Urge to splurge on predictive? Before you risk buyers’ remorse, apply pragmatic thinking to dr
Predictive Marketing analytics (PMA)… is enjoying piles of VC money and lauding sophisticated new technologies. The Forrester Wave:...
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Tru Optik announces collaboration with comScore
Tru Optik has been busy boosting the data credentials of its OTT [Over-the-Top] Marketing Cloud. Last week, it announced a global...
LiveRamp launches IdentityLink for Publishers
LiveRamp’s IdentityLink visualization Acxiom’s LiveRamp began as a way to match offline data with online. Last year, it moved into...
To understand customers, first you need to understand their Device Graphs
From a Tapad video Imagine you characterized the buying habits of customers by the cars they took to your physical store. One person took...
An intervention on marketing’s dysfunctional relationship with data
In 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...
A deep dive into online-to-in-store attribution
according to eMarketer. Keep in mind that this figure only includes multichannel attribution for digital initiatives. Marketers are also...
Five indicators of whether you’re doing everything you should with your business’s data
Your boss or colleague has gone on another one of those industry conference trips. You know the scenario: she heads off on a plane and...
Report: 2016 holiday quarter saw highest rate of digital influence on store visitation
The fourth quarter of 2016 saw a significant uplift in physical store visits coming from digital campaigns. That’s according to location...
People-based measurement is the new black
Ad tech and CRM (customer relationship management) used to run in very different circles. Think of ad tech — performance marketing...
B2B CMOs and CIOs: It’s time to rethink data management
In digital media and advertising, data management platforms (DMPs) have become an essential tool that “ingests, classifies, sorts and...
How to track conversions like a pro
How 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...
Getting ahead of the game with predictive analytics
Whether 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...
The effect of Moore’s Law on behavioral marketing
Big e-commerce sites had access to sophisticated analytics packages costing thousands of dollars a month. Not me. I was spending about a...
GDPR: Publishers and martech will rely on each other
By now, everyone’s calendar should have a big red circle around the date of May 25, 2018, when the General Data Protection Regulation...
The modern marketer’s guide to machine learning algorithms
Most marketing (and sales) teams have seemingly simple goals: identify your best customers, target prospects who look like them,...
The Mufasa Metric: Rethinking attribution in the Engagement Economy
Attribution has traditionally been the bane of all marketers, but we’re no longer doomed to continue the old ways of thinking about it....
Bizible 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...
Oracle adds ad verification to its data wheelhouse by acquiring Moat
Oracle has taken another step to enlarge its data capabilities, announcing Tuesday that it has agreed to buy ad verification firm Moat....
Sanity check: One year until GDPR
With 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...
Survey: Consumers willing to share personal data for deals, better customer service
Consumer surveys have repeatedly shown the public’s ambivalence about digital privacy. When there’s a clear value exchange or concrete...
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