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.
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.
There’s no denying the allure of securing quick sales. But conversion-oriented marketing alone falls short in supporting long-term brand success.
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.
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.
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.
As the EV market heats up in the auto industry, can a company that shuns traditional advertising continue to grow?
It’s time for brands to focus on back-to-school—even though August just started.
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.
With the right measurement and creative thinking, marketers can ensure their tactics map to specific objectives that move their business forward.