Speaking the language of the C-suite not only enhances marketers' credibility but also increases chances for getting meaningful resources for carrying out important marketing activities.
Your data-driven marketing is only as good as your data. Clean rooms can be a useful resource, but only if the data shared in them follows certain standards.
Losing third-party data as a source of customer information will be a challenge. But it could be an excellent opportunity to recharge your customer relationships.
You need first-party data! they all say. But your website-form opt-ins are weak. Where can you get that data when you need it? From events.
Data privacy standards have complicated the process of obtaining reliable customer data. Are clean rooms here to save the day? Maybe, maybe not... but they can certainly help.
How do you analyze your company's customer success to find out what areas need improvement? This article offers an effective "recipe" for understanding customer health.
The virtual events of the pandemic have had long-lasting effects on event marketing: namely, the metrics marketers use to track their success. It's now much less about registrations and more about metrics that actually matter.
Whether you're looking to track the progress of your agency or you need to be alerted when business performance is going down, the metrics in this article can help you.
Customer profiles, user browsing data, and benchmark studies are designed to help companies know exactly who their customers are and what brand sentiments they have. But what if we don't need that much information?
By analyzing your most successful customer interactions and understanding customers' goals, you can better inform your marketing efforts to replicate your best and favorite customers. So how is that done? Let's break it down into a few key steps.
It's easy to audit your own first-party data. But what about data you purchase from a provider? Can you verify its quality? An independent audit can.
A few months ago, Google announced a delay to its blocking of third-party cookies... again. We keep preparing, and the deadline keeps getting pushed back. Given that additional time, how should we be spending it?
Welcome to a highly misunderstood topic: segmentation. This article explains what marketers tend to get wrong about segmentation, what's a better way to segment, and why doing a differential advantage analysis after segmentation can help you beat the competition.
The first part of this article series identified what factors contribute to the dark funnel—a (spooky) place where prospects learn about your company without your knowledge. This second part offers concrete steps you can take to start obtaining data from the dark funnel.
Making campaign results sound impressive to management is difficult enough in itself; you don't need added hurdles. But if you do run into problems, this article will help you resolve them.
The marketing funnel is supposed to map out the process of bringing a customer on board. But there's a mysterious no-man's land where those people hang out and share information before they even reach your map. Here's how to take that dark portion of the funnel into account.
Synchronous viewing of broadcast TV programs seems like an ancient practice now, and the proliferation of CTV, OTT, and online video has made traditional methods of measuring ad effectiveness obsolete. Here are four things marketers can do to adapt.