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Why Marketers Can No Longer Ignore Data Governance

With the rising importance of privacy, marketers need to be reliable, responsible data stewards that constantly earn consumer trust.

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The Art of Predicting Shopper Demand

An accurate assessment of consumers’ future buying behavior when they shop online and in stores can help marketers navigate pressing challenges.

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Why Brands Still Can’t Seem to Master Customer Experience

The Adweek Intelligence survey of more than 300 marketers conducted for the recent NexTech conference found out what the future holds for data-driven marketers.

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Deterministic vs. Probabilistic: A Case of Mistaken Identity

Identity is not a cookie, a device ID or an email address. Applied effectively, identity provides a 360-degree view of the consumer no matter what device they’re using.

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Put Actual People at the Center of Your Marketing

Are you putting your customer in the center of your strategy or is your brand still there?

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8 Steps To Build a Customer Intelligence-Based Data Plan

It’s impossible to open any industry trade publication these days and not see a headline about data.

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Is Your Marketing Measurement Giving You Mixed Messages?

Most advertisers are using marketing measurement solutions that are not aligned with that view.

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Your Marketing Measurement Plan Is Broken

Marketing has an analytics challenge.

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Get Your Eyes Off the Shiny Objects and Focus on Growth

“We’re not growing enough.” For me, those were the four most important words from the now-landmark keynote presentation by P&G’s Chief Brand Officer Marc Pritchard at the IAB Annual Leadership [...]

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It’s Time for the CMO and CFO to Get Connected

Today's executives know they need to be collaborating more. This is especially true for the leaders of marketing and finance, traditionally the odd couple of the C-suite. The CFO wants cold, [...]