Explore data management platforms in depth — what they are, why they are important and their future in a privacy-focused landscape. Johanna Marmon on March 21, 2023 Consumers buying products and services across various online channels leave a trail of every digital marketer’s most important asset — data. But this of data is worthless if … Continue reading Why we care about data management platforms
Category Archives: Data Management
Don’t apply wishful thinking to your data
Good data can be used to generate bad insights if users don’t guard against bias and adopt sound measurement techniques. William Terdoslavich on March 15, 2023 Data is just a pile of numbers until you figure out what they mean. We devise all sorts of metrics and KPIs to find truth in our numbers. But … Continue reading Don’t apply wishful thinking to your data
The future of data management platforms in the era of CDPs
With third-party cookies going away and a fast-growing market for customer data platforms, is there a role for DMPs? Kim Davis on March 6, 2023 Asked to list the hottest categories in martech, you might mention customer data platforms; you might mention identity resolutions platforms; perhaps data clean rooms. Have DMPs been around so long … Continue reading The future of data management platforms in the era of CDPs
Here’s why you need a DAM workflow — and how to map it out
Learn how workflows can help you reap the full productivity benefits of a DAM and tips for sketching out your marketing team’s workflow. Michelle Tackabery on February 23, 2023 A digital asset management (DAM) system is much more than a virtual storage locker for your company’s intellectual property. It enhances productivity and efficiency in the … Continue reading Here’s why you need a DAM workflow — and how to map it out
How data clean rooms might help keep the internet open
The IAB sees encouraging signs that DCRs might sustain addressable advertising outside the walled gardens and without the help of cookies. Kim Davis on February 2, 2023 Are data clean rooms the solution to what IAB CEO David Cohen has called the “slow-motion train wreck” of addressability? Voices at the IAB will tell you that … Continue reading How data clean rooms might help keep the internet open
Failure to get the most out of data clean rooms is costing marketers money
Less than a third are using clean rooms data for attribution. ROI/ROAS measurement, or media/marketing mix modeling. Constantine von Hoffman on January 25, 2023 Despite the widespread use of data clean rooms (DCR), less than a third of marketers are leveraging DCRs’ full capabilities, according to a new report. Nearly half (47%) of marketers are … Continue reading Failure to get the most out of data clean rooms is costing marketers money
How CPGs can realize the value of first-party data with a CDP
Consumer packaged goods brands can drive ongoing marketing ROI by harnessing the value of first-party data through a customer data platform. Jeremy Brugger on January 3, 2023 at 10:00 Consumer packaged goods (CPGs) have historically relied on third-party data for their brand marketing efforts. This strategy is due for a change as the data and marketing … Continue reading How CPGs can realize the value of first-party data with a CDP
5 tips to extract true value from your data
How much data does your organization have that might be valuable enough to barter? Here are some tips for getting true value from your data. Theresa Kushner on December 22, 2022 “Data is an asset.” We hear that phrase in countless vendor presentations, conferences and advertisements. And for some companies, data is, indeed, an asset. … Continue reading 5 tips to extract true value from your data
On next year’s to do list: Clean rooms and better data
To stay ahead of the curve, more marketing teams are updating privacy policies, revamping their tech stacks and leaning on data clean rooms. Ken Zachmann on December 19, 2022 Over the past few years, brands and marketers have been bombarded with an ever-changing landscape around identity and privacy regulations. Throw in Apple’s privacy restrictions and … Continue reading On next year’s to do list: Clean rooms and better data
The state of intent data in 2023 and beyond
With B2B’s increasing reliance on intent data, now is a good time to assess its current state and prepare for what’s ahead. Scott Vaughan on December 19, 2022 In B2B sales and marketing, intent has become an essential ingredient as salt and pepper are in cooking. You wholeheartedly believe it is required in every recipe, … Continue reading The state of intent data in 2023 and beyond
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