By now, you’ve read the many “Marketers already have all the customer data they will ever need” thought-pieces. You have listened to speaker after speaker at technology conferences discuss how customers are evolving faster than brands, and the brands that catch up will be ones that make it. You are determined. You are focused. You …
Any marketer can tell you that the work of understanding the customer’s path to purchase has become very complicated. As marketing channels and customer devices have proliferated—not to mention the influence of social media, online reviews, and celebrity endorsements—understanding what makes the customer click “buy” is no simple task. Joining this rise in complexity has …
By now, most marketers agree that multi-touch attribution is the correct way to measure the success of their digital campaigns. And fortunately, advances in technology and analytics have put multi-touch attribution within reach for most organizations. Multi-touch attribution provides marketers the ability to view how each type of digital advertising vehicle (display banners, video ads, …
When it comes to their websites, marketers have been very successful in leveraging their first-party data. They use this data to generate insights about site performance, retarget customers who failed to convert, and to synchronize with third-party audiences to better understand the common characteristics of their site visitors. Marketers are now looking to do the …
In today’s marketing landscape, data is more valuable than ever. It’s used to fuel programmatic campaigns, influence multi-million dollar television plans, and is the sole indicator of whether an organization’s marketing efforts have been successful. But when it comes to B2C businesses, marketers are operating with an incomplete data set. Fortunately, Apple’s latest iOS 8 …
Search marketing and social media have become essential ingredients in the digital marketing mix. Together, the two channels accounted for more than 50% of total digital media spend in 2013 and are expected to capture a growing share of global ad dollars in the future. Both channels offer advertisers massive, highly engaged audiences: More than …