Intention, Authenticity & Value: 3 Key Commerce Strategies for Publishers
Publishers are aware of the need to diversify revenues, and increasingly, commerce is the key strategy–with 31% stating it will be an important focus in 2019. There’s a good reason [...]
Automation — With a Little Help From Good Machines
Performance Marketing
Some claim that human behaviors are just algorithmic responses developed over past 70,000 years or so. Now, armed with data that we are casually scattering around, machine-based algorithms outperform human [...]
5 Trends in Customer Experience Software for 2019
Performance Marketing
I asked people who use customer experience software to share their thoughts on how the software, and its use, will evolve in 2019. Here are five trends to look for [...]
Nostalgic for the Future: Data That is ‘Close to You’
Performance Marketing
Last week, I had a dream — and in it, Karen Carpenter and I were friends. The following night, I had a similar dream — and this time it was [...]
Marketing Metrics Aren’t Baseball Scores
Performance Marketing
Lester Wunderman is called “the Father of Direct Marketing” — not because he was the first one to put marketing offers in the mail, but because he is the one [...]
The Decline of Sears Is a Story About Narrow-Minded Analytics
Performance Marketing
I am a data-driven marketer, but I also talk about the dangers of using analytics for narrow-minded goals at the expense of long-term advantages. The story of Sears and its [...]
3 Session Highlights for the 2018 FUSE Digital Marketing Summit: AI, Analytics, & How to Size Up Your MarTech Stack
Performance Marketing
The FUSE Digital Marketing Summit is quickly approaching. Subscribers to the FUSE Digital Marketing Newsletter should already have a sense of what we’ll be covering at the summit, but I [...]
Personas, Be Gone: 1:1 Marketing Revisited
Performance Marketing
Soccer moms, coffee house professionals, gears-and-gadget guys — in the world of data marketing, the audience personas available to select from enterprising data vendors go on and on and on. [...]
Replacing Unskilled Data Marketers With AI
Performance Marketing
People react to words like “machine learning” or “artificial intelligence” very differently, depending on their interests and levels of understanding of technology. Some get scared, and among them are smart [...]
Marketing Success Sans ‘Every Breath They Take, Every Move They Make’
Performance Marketing
Last month, I talked about how to measure success when there are many conflicting goals and available metrics flying around (refer to "Marketing Success Metrics: Response or Dollars?"). This time, [...]