The not so hidden problem with big data sets
Big data sets don’t have rich details about actual people—from age, to income, to race and ethnicity—the way you do with a robust panel. These data sets, because they’re created by machine-to-machine transfers, also increase the possibility of waste and fraud.
Navigating the path toward successful in-house analytics
Given the environment, it’s not surprising that many brands are exploring the prospect of bringing their marketing analytics in-house. In the face of all that’s happening in the world, it’s not an irrational notion. But it needs to be executed in the right way.
Marketers need to balance brand and response marketing for growth
There’s no denying the allure of securing quick sales. But conversion-oriented marketing alone falls short in supporting long-term brand success.
The death of third-party cookies is an opportunity—not a pitfall—for marketers
Now is the time for marketers to prepare for a world without third-party cookies if they want to be able to outperform their competitors.
Using audiences to close the gaps across the media ecosystem
First-party data is powerful. That’s unquestionable. But it’s limited. Why? Because it only captures the engagement that happens when a consumer is “with” the brand.
3 ways to thrive in the age of adaptation
To create engaging experiences for customers while garnering positive business results, marketers must continue to adapt and stay on their toes. Here are three ways how.
Can Tesla continue to grow without mass marketing?
As the EV market heats up in the auto industry, can a company that shuns traditional advertising continue to grow?
Back-To-School Should Inspire Retailers to Revisit their Marketing Plans
It’s time for brands to focus on back-to-school—even though August just started.
Streaming Video is Great! But it Shouldn’t Be the Only Place to Watch Women’s Sports
A well-executed barbell strategy maximizes reach through consumer choice; viewers who prefer to stream will stream and those who prefer to watch on TV, whether live or time shifted, will do so.
How B2B Marketers Can Thrive in the Age of Adaptation
With the right measurement and creative thinking, marketers can ensure their tactics map to specific objectives that move their business forward.