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Search returned: 395 document(s).
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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
Conference Highlights 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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Harnessing the Power of Metadata for AI-Generated Content
Leading Edge October 10, 2024In the era of generative AI (gen AI), marketers face an unprecedented challenge: how to harness the power of AI to create compelling and effective content at scale. The exponential growth of gen AI content has created a content supply chain that is vast, complex, and ever evolving. To navigate this new landscape, marketers must develop a deep understanding of the metadata (the data that describes the content) that underpins AI-generated content.
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Transforming Customer Engagement: How Verizon Business Leverages Technology for Marketing Innovation
Pulse September 25, 2024As digital marketing and customer engagement evolve, the companies that lead the pack are those who have embraced technological innovation as wholeheartedly as Verizon Business Group. At the forefront of this transformation is Kris Narayanan, SVP of digital experience platforms, whose extensive experience in digital transformation across various industries has positioned him as a key driver of change within Verizon Business.
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Applying Unified Attribution in Healthcare
Event Recaps September 25, 2024Arvind Balasundaram (director of commercial insights and analytics at Regeneron) and Doug Brooks (EVP and chief client officer at Ipsos MMA) shared how they have successfully implemented an omnichannel, unified attribution capability while navigating each of these challenges.
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Can Single-Source Data Solve Advertisers’ Cross-Media Measurement Headaches?
Knowledge Partners September 20, 2024With numerous media channels vying for brands’ investment, advertisers need to measure not only how each channel performs but also how they interact to deliver outcomes. Understanding the unique reach of each channel ensures they’re not just hitting the same audience multiple times.
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Using Targeted Coupons to Drive Trial of Nestlé’s New Brand
Event Recaps September 18, 2024After launching Maison Perrier, Nestlé partnered with 84.51° to migrate its most loyal Perrier customers to the new brand.
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What Can Cannes Teach Us About the Value of Transactional Data?
Leading Edge September 17, 2024Inflation is still higher than anyone would like, which is driving consumers to be more selective in their purchases. That means that any type of data tied to a transaction can be an indicator of what a consumer is willing to purchase, where they’re willing to travel, the streaming services they bring into their home, causes they support, or whom they might vote for.
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Specialty Retailer Elevates Marketing ROI Using Cluster Analysis
Knowledge Partners September 17, 2024Bridgenext collaborated with a cross-functional executive stakeholder team to help identify patterns and segment customer and business actions that would ultimately inform investment and forecasting decision-making. Examining more than 25 data sources, we gathered data from sales and performance, product assortment, marketing, and market and store-level operations.
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Next-Level Contextual: 3 Ways Publishers Can Increase Revenue Through Relevance
Leading Edge September 12, 2024As signal deprecation undermines the efficacy of certain methods of identity-based targeting, contextual targeting is emerging as a more vital strategy than ever. This strategy, which analyzes content and matches ads to the most relevant environments, not only preserves addressability but also aligns with growing concerns about privacy.
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The Future of Targeting and Segmentation
Leading Edge September 6, 2024My peers and I took a collective sigh of relief when Google decided not to deprecate third-party cookies. To have something that felt so definitive and final — our initial shock wasn’t around the decision itself. After four and a half years of indecision, we were all granted the apparent closure.
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