Now Underway: The Reinvention of Direct Marketing
Performance Marketing
Last month, I had the opportunity to participate as a "Round 3" judge in the 2016 International ECHO Awards competition — and while we’ll find out the results of this [...]
The Sustainability of Data and the Skeptical Consumer
Performance Marketing
As long as I’ve been in this business, privacy has been an industry priority for marketers. Just as it should be. When our entire professional lives depend on continued commercial [...]
It’s OK to Hate Data
Performance Marketing
There's a disconnect between our readers who see marketing in the strategy, creative, etc., and our readers who see marketing in the numbers. If you're the former, let me say [...]
New Directions for B-to-B Data-driven Marketing
Performance Marketing
Okay, we’re in the maelstrom. But what is on the horizon for data-driven marketing? Here are some predictions, culled from interviews with several very bright observers who contributed to my [...]
3 Obstacles in the Way of B-to-B Data-driven Marketing
Performance Marketing
Ask any business marketer about the importance of data, and you’ll get plenty of good answers. “It’s essential,” they’ll say. “Data drives everything we do.” And that’s a good thing, [...]
Second-Party Data Can Help Brands Get Unique Information at Scale
Brand Marketing
When it comes to data-driven marketing, the conversation more often than not tends to focus on first- and third-party data. Why is that? Well, for starters, first-party data is free. [...]