Fahad HJul 27, 20171 min readUrge to splurge on predictive? Before you risk buyers’ remorse, apply pragmatic thinking to drPredictive Marketing analytics (PMA)… is enjoying piles of VC money and lauding sophisticated new technologies. The Forrester Wave:...
Fahad HJul 26, 20171 min readTru Optik announces collaboration with comScoreTru Optik has been busy boosting the data credentials of its OTT [Over-the-Top] Marketing Cloud. Last week, it announced a global...
Fahad HJul 19, 20171 min readLiveRamp launches IdentityLink for PublishersLiveRamp’s IdentityLink visualization Acxiom’s LiveRamp began as a way to match offline data with online. Last year, it moved into...
Fahad HJul 18, 20171 min readTo understand customers, first you need to understand their Device GraphsFrom a Tapad video Imagine you characterized the buying habits of customers by the cars they took to your physical store. One person took...
Fahad HJun 28, 20174 min readAn intervention on marketing’s dysfunctional relationship with dataIn short, when it comes to data, many of us feel like we’re in a dysfunctional relationship, and it’s time for a little couples...
Fahad HJun 23, 20172 min readA deep dive into online-to-in-store attributionaccording to eMarketer. Keep in mind that this figure only includes multichannel attribution for digital initiatives. Marketers are also...
Fahad HJun 20, 20171 min readFive indicators of whether you’re doing everything you should with your business’s dataYour boss or colleague has gone on another one of those industry conference trips. You know the scenario: she heads off on a plane and...
Fahad HJun 13, 20171 min readReport: 2016 holiday quarter saw highest rate of digital influence on store visitationThe fourth quarter of 2016 saw a significant uplift in physical store visits coming from digital campaigns. That’s according to location...
Fahad HJun 6, 20173 min readPeople-based measurement is the new blackAd tech and CRM (customer relationship management) used to run in very different circles. Think of ad tech — performance marketing...
Fahad HJun 1, 20173 min readB2B CMOs and CIOs: It’s time to rethink data managementIn digital media and advertising, data management platforms (DMPs) have become an essential tool that “ingests, classifies, sorts and...
Fahad HMay 31, 20172 min readHow to track conversions like a proHow do you know if what you are doing is actually working? Sure, traffic may be going up, but what about after that? Are your new...
Fahad HMay 23, 20173 min readGetting ahead of the game with predictive analyticsWhether you build a team in-house or opt to work with a partner, good analytical talent is hard to come by, so putting together that...
Fahad HMay 19, 20173 min readThe effect of Moore’s Law on behavioral marketingBig e-commerce sites had access to sophisticated analytics packages costing thousands of dollars a month. Not me. I was spending about a...
Fahad HMay 16, 20172 min readGDPR: Publishers and martech will rely on each otherBy now, everyone’s calendar should have a big red circle around the date of May 25, 2018, when the General Data Protection Regulation...
Fahad HApr 27, 20172 min readThe modern marketer’s guide to machine learning algorithmsMost marketing (and sales) teams have seemingly simple goals: identify your best customers, target prospects who look like them,...
Fahad HApr 24, 20172 min readThe Mufasa Metric: Rethinking attribution in the Engagement EconomyAttribution has traditionally been the bane of all marketers, but we’re no longer doomed to continue the old ways of thinking about it....
Fahad HApr 21, 20171 min readBizible launches ‘first B2B revenue planning tool based on attribution’B2B attribution service Bizible has decided that it doesn’t want to look just into the past anymore. The Seattle-based company announced...
Fahad HApr 20, 20171 min readOracle adds ad verification to its data wheelhouse by acquiring MoatOracle has taken another step to enlarge its data capabilities, announcing Tuesday that it has agreed to buy ad verification firm Moat....
Fahad HApr 18, 20171 min readSanity check: One year until GDPRWith just over a year left until the EU’s General Data Protection Regulation (GDPR) goes live, it’s time for the industry focus to move...
Fahad HApr 18, 20172 min readSurvey: Consumers willing to share personal data for deals, better customer serviceConsumer surveys have repeatedly shown the public’s ambivalence about digital privacy. When there’s a clear value exchange or concrete...
