Industry educator for AdMonsters’ Ad Operations Training Group, AAAAs,
private corporate training
 Active participant in the Media Ratings Council (MRC)
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4. Agency Clients
Over the past five years, we have helped a variety of agencies with
bandwidth and resource limitations, refine their process and workflow,
provided training and development, and develop their digital capabilities.
ID SOCIETY
This list only represents the agencies we’ve provided specific organizational development services under Burnham Marketing.
Throughout our careers we have worked with dozens of full service agencies to provide digital media services.
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5. How We Can Help
Strategic Development & Communication Planning
Developing an effective digital communication channel strategy is necessary for building and maintaining long term customer relationships. Leverage
our extensive experience with dozens of industry verticals to create a digital marketing plan that will be the foundation for your future digital programs.
This is a necessary step for building a highly efficient and scalable digital marketing program against high value consumer segments, utilizing each digital
channel's unique benefits.
Media Planning & Buying
Whether you are in need of planning and buying services on an ongoing basis or project-by-project, Burnham Marketing can provide the necessary
resources you are looking for. With extensive experience managing over a thousand interactive campaigns, across dozens of industry verticals, Burnham
can easily satisfy your immediate needs. You will find our planning fees to be very competitive and more cost effective than hiring additional staff or out-
sourcing to a partner agency.
Ad Operations & Campaign Management
The greatest liability and exposure for a company resides within ad operations. Our extensive experience and expertise leveraging third party ad servers
and managing hundreds of digital campaigns provides you with a resource to assure campaigns are being managed at the highest level to avoid costly
errors and inefficiencies created by junior support staff.
Project & Account Management
Our approach to integrated project management allows us to effectively manage the wide array of disciplines needed to manage a multi-channel digital
marketing program, at the same time, providing your company with the necessary resources to manage scale and alleviate bandwidth restraints.
Persona Development & Consumer Insights
Through our partnership with MindTime, Inc. we can provide the foundation for your persona development and audience segmentation initiatives. By
evaluating your high value prospects and customer’s key motivations, learning, and communication style, we can help you build marketing strategies
that resonate with how your target audience thinks, what they believe, and how they make decisions, while providing context to all of your other
behavioral and attitudinal data.
Organizational Development & Process Auditing
Whether you are a traditional advertising agency, a marketer who manages their media in-house, or a digital agency that is trying to create more
efficiency, Burnham Marketing can help improve the organizational development services required to improve work flow and establish processes to
maximize your digital operations. Our experience working with hundreds of different media and creative agencies, advertisers, and web development
companies, has given us the experience that allows us to create operational efficiencies necessary for maintaining a profitable digital capability.
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6. Steps to Establishing Your Digital Practice
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7. Addressing Immediate Client Demands
• Brand development
Business • Fiscal goal setting and marketplace conditions
• Consumer research and insights
Strategy • Segmented messaging and communication
• Budget allocation to support fiscal goals
Marketing • Audience segmentation prioritization
• Promotions calendar and campaign scheduling
Integrated Project Management
Parameters • Establish marketing and campaign objectives
• Assessment of current and past initiatives
Strategic • Creative and web development strategy
• Identify key performance indicators
Planning • Media selection and media weighting
• Determine tactical executions
• Develop testing variables
Measurement • Implement necessary tracking tools/technologies
• Build reporting templates and data sets (i.e. dashboards)
Program • Create tracking process for media mix modeling
• Media research
Media • Identify media vehicles and content environments
• Pricing models and creative executions
Buying • ROAS projections and market penetration
• Media contracting, trafficking, billing, and reconciliation
• Cross tabulation of behavioral and attitudinal data sets
Actionable • Multiple attribution engagement scoring
• Quantify cross media effectiveness
Analysis • Media Interpretation, optimization, and insight
Adoptable Solutions for the Digital Age 7

8. Addressing Common Agency Challenges
Managing digital media can be extremely labor intensive and can consume
much of an agency’s resources. Creating operational efficiencies is
necessary to sustain profitable margins. Many of the challenges that you
may encounter typically reside within four key buckets:
PROCESS SCALABILITY MANAGEMENT EDUCATION
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9. Understanding Each Person in Your Team
As a species we’ve evolved our ability to
imagine future possibilities and outcomes,
to recall past experiences and learn from
them to provide certainty, or to come up
with strategies for managing things in the
present and understand the probability of
the outcomes of our actions.
