Alt Image Text

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 [...]

Alt Image Text

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 [...]

Alt Image Text

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 [...]

Alt Image Text

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 [...]

Alt Image Text

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 [...]

Alt Image Text

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.

Alt Image Text

More Choices & Functions Make Buying A CDP More Difficult for Publishers

Media

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 [...]

Alt Image Text

Why Publishers Are Shifting Focus to Engagement Metrics Over Pageviews

Media

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 [...]

Alt Image Text

Key Elements of Complete Personalization

Media

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 [...]

Alt Image Text

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 [...]