Tag: Modern Marketing + Measurement

Strong relationships are built on trust. That’s true between your friends, it’s true between your neighbors, and it’s true in your businesses. It’s also true when we talk about the relationship between buyer and seller, who often come together as strangers.

It’s no surprise that last year we saw a spike in pandemic-related products, such as hand sanitizer and face masks, with the majority of top 10 product searches being related to these protective items and panic buying peaking in July of 2020.

The publishing industry is undergoing yet another period of dramatic upheaval as new policy shifts among the tech giants further limit the ability of publishers to target ads using third-party data or identifiers.

The B2B customer journey is a long and complex one. Often a conversion is preceded by emails, catalog views, searches and site visits, before the first phone call or meeting.

Customer relationship management systems (CRMs) are great for collecting and organizing data. But, what are we doing with all this data?

2021 is a new landscape for sales and marketing, and each team has a lot to learn from the other.

Google and Facebook may have prioritized advertising tools for small businesses, but there’s no reason why other publishers can’t prove their worth to this vast set of buyers.

First, it was the cookie.  Then the IDFA.  Both Google and Apple are, in their typically outsized manner, accelerating industry trends. 

The internet has always represented an amalgamation of anonymous activity and authenticated users, with the balance of power between these two diametric views of online behavior swinging dramatically throughout the digital age.

What if you could increase the accuracy of your performance data, reduce wasted cost and reinvest the savings in brand-building initiatives?

As enterprise-scale consumer brands face the disruptions caused by COVID-19, their needs eclipse and transcend the marketing use case for CDP technology.

25% of CMOs will adopt zero-party data strategies in 2021. Why? Because they have to.

Companies across industries might be prone to disruption in the coming year, but the wheels will keep turning.

The era of the standalone data management platform (DMP)—along with tech point solutions in general—is rapidly coming to an end. For a lot of brands that are hugely invested in their current tech stacks, this represents an unpleasant reality.

As Americans firm and flip (and again firm) up their holiday plans, both in terms of activities at home and potential travel over holiday vacations, they’re doing so based on their personal perceptions of the virus and the threat it poses to their families and communities right now.

Here’s one of my cardinal rules for media planning: the opportunity of a lifetime is only there during the lifetime of the opportunity. When it comes to maximizing the reach and efficiency of a media plan, those opportunities fly by at light speed.

Amid rising global privacy restrictions, accessing the data needed to understand consumer behaviour and serve content that breaks through has become increasingly tough; especially with third-party cookies facing stricter limitations.

As the reality of a soon-to-be cookieless world sets in for publishers, all eyes are on the need to diversify revenue streams and forge deeper connections with readers through insights gleaned from first-party data.