Although human cognition includes all
three perspectives, individuals differ in the
PROBABILITY degree to which they utilize each. It is the
blend of these three forces that determine
our need, perception, motivation, and
behavior.
This will impact team structure and
collaboration, job function, project
management, strategic and creative
thinking, management styles, and every
decision made by each person.
Identifying a person’s thinking style
provides the basis for all communication,
learning, and relationship building.
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10. Challenges Are Caused by People!
Aside from evaluating each person’s level of experience and expertise, we also assess each
individual’s thinking style before hiring and assigning specific roles and responsibilities.
The Force of Certainty : The Force of Probability : The Force of Possibility :
Born of the concept of Past Born of the concept of Present Born of the concept of Future
What do I know about it? How can I do it? What can I do?
Rational Organized Entrepreneurial
Gathers evidence Executes Innovative
Data driven Manages Problem solving
Driven to understand Process Oriented Drives change
Thinks deeply Thinks actionably Thinks quickly
Avoids risk Manages outcomes Opportunistic
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11. Building Your Digital Organizational Structure
Different thinking styles are more conducive to specific job functions.
The Force of Certainty : The Force of Probability : The Force of Possibility :
Born of the concept of Past Born of the concept of Present Born of the concept of Future
What do I know about it? How can I do it? What can I do?
Measurement Strategist Product Development Founder/CEO
Media/Market Analyst Account Director Product Ideation
Market Researcher Account Supervisor/Manager Creative Director
Copy Writer Media Supervisor/Planner/Strategist Media Director
Programmer Ad Operations Director Media Buyer
Campaign Manager Graphic Designer
Trafficker
Producer
Web Developer
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12. Thinking Styles Impact Human Utility
Understanding the group’s various thinking styles will allow us to determine whether or not each
person is being utilized to his/her optimal potential, operating within an environment that leverages
everyone’s unique strengths and weaknesses, and assuring that the team is properly structured.
Powered by
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13. How Will SmartSlicing Help Overcome Our Challenges?
When a person is in the wrong job for their thinking style it takes more energy and time to deliver a lesser result. By identifying
people’s thinking styles and the thinking style which would be most suited to a specific job, we can increase capacity and improve
Role Fit on product quality. This would help to maximize productivity and ultimately reduce the amount of time that's required to complete
certain tasks and deliverables, leading to an improvement in overall agency bandwidth.
Job A person who is unhappy in their work, or lacks satisfaction is not going to invest themselves as fully in what they do. Measuring
people’s job satisfaction can be a simple way to identify this potential for low productivity. We would look for any connection
Satisfaction between job satisfaction and thinking style (there is often a connection between the two).
Includes communication style, environmental needs, behavioral tendencies and management needs (and there are other more
Work subtle needs such as self-esteem building). we can provide considerable insight into each person’s working style providing them
with a clear picture of how (and why) they operate the way they do. After mapping an individual’s thinking style it’s a matter of one-
Styles on-one coaching and awareness building for the individual and their manager.
Poor communication between people creates mistakes and impacts how quickly things get done. By focusing on individuals’
Communication thinking styles we can teach everyone within the organization to realize why they are having difficulties understanding the
communication of others. We will develop a set of communication personas that can be used as a guide in developing custom
Issues training programs and improving work flow.
Individual Challenges affect individual and collective bandwidth, and need to be addressed individually. A person’s thinking style
Individual presents them with both their ‘thinking assets’ with which they contribute, but it also presents them with challenges that they need to
Challenges overcome when working with others. These can come in the form of resistances or miss application or misunderstanding of how to
use their thinking style.
We will assess the group’s transactional relationships. There can be so much wasted time and energy in simple day to day
Team interactions and communication. By understanding people’s thinking , it is a very effective way to ‘see’ and predict the effectiveness
of transactional relationships. By connecting this analysis to individual roles and responsibilities we can identify where
Dynamics improvements in process and team structure can be implemented.
Birds of a feather flock together. Put the right thinking styles in the room and you get a very productive meeting. Put the wrong
Client ones in, and everybody may be very polite, but, nothing happens; there is no magic. And sometimes there are sparks. Building
client facing teams is essential. A well rounded team is going to be more proficient at meeting the clients needs. The team should
Management all be well versed in their colleagues thinking styles in order to maximize productivity.
