4 Benefits of Applying Marketing Analytics
Performance Marketing
Marketing analytics is no small subject in today’s world of business. In fact, according to Transparency Market Research, the marketing analytics industry is set to grow by roughly 14% by [...]
By Association: Brands, Data and Marketing Finally Have Come Together
Performance Marketing
Call it marketing data’s destiny. On July 1, if membership approves, the Data and Marketing Association (DMA) will be owned and operated by the Association of National Advertisers (ANA). Perhaps [...]
Great Marketing Analytics Can’t Drive Managerial Courage
Performance Marketing
Great marketing analytics can’t drive managerial courage, but the reverse is true. Recently, I decided to have coffee with an old acquaintance of mine. He has been in almost every [...]
The Cost of Marketing to the Wrong Consumer, and How to Get It Right
Performance Marketing
We all know that Internet marketing is easy and cheap. But regardless, marketing to the wrong retail customer can come at a high price. Here are some suggestions for how [...]
Don’t Let Old Habits Dictate Your Marketing Thoughts
Performance Marketing
When marketers play with data, we often get confined within the limitations of the datasets that are available to us, or worse, tool sets through which we get to access [...]
Confidence in Data Depends on Confidence in Analysis
Performance Marketing
It's striking how marketing organizations — specifically, data-driven marketing organizations — seek to overcome challenges in people, platforms, partners and processes through analytics.
More Choices & Functions Make Buying A CDP More Difficult for Publishers
Not so long ago, all publishers needed to know about their subscribers was their name, address, and expiration date. Today, a customer record can include search requests, content selections, email [...]
Why Publishers Are Shifting Focus to Engagement Metrics Over Pageviews
Metrics is one of those words… one of those soulless new media words… Modern. Mechanical. Menacing. Say it out loud three times and you risk being forever haunted by a [...]
Key Elements of Complete Personalization
Check out even more about personalization and artificial intelligence with FUSE Enterprise. I have been writing about using “model-based” personas stemming from a 360-degree customer view for proper personalization for [...]
Resistance Is Futile
Performance Marketing
Any serious Trekkie would immediately recognize this title. But I am not talking about the Borgs, who are coming to assimilate us into their hive-minded collective. I am talking about [...]