Suppression Explained: Off-Target Messages Erode ROAS and Goodwill

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, …

Suppression Explained: Snail-Paced Data Onboarding Dooms Marketing

Sometimes, the ads your brand doesn’t send are just as important as the ads it does. Think about how consumers shop. A young woman may spend days, even weeks, hunting for the perfect bicycle. She scours the web at night, prowls local stores during her lunch hour and pores over mobile shopping apps on her …

Direct-to-Consumer Brands Are Redefining Marketing

Note: a version of this article previously appeared in The Drum. Direct-to-consumer brands have disrupted nearly every industry. Names like Warby Parker, Uber, Allbirds, Stitch Fix, and HelloFresh are inescapable, with plenty more coming into the collective American consumer consciousness on a regular basis. These brands are also the subject of intense interest — even …

Enterprise Identity Resolution Platforms: A Marketer’s Guide

You think omnichannel marketing is challenging now? You haven’t seen anything yet. According to Cisco’s annual Visual Networking Index, the average American is on pace to own about 13 connected or networked devices by 2022 as wearables, AI-powered speakers, interactive televisions and smart home products will become fixtures of everyday life. And consumers are going …

Video: AdExchanger Industry Preview 2019 Keynote

The following is a transcript of Signal CEO Mike Sands’ keynote presentation at AdExchanger’s Industry Preview 2019 conference. It has been lightly edited and condensed for clarity. Identity: The Future of Real-Time Engagement in the Age of Going Direct [Forrester analyst Joanna O’Connell] and I were catching up in the back, and I’m like, “Boy, …

Why Gaming Brands Are the Proving Ground for Tomorrow’s CMOs

Note: a version of this article previously appeared in Adweek. At first blush, the National Football League’s recent hire of Activision Blizzard’s Tim Ellis as CMO looks like a beleaguered brand’s attempt at leveraging fresh marketing insight to recapture a young male demographic abandoning traditional sports for esports. But at a deeper level, the move says a lot …

How Data Insights Can Cure Retail’s Holiday Returns Headache

Note: a version of this article originally appeared in Retail Dive. Good news! Shoppers spent so, so much money during the 2018 holiday season — as much as $721 billion (up more than 4 percent year over year), according to the National Retail Federation. Bad news! Shoppers returned so, so much of the stuff they …

Thank You, Batch Onboarders. Next.

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 …

Forget Customer Convenience, Amazon Go Is About Customer Data

Note: a version of this article originally appeared in Retail Dive. It’s far from certain whether Amazon Go represents the future of shopping, but it certainly feels like shopping in the future. The checkout-free convenience store’s new location in downtown Chicago — the first to open outside of Seattle — is every bit as high-tech …