Category Archives: Marketing Data

Navigating the future of marketing with data

Today’s evolving marketing landscape needs data-driven strategies. Build robust first-party data and turn insights into strategic campaigns. Sam Shennan on February 8, 2024 Over the last 12 months, we’ve seen the sunsetting of Universal Analytics (UA), the rise of generative AI and major fluctuations in consumer spending owing to persistent inflation and eye-watering interest rates. … Continue reading Navigating the future of marketing with data

Breaking down data silos: A practical guide to integrated marketing data

Get insights into integrating isolated data across various teams to fuel data-driven decision making and maximize marketing performance. Theresa Kushner on December 15, 2023 Data silos — isolated collections of data within different departments or systems — hinder companies from gaining a complete picture of their customers.  This is the first of two articles exploring … Continue reading Breaking down data silos: A practical guide to integrated marketing data

Marketing value and data: Doing more with less

Learn ethical alternatives to common marketing tactics that rely on collecting sensitive customer data. Steve Petersen on November 30, 2023 As marketers, we walk a fine line between collecting customer data to deliver value and infringing on consumer privacy. Recent trends in privacy regulations are restricting how companies can use personal data in advertising and … Continue reading Marketing value and data: Doing more with less

How to use AI and machine learning to boost marketing data management

Connect teams, evaluate processes and implement programs using AI and ML for data challenges. Chris Wood on November 10, 2022   There is a revolution in how marketers are using artificial intelligence (AI) and machine learning (ML) to help execute intelligent strategies and campaigns at scale. One important area where AI and ML can be … Continue reading How to use AI and machine learning to boost marketing data management

Only 38% of marketers very confident in their customer data and analytics systems

89% say customer data isn’t readily accessible to them. Constantine von Hoffman on August 5, 2022 North American marketers. Most of these numbers are global ones, but the ones specifically from North American marketers are not good. Only 28% say they are very confident in their data systems to win and retain customers. Compare that … Continue reading Only 38% of marketers very confident in their customer data and analytics systems

Not All Marketing Data Is Created Equal

Not All Marketing Data Is Created Equal by Aaron Morrissey , January 12, 2022 The following was previously published in an earlier edition of Marketing Insider. Brand strength is often treated with an air of mysticism, with consumers and business professionals declaring a brand strong or weak in a “you-just-know-it-when-you-see-it” fashion. But the reality is … Continue reading Not All Marketing Data Is Created Equal