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Search returned: 399 document(s).
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Synthetic Data Is the Gas for Your Marketing Mix Modeling Engine
Leading Edge February 19, 2025For those of you of the mind that Marketing Mix Modeling (MMM) is superior to last-touch (LTA) or multi-touch attribution (MTA) — and I’m confident in presuming that a significant cohort of MMM advocates are regular readers here — there is an emerging data paradigm that will boost the utility of MMM for brand marketers.
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Some of the Most Valuable Customer Data Out There Isn’t Being Captured
Podcast Clips February 11, 2025David Edelman, author and former CMO at Aetna, discussed how some of the most valuable data for businesses is captured when their salespeople have face-to-face interactions with customers, stressing the need for including insights from these interactions in your broader datasets.
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What We Can Learn About Personalization from Netflix
Podcast Clips February 11, 2025David Edelman, author and former CMO at Aetna, discussed how brands like Netflix and Uber provide a valuable lesson for marketers on how to approach their own personalization efforts.
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Ahead of Upfronts, MRC Accredits Nielsen's Cross-Platform TV Measurement
Marketing News January 23, 2025New accreditation from the Media Rating Council (MRC) provides a much-needed boost for Nielsen, which lost the MRC's seal of approval for its National TV Audience Measurement service in September 2021 but got it back in 2023. Nielsen still faces increasingly stiff competition for TV currency from alternative measurement services, such as Comscore, iSpot, and VideoAmp, among others.
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The Surprising Trend Behind Ad Tech’s M&A Boom: Context Is King
Leading Edge January 21, 2025As the advertising industry grapples with the challenges of signal deprecation, privacy regulations, and fragmented consumer behaviors, a new era of innovation is emerging — one where ad tech finally serves the human side of advertising.
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Privacy Trends & Regulations
ASK Answers January 17, 2025How can my brand best respect consumer privacy and adhere to current regulations?
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SEO and AI: Best Practices
Leading Edge January 16, 2025Search Engine Optimization (SEO) has long been regarded as one of the most effective digital marketing channels for delivering a high return on investment (ROI). In fact, Forrester predicts that “AI-integrated search will triple SEO budgets…as consumers increasingly trust organic, gen AI-powered summaries.”
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Google Ads, SEM, and AI: Best Practices
Leading Edge January 9, 2025The U.S. search engine advertising (SEM) market, dominated by Google Ads, continues to grow and is expected to reach over $136 billion US dollars by 2026, according to Statista. Although digital marketing involves a seemingly limitless and evolving landscape such as X competitors Thread and BlueSky, social commerce, marketing technology and data privacy, digital marketers will continue to invest in channels with proven return on investment, like SEM and SEO. In fact, according to Forrester’s 2025 Budget Planning Guide, “B2C marketing executives are more optimistic than ever about their marketing budgets: 92 percent plan to increase their overall marketing investment in the next 12 months.”
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Value of Using Big Data
Tools January 1, 2025A guide to help you understand the value of using big data.
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Marketing Data Management Plan How-To Guide
Tools January 1, 2025Read this guide to help you organize your data management plan. The purpose of this guide is to give a quick introductory overview of marketing data management planning best practices.
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How Marketers Get a Better Handle on First- and Zero-Party Data
Champions of Growth Podcast November 27, 2024Jamie Barnard, CEO of Compliant, joins host Matthew Schwartz to discuss the consumer privacy landscape following Google’s decision last summer that it is no longer deprecating third-party cookies and will keep them operational within its chrome browsers next year and beyond.
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Seizing the Moment: How to Connect and Convert with Trigger-Based Campaigns
Webinar Rewinds November 13, 2024This webinar explored how to effectively use insights from trigger marketing to connect with customers and prospects at pivotal moments like new business formations, marriages, relocations, and more, to deliver personalized, targeted offers that drive response.
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Thinking Like an Enforcer to Minimize Advertising and Marketing Risks
Event Soundbites November 12, 2024Be prepared to explain the genesis of data when submitting ad claims for regulatory review.
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Consumer Insight from Boston Consulting Group (BCG)
CMO Content October 28, 2024Many companies lack reliable customer data and have insufficient insights into customer behavior. Explore BCG’s latest thought leadership on customer insights for underexplored growth opportunities for your business. This presentation was shared by BCG executives during the 2024 Global CMO Growth Summit in Orlando.
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Building a Customer-Centric Organization
Event Recaps October 23, 2024AT&T shared insights on how to inspire organizations to prioritize customer-centric innovation for sustainable, long-term success.
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Building a Customer-Centric Organization
Conference Session Videos October 23, 2024In this video, AT&T shared insights on how to inspire organizations to prioritize customer-centric innovation for sustainable, long-term success.
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Consumers May Be More Willing to Trade Data for Free Content
Leading Edge October 21, 2024The last few years have seen rising industry concerns that greater consumer control over data sharing will result in reduced access for advertising purposes. But is that actually happening?
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The Evolution Toward Permissioned Data
Leading Edge October 16, 2024The advertising industry has been captivated by the notion of "signal deprecation" for a while now. This term, in my view, misses the point. We are not witnessing the death of signals or the loss of something valuable. Instead, we are seeing its evolution — specifically, the evolution toward permissioned data.
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Ultimate Playbook for Data Clean Rooms
Research Reports October 16, 2024Data clean rooms provide companies a secure and controlled environment to bring data together in a collaboration exercise for an analysis of a consolidated data set. Data clean rooms have a long way to go until they reach mass adoption by client-side marketing companies. This playbook is intended to close this gap.
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Sales and Marketing Integration Through Personalization and Harnessing Data
Webinar Rewinds October 16, 2024In this webinar, Nationwide's Tiffany Grinstead discussed technology and marketing approaches to integrate sales and marketing efforts, how to leverage the customer journey and sales process to identify gaps, and how to leverage data to determine moments that matter to align to the right message at the right time.
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