Ensuring that there is an awareness among managers and leaders of thinking styles at work, their impact on every aspect of agency
Growing success, and what the implications are for cutting a member of staff, or adding one, is essential to success. We can provide the
necessary intelligence to make decisions around cut backs and hiring. Mapping which thinking styles succeed in any given role and
Pains which thinking styles manage that talent best is like having a road map to success.
Adoptable Solutions for the Digital Age PROCESS SCALABILITY MANAGEMENT EDUCATION 13

14. Creating Leadership Teams and Department Pods
PRESENT
PAST FUTURE
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15. Tackling the Logistics
Once we have mapped the thinking styles of the company, we can begin to
address the other variables that cause inefficiency and impact growth in
order to provide a complete evaluation of the agency organization.
PROCESS SCALABILITY MANAGEMENT EDUCATION
• Assess agency operations • Organizational restructuring • Managing team thinking styles • MindTime Awareness Workshop
• Refine process and work flow • Staffing requirements • Develop communication personas • Dynamics of digital marketing
• Scope client projects / profitability • Job descriptions • Corporate positioning • Digital media management
• Leverage team thinking styles • Establish strategic partnerships • New business approach • Ad operations / campaign mgnt.
• Roles and responsibilities • Client presentations • Credentials and capabilities • Measurement and analytics
• Individual (staff) assessments • Project management • Expectation management • Billing and reconciliation
• Develop administrative documents • Freelance planning and buying • Staffing client projects • Custom training programs
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16. What Can Be Achieved?
 Maximize your investment in human capital
 Team structure optimized based on individual strengths
 Boost employee morale and minimize turnover
 Institute an efficient process and work flow for digital media management
 Establish clear delineation of roles and responsibilities across the agency
 Client scope of work to be balanced with compensation models
 Assure you conform to standard industry regulations and guidelines
 Create a new structure that permits scale and cut backs as needed
 Provide competitive service offerings that keep you ahead of the curve
 Stay ahead of the competition with your knowledge of digital marketing
 Increase revenue and sustain profitable margins
 Provide greater value and support to your high value clients
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17. Case Study 1: Satisfying Specific Project Work
CHALLENGE “Jason and Michelle are certainly a
Digital Pulp, The Vault, and ID Society are all web development and creative agencies. couple of the most knowledgeable
online media professionals in the
While none were interested in developing a digital media practice, they all identified the industry. We've enjoyed nearly a
potential for generating incremental revenue and to satisfy the media needs for their decade of working together and look
clients by offering digital media planning and campaign management services. forward to many more.“
- Ron Fierman,
SOLUTION President, Digital Pulp
We worked on a commission split or a set project fee, so that each agency could manage
the costs of our services based on how they were being compensated by their clients.
Each company introduced us as their digital media division. We worked directly with
their clients and worked closely with their account teams to provide digital media project
management training to assure there was seamless integration between creative and "These guys are firing on all digital
media, as well as quantifiable measurement across all of their digital marketing cylinders. Ahead of the curve?
initiatives. They would handle the account management and we would provide the These guys invent the curve."
media planning & buying, campaign management , and measurement & analytics.
- Jon Paley,
CEO, The Vault
RESULTS


Provided an incremental revenue stream
Demonstrated greater overall value to their clients
ID SOCIETY
"I would highly recommend Burnham.
 Established deeper relationships with their clients They have been extraordinary to work
with, both in terms of caliber of work
 Secured more business for core service offerings
and in a partner relationship. They have
 Provided more efficient integration between media and creative an excellent knowledge base and
provides stellar work promptly that
delivers results."
- Adam Berkowitz,
CEO, ID Society
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18. Case Study 2: Establishing Strategic Alliances
CHALLENGE
Media Options Inc. is a traditional media agency that did not initially want to build out a
digital media practice. They really did not have enough revenue from digital to support
hiring a staff and was just looking for a freelancer who could satisfy smaller digital media
projects so that they would not run the risk of losing any clients to other full service
agencies who offered digital media capabilities.
“Burnham Marketing is a most
SOLUTION valued alliance partner company of
Media Options Inc. Their current
We worked purely on a commission split, so that MOI could manage the costs of our
and collective wisdom, practical
services based on how they were being compensated by their clients. Over the course application and management of our
of the past three years, we helped educate MOI and their clients how to fully leverage clients' digital strategies and
digital media and how to build cross media strategies and perform media mix analysis. campaigns has produced
We provided full digital media planning and management services to their clients, as well significant measurable results.
as built out the measurement and reporting strategies for all media.
