Sometimes, what’s appropriate for one audience is anything but for another. Take ads for sports betting, an estimated $40 billion global industry gaining even more momentum in the wake of a 2018 U.S. Supreme Court decision granting states the right to authorize commercial wagering on football, basketball, baseball and more. Nine states now offer sanctioned …
Sometimes, less is more — especially in digital marketing. Ask Marc Pritchard. Procter & Gamble’s CMO made international headlines in 2017 when he slashed $200 million from the CPG goliath’s digital ad budget, returning to the spotlight when the gambit boosted reach by 10 percent. “We were annoying the hell out of people,” Pritchard admitted, …
If you’re not putting your first-party data first in 2019, then your brand is coming in dead last.
You thought you paid for real-time identity resolution. But that’s impossible when data files are onboarded via individual batch. You assumed you were continually enriching your identity graph. But you must constantly start over from scratch. Even now you’re still paying to re-onboard customers you already know. You wish you could own and control an …
“Every business needs to tap into their inner Amazon.” Great advice from Tom Liantonio, CEO and founder of real-time bidding platform ClickCertain.com, during Signal’s recent webinar Data Onboarding: The Cornerstone of Identity Resolution. “It doesn’t matter how your business starts, you’re in the relationship business,” Liantonio explained. “Amazon is just leveraging that relationship.” Presenting alongside …
Is Jennifer Greer a 50-year-old mother of three daughters? Or is she actually an 18-year-old male in need of his first real shave? That’s the question facing marketing execs at Gillette after a promotional package of razors landed at Ms. Greer’s doorstep instead of reaching one of the 2 million teenaged boys the personal care …
Marketers are now waking up to the harsh realities of giving their customer data away to resolve identity or leaving it trapped in a closed ecosystem. Saddled with fragmented customer views, incomplete measurement and no options to fully own customer relationships, many marketers are finding that building and maintaining long-lasting, loyal engagement is merely a …