Category Archives: Marketing Guide

Marketers’ Ability To Use Data Gains Sophistication

Marketing Guide

by Jack Loechner, Staff Writer @mp_research, September 8, 2016 According to survey data compiled from the DMA/Winterberry Group Quarterly Business Review, U.S. marketers reported record levels of confidence in the practice of data-driven marketing (DDM) and its prospects for growth following the second quarter of 2016, even as they signaled that the revenues generated by … Continue reading Marketers’ Ability To Use Data Gains Sophistication →

Staying Honest

Marketing Guide

by Josh DiMarcantonio, Columnist, September 9, 2016 Honesty in marketing is more important today than ever before in the creative work we do, especially as we engage younger generations who are circumspect, mindful and resist solicitation more every day. As advertisers, our jobs are to tell interesting, powerful stories, but often these stories lack enough … Continue reading Staying Honest →

The 7 pillars of a healthy marketing organization, according to the CMO of GE Healthcare Digital

Marketing Guide

CMO Justin Steinman shares how he hires and organizes his team — along with his take on the most revealing interview question you can ask prospective new hires — in this Q&A with contributors Nadine Dietz and Erica Seidel. Nadine Dietz & Erica Seidel on September 8, 2016    GE Healthcare’s US Life Sciences headquarters … Continue reading The 7 pillars of a healthy marketing organization, according to the CMO of GE Healthcare Digital →

Telmar, USA Touchpoint Help Marketers Boost Targeting Reach

Marketing Guide

by Laurie Sullivan, Staff Writer @lauriesullivan, September 7, 2016 Marketers can now calculate reach and frequency against a database of how people spend their time on