User (client) friendly, availability,
agency friendly, this team has
RESULTS served our increased digital needs
on all aspects of the web and when
 Over a three year period, we helped to increased their digital billings from $300k presenting to our clients with us,
they are seamless and absolutely
per year to over $4 million by the end of 2010.
at the top of the 'professionalism'
 They have now decided to build out their own in-house digital media capability and chart."
we are providing the necessary consulting and training to allow them to do so.
- Philip Press,
 They have hired their first dedicated digital employee to plan and buy digital media, Chairman, Media Options Inc.
while we satisfy the campaign management needs until they can properly scale.
 Additionally, we have introduced them to our search marketing and social media
partners so that they can now provide those additional services as well.
Adoptable Solutions for the Digital Age 18

19. Case Study 3: Refining Process & Work Flow
CHALLENGE
TargetCast is a full service media agency with a 10-person digital division. They struggled
to yield profitable margins on digital media and did not have the experience to properly
manage the digital team and to assess the efficiency of work flow and whether or not
"Burnham Marketing provided an
each digital employee was best suited for their job responsibility and what their level of extensive audit of our digital
expertise was to satisfy their current positions. They also experienced turnover from the division and determined how we
Digital Director position every year, making it very challenging to properly manage the could improve our process and
division as a whole. As a result, employee morale was low and their was a lack of work flow for managing digital
leadership an mentorship. media. Their consultation provided
us with the necessary direction to
refine our digital operations to
SOLUTION become more efficient and
profitable."
TargetCast hired Burnham Marketing to provide an audit of their digital division. The
contracted with us on a monthly retainer against a set number of hours each month. We - Steve Farella,
Chairman & CEO, TargetCast
interviewed and assessed each employee, provided recommendation on how the
division should be restructured, adjusted client compensation models based on scope of
work, implemented process guidelines and streamlined work flow, and provided the
necessary training to get the team where their knowledge needed to be for the positions
they were fulfilling.
RESULTS
 Led to the dismissal of a couple of employees that were inefficient
 Have retained their current Digital Director for over two years (and counting)
 Created a profitable digital media division that is designed for scale
 An overall boost in employee morale has limited turnover
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20. Case Study 4: Building a Digital Division
CHALLENGE
Seiter & Miller is a full service media and creative agency, with the exception of having
digital media planning and buying capabilities. The digital media agency they were
working with resigned them as a client because their projects were too small and they
were not yielding profitable margins based on the amount of time each project required.
This was frustrating for Seiter & Miller since the other pieces of client work yielded such
high returns and they did not want to risk losing any clients to other agencies who could
provide the necessary digital media services. "Burnham Marketing is a great solution to
add experience, intelligence and
creativity to any digital program. We used
SOLUTION Burnham Marketing to act as our
interactive agency, while they trained and
Seiter & Miller hired Burnham Marketing to provide the necessary digital media services developed our own in-house capability.
to satisfy immediate client demands. We worked on a hybrid compensation, based on
commission for digital media services, with a high enough margin that allowed for a set Today we still use Burnham in a
consulting capacity as our programs
number of hours each month to be allocated towards training and consultative services
become more complex and challenging.
to build out Seiter & Miller’s own digital media practice. We would recommend them strongly."
- Bob Rose, Partner and Director of
RESULTS Media & Marketing,
Seiter & Miller Advertising
 Helped increase digital media billings to provide the necessary revenue to hire and
support a digital media division
 Now maintain their own profitable digital media capability with minimal support
from Burnham Marketing
 Only access Burnham on an “as needed” basis (less than 2 hours per month)
 Now being recognized as a digital leader in trade and media outlets
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21. The Burnham Advantage
 Digital marketing veterans managing your day-to-day projects
 Leverage the experience of over one thousand digital initiatives
 Access to senior level relationships that date back as far as web marketing
 Extended term or project-to-project; based on your needs
 Your account is priority; others will service you based on your revenue
 More cost effective than hiring additional staff
 Can provide custom solutions to meet your unique hurdles
 Burnham’s alliance network provides immediate scale based on your demand
 Build your digital practice at your pace, your budget, and your resources
 We are more fun and loveable than anyone else you will work with! 
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