Category: Data

Retargeting gets credit for sales that would have happened organically, say 83% of marketers

Retargeting gets credit for sales that would have happened organically, say 83% of marketers

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With today’s customer journey being more complicated than ever, it’s rare for the first touchpoint to result in a sale. Retargeting makes sense as a solution to that, designed to convert online window shoppers. The problem is, there’s so much bad retargeting out there. The repetitive ads that follow you all around the Internet have […]

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Uber, Airbnb and how their affiliate marketing strategies differ

Uber, Airbnb and how their affiliate marketing strategies differ

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At first glance, Uber and Airbnb have a lot of similarities. They’re both unicorns and they’re often two of the first names thrown out there when the conversation turns to disruptors. Airbnb and Uber also have significant growth in common, thanks in part to partner and affiliate marketing. However, the strategies there are almost diametrically opposite, as […]

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3 examples of technology disrupting marketing, according to Chiefmartec Scott Brinker

3 examples of technology disrupting marketing, according to Chiefmartec Scott Brinker

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Digital transformation is one of those marketing terms that’s so overused (we’re guilty of it, too) that, what does it even mean anymore? To Scott Brinker, HubSpot’s VP of Platform Ecosystem who is also known as Chiefmartec, the term refers to the way organizations evolve to take better advantage of marketing technology. When he created the now-famous MarTech Landscape […]

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3 new marketing attribution trends to keep an eye on

3 new marketing attribution trends to keep an eye on

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More marketers recognize the need to invest in marketing attribution. It can help them be more efficient with their budget to create more successful campaigns. As more channels show up, there is a challenge of attributing their success to the most appropriate channels. That’s why it’s important to understand the benefits of attribution to ensure […]

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Q+A with TGI Fridays' Sherif Mityas

Q+A with TGI Fridays’ Sherif Mityas

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When you think of artificial intelligence, what are the first names to come to mind? We’re guessing you answered that question in your head with Microsoft, Google or Amazon, and not TGI Fridays. Still, over the last year and a half, AI has become a big enough part of the brand’s overall strategy that Chief […]

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3 ways Target is trying to become "America's easiest place to shop"

3 ways Target is trying to become “America’s easiest place to shop”

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Today’s tech-savvy consumers demand omnichannel shopping experiences, even if they aren’t familiar with the word “omnichannel.” The brands who are not only surviving, but thriving, in today’s complicated retail landscape understand how to bring online elements to in-store shopping and vice versa. And Target is one of them. Target has had a rough few years, following […]

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Four tips to make the most of marketing attribution

Four tips to make the most of marketing attribution

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Marketing becomes more complicated year-by-year and it’s important to be able to analyze its success when setting up a new strategy. The growing number of available channels brings up the challenge of finding a precision when analyzing their effectiveness. Marketing attribution can help marketers explore how each channel contributes to the final goal by taking […]

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What does the future look like for Snapchat?

What does the future look like for Snapchat?

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Q1’s earnings reports are out: Facebook had a great quarter and Snap… did not. This, despite the scandals plaguing the former and the latter’s efforts to improve. Over the last few weeks, Snapchat has rolled out new augmented reality features for users, and better location data and unskippable video ads for marketers. Does this mean […]

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Smart speakers and their role in the customer journey

Smart speakers and their role in the customer journey

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As Amazon becomes a bigger player in the advertising space, it’s imperative that brands have an Amazon strategy. But do they also need an Alexa strategy? Well, yeah. Voice commerce is projected to explode over the next few years. The voice commerce market in the U.S. and the U.K. is worth $2 billion today. OC&C […]

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5 first-party data strategies to power your personalization

5 first-party data strategies to power your personalization

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Every brand understands—or should understand—the importance of data. And no data is more valuable than first-party shopper behavior data, which is derived directly from your customers. Since first-party data comes straight from the source, this eliminates any games of telephone, enabling marketers to better understand—and build stronger relationships with—their customers. According to CPC Strategy’s “How […]

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Make Sure Data Isn't Your Downfall

Make Sure Data Isn’t Your Downfall

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The internet was an amazing boon for poker in the early 2000s. Not only could you play high stakes games without going to a casino, but the technology was transformational. Traditionally, you rarely get to play more than 30 hands per hour in a casino game. Online, you can play twice as many hands per […]

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How Johnson & Johnson finds stories that connect

How Johnson & Johnson finds stories that connect

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Storytelling has been ingrained in human nature for tens of thousands of years. Going all the way back to the first recorded cave paintings, it’s a core part of how we communicate. Along those lines, companies recognize the value of investing in and developing content marketing, which is part of the complex art of brand storytelling. The challenge is […]

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Real-time advisor brands: Mobile customers usher in a new age of AI assistance

Real-time advisor brands: Mobile customers usher in a new age of AI assistance

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Mobile customers are by and large changing the game for marketing and customer experience. With instant access to information, consumers are redrawing journey maps as they find new places and resources to make decisions about their next purchases. They’re not looking for advertisements, messages, brandspeak or sales pitches. They’re looking for trustable insights, useful, personalized […]

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Q+A with Dunkin' Donuts VP Sherrill Kaplan

Q+A with Dunkin’ Donuts VP Sherrill Kaplan

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Brands often talk about connecting with consumers. It’s particularly important for brands that sell coffee, which is such a personal product to so many people. Have you ever, in the morning, heard someone say they hadn’t had coffee? No; it’s “I haven’t had my coffee yet.” Naturally, loyalty is hugely important to Dunkin’ Donuts, which, […]

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Procter & Gamble Chief Brand Officer Marc Pritchard on the future of marketing

Procter & Gamble Chief Brand Officer Marc Pritchard on the future of marketing

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Personalization is crucial for today’s marketers. Simply putting someone’s name in an email subject line increases open rate by 50%, and that’s not even scratching the surface of personalized experiences. But how can you pull that off when you’re the world’s largest advertiser and reach 5 million consumers per day? Procter & Gamble’s strategy is […]

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[Study] Capitalizing on "mobile moments" is the key to connecting with consumers, according to new research from Kiip

[Study] Capitalizing on “mobile moments” is the key to connecting with consumers, according to new research from Kiip

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It’s one of the biggest cliches around: Marketers should aim to reach the right consumer at the right place at the right time. But part of what makes it so prevalent is that, well, it’s true. Marketers absolutely should aim for that. However, the proliferation of mobile devices makes it easier said than done. Though […]

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Cleaning up data for the B2B sales cycle

Cleaning up data for the B2B sales cycle

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Every day last year, we created an average of 44.1 exabytes of data. That’s an unfathomably high number roughly equivalent to about 369 million Macbook Pros. With the volume of data out there, marketers have gotten savvier about how to process and utilize it to reach consumers. The problem is, most of that data is […]

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Introduction to Customer Data Platforms

Introduction to Customer Data Platforms

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Chances are you’ve at least heard about Customer Data Platforms (CDPs). You may even know they combine customer data from different systems to build a complete customer view. But do you know whether CDP claims are realistic? Do you understand the differences between CDPs and other customer data solutions? Most important, can you judge whether […]

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7 email marketing lessons from Dollar Shave Club, Dunkin Donuts and Kenneth Cole

7 email marketing lessons from Dollar Shave Club, Dunkin Donuts and Kenneth Cole

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Email marketing can result in an ROI of $40 for every dollar spent. But we often think about this powerful channel in terms of the marketer. But what about the consumer? Sure, email marketing is all about about engaging people, but marketing teams are sometimes a few steps removed from the end user. We’re all marketers, but […]

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Marketing in the moment: Engaging with modern consumers

Marketing in the moment: Engaging with modern consumers

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Pushing more ads is not the answer; marketers need to get smarter about their approach to deliver personalized experiences at scale. The right AI technology can make the difference, but what should marketers be looking for in solutions aimed to optimize customer experience? Content produced in association with [24]7.ai With an increasing percentage of the global […]

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Personalized video and the future of marketing

Personalized video and the future of marketing

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By the time you’ve finished reading this sentence, 30 hours of videos will have been uploaded to YouTube. It sounds like a lot (well, it is a lot) but people can’t get enough video content. As of February, YouTube users were watching nearly 1 billion hours of videos per day. At the same time, personalization […]

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How US businesses are preparing

How US businesses are preparing

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The General Data Protection Regulation (GDPR) will revolutionize how organizations capture, process, and utilize the data they hold on their customers. Although the new laws will exclusively cover EU citizens, their implications will be felt much further afield. Any business that holds data (including IP addresses and online browsing history) on an EU citizen must […]

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ClickZ's most popular articles from October, November and December

ClickZ’s most popular articles from October, November and December

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Can you believe 2017 is almost over? Neither can we. But as it winds down, we’re reflecting on some of ClickZ‘s top articles from the past year. We’ve spent this week walking down memory lane and sharing our most popular posts, the top-read from each month. October: What’s your Amazon strategy?: The evolution of ecommerce Earlier […]

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ClickZ's most popular articles from January, February and March

ClickZ’s most popular articles from January, February and March

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Can you believe 2017 is almost over? Neither can we. But as it winds down, we’re reflecting on some of ClickZ‘s top articles from the past year. For the rest of the week, we’re going to share our most popular posts, the top-read from each month. January: Top three programmatic trends in 2017 Ten days in, […]

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Flashback to the forecast: Revisiting our 2017 predictions

Flashback to the forecast: Revisiting our 2017 predictions

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It’s late December, so you know what that means: Predictions! But we’re going to do them a little differently this year. Instead of looking forward and predicting the future, we’re going to look back and see how well we predicted the future last year. (OK, we’re also going to do 2018 predictions, but later.) December […]

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6 changes in marketing measurement that will impact 2018

6 changes in marketing measurement that will impact 2018

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“One of the biggest pitfalls for performance measurement is to measure the ‘part’ with ignorance of the ‘whole,’” wrote Pearl Zhu, author of the Digital Master book series. Her quote perfectly reflects the growing realization of marketing measurement’s critical role. We see a requirement to evolve beyond attributing the value of a conversion to single […]

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What makes a great digital marketing and analytics shop

What makes a great digital marketing and analytics shop

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There are many qualified marketing and analytics shops that can help your brand elevate its digital success. But what separates the good from the great agencies? It goes beyond having leadership that understands the importance of being data-driven. That’s just part of it. It goes beyond winning awards. While those are wonderful and certainly may […]

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How Planet Fitness plans to gain a competitive advantage with AI

How Planet Fitness plans to gain a competitive advantage with AI

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With January 1 around the corner, millions of people are getting ready to hit the gym… for 39 days. Analyzing its check-in data, Gold’s Gym found that February 9 is the “fitness cliff,” when many people stop going. Why? For Planet Fitness, it’s not about convenience or cost. The gym is famously omnipresent and affordable, […]

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Real-time relevance and predicting purchases

Real-time relevance and predicting purchases

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It’s common for consumers to receive promotions from retailers after they’ve made a purchase. But wouldn’t people find that promotion more valuable in real time, when they’re actually in the store? Fifty-eight percent of consumers think so, according to Eagle Eye Research. This highlights the evolution of real-time marketing, which is particularly important when reaching […]

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How the GDPR promises to improve personalization

How the GDPR promises to improve personalization

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When the General Data Protection Regulation (GDPR) goes into effect in May, marketers will need explicit consent from EU residents to store or use any of their data. The regulation comes with a hefty fine, so marketers have at least 20 million reasons to comply. This will ultimately result in greater transparency and greater trust, which […]

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How NASA uses AI to search for life outside Earth

How NASA uses AI to search for life outside Earth

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Artificial intelligence (AI) is the technology where marketers expect the most growth over the next two years, according to Salesforce Research’s fourth annual State of Marketing report. AI analyzes data faster, helps brands improve personalization, powers chatbots and enhances PPC campaigns. Many organizations are still learning the ropes with AI and figuring out how it can […]

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Q+A with Subway’s Chad Sanderson

Q+A with Subway’s Chad Sanderson

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When you think of ecommerce, lunch is probably not the first thing that comes to mind. But in today’s world, where our smartphones are rarely out of arm’s reach, people purchase pretty much every product online. Including sandwiches. Subway, the world’s largest restaurant chain with nearly 45,000 locations worldwide, certainly understands this. Chad Sanderson, Experience Optimization […]

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Increased transparency and increased trust

Increased transparency and increased trust

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In just six months, the General Data Protection Regulation (GDPR) officially goes into effect. Marketers will no longer be allowed to collect, store or use the personal data of any European Union (EU) citizen without their explicit consent. Compliance is non-negotiable, given the huge financial ramifications. On the surface, the regulation may sound draconian. But […]

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Why CMOs need to understand the power of blockchain and the impact it will have on consumers and marketers, with Jeremy Epstein

Why CMOs need to understand the power of blockchain and the impact it will have on consumers and marketers, with Jeremy Epstein

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As the former VP of Marketing at social media management company Sprinklr, Jeremy Epstein had a front row seat to the evolution of social media marketing. He left the company a year ago to pioneer the growth and uptake of blockchain marketing, as the CEO of Never Stop Marketing. He’s back to the risky (but exciting) […]

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A matter of trust: What are you doing with my data?

A matter of trust: What are you doing with my data?

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Emerging technologies like artificial intelligence keep making it easier for people to have brand experiences without interacting with an actual human being. Gartner predicts that by 2020, 85% of consumers will manage their relationships without ever talking to anyone. What sets the brands dominating digital transformation apart is their ability to make the most of […]

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From 1980 through next May: The evolution of GDPR

From 1980 through next May: The evolution of GDPR

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Two years after it was announced by the European Parliament, the Council of the European Union and the European Commission, the General Data Protection Regulation (GDPR) becomes legally binding on May 25, 2018. This new regulation legally prohibits marketers from storing or using EU residents’ personal data without their consent. Consent must be explicit. Opt-out […]

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How to Use Empathic Marketing to Win More Business in 2018

How to Use Empathic Marketing to Win More Business in 2018

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I think today’s marketing is just a little too obsessed with data. Cue the gasps and snaps and oh no she didn’ts. At a recent networking event, I was talking to a marketer who’d just gotten married. Given her profession, she wasn’t surprised when her momentous life occasion triggered an onslaught of promos and offers. […]

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How democratizing data leads to better decisions

How democratizing data leads to better decisions

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As data processing becomes more sophisticated and informs more business decisions, companies are increasingly investing in the analytics and reporting technology that allows marketers to better understand their ROI. To truly unlock the value of those tools, marketers must know how to make sense of the data. While the volume of digital data created grows […]

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