How to Employ Segmentation to Improve Your Content Marketing
Performance Marketing
Evaluating your content marketing specifically for each audience segment will yield insights that a program-wide analysis won't capture. Audience segmentation isn’t just good for reaching the right people with the [...]
How to Find New Customers, Based on Current Customers, With a Targeted Mail List
Performance Marketing
When you need to acquire new customers, purchasing a targeted mail list is the way to reach them. However, some lists are better than others. We talked about five types [...]
The Value of ‘Old’ Marketing Content Is Finding What’s Evergreen
Performance Marketing
There is such a thing as having too much marketing content. Here's your guide to evaluating the content you have to determine what you should keep, what you should update, [...]
Machine Learning? I Don’t Think Those Words Mean What You Think They Mean
Performance Marketing
I find more and more people use the term “machine learning” when they really mean to say “modeling.” I guess that is like calling all types of data activities — [...]
Pandora CMO Aimee Lapic Says Great Marketers Depend on Data and Analysis – Not Just Creativity
What one disparaging senior exec notes as Aimee Lapic’s weakness, in fact, turned out to be her superpower. As the role of CMOs began to demand a mix of creative [...]
How Stitch Fix CMO Deirdre Findlay Blends Art and Science for Career Success
For Stitch Fix CMO Deirdre Findlay, striking a balance between both creative and analytical thinking helped drive her to a successful career in marketing, which included stops along the way [...]
How Marketers Can Throw Away Data, Without Regrets
Performance Marketing
Yes, data is an asset. But not if the data doesn’t generate any value. (There is no sentimental value to data, unless we are talking about building a museum of [...]
4 Steps to Improve Conversion Using an Analytical Approach
Performance Marketing
Improving on-site conversions and increasing sales has been and always will be a top priority for smart businesses. However, WordStream found from first-hand analysis that the average conversion rate for [...]
Don’t Be a Data Hoarder — Why Data Governance Matters in Marketing
Performance Marketing
They say data is an asset. I say it, too. If collected data are wielded properly, they can definitely lead to financial gains, either through a revenue increase or cost [...]
5 Ways Publisher Technology Lags & Hurts Monetization
The publishing space is one of the most rapidly evolving markets across the digital landscape. Unlike the majority of the platforms hosted online, publishers rank on top alongside ecommerce and [...]