Tell me if this sounds familiar: Your company’s search team thinks that a set of specific keywords caused the recent lift in sales. Your website team believes that their recent redesign has increased engagement. Your mobile team is certain that their new app is the source of positive growth. The online video team thinks that …
For over a century, the two main pivot points for modern marketing have been reach (the number of your target audience you expose to your messaging) and frequency (the average number of ad exposures per person). Offline, reach and frequency are measured using sophisticated modeling tools used to statistically project these metrics. For the first …
Just ten years ago, most marketers only had to manage a handful of technologies: an ad server, an email platform, and a search marketing tool. Now there are scores of technologies that are required for digital marketers to coordinate including DSPs, DMPs, web analytics, attribution systems, mobile marketing, testing platforms, and social messaging—just to name …
Data is one of the last things marketers worry about – because it’s intangible. Even if it quadruples in size tomorrow, you probably won’t feel it. Marketers tend to focus on “real world” things: customers, products, ad impressions, dollars, and leads. Yet this invisible stream of information just may be the greatest asset you have. …
Everyone likes to talk about Big Data. Today, let’s talk about Best Data. The best data that most companies have on any consumer group is their own customer data, typically sitting in the company’s offline CRM system. These databases store highly specific details on individual customers such as past purchase behavior, response to promotions, and …
Search engine marketing is one of the most important digital channels for advertisers. It’s been a proven winner for over a decade, comprising a large portion of nearly every online marketing budget. Paid search is successful because it matches ads with consumers via one of the most valuable pieces of intent data available to advertisers: …
Targeted marketing produces higher returns for your budget by focusing on consumers who are most likely to buy your product or service. A key strategy for avoiding wasted media spend is exclusion targeting, also known as audience suppression, which lets you exclude a selected audience from seeing irrelevant messages or offers.
[lead]This is the second of two blog posts about cross-channel data connectivity.[/lead] If you were able to go back in time and tell a Mad Men marketer in the 1960s that consumers could, in an on-demand way, research brands and products 24 hours a day, they would be blown away. As I explained in my last …
This is the first of a two-part blog post about cross-channel data connectivity. Ten years ago, digital marketers only needed a core set of technologies to handle their basic needs, which rarely went beyond email, ad serving, and search engine marketing. A decade — and hundreds of additions to the Lumascape — later, marketing technology …
In an era of 24/7 access to information across channels, devices and touchpoints, brand marketers who can seize the day and create compelling customer experiences across them all will be the biggest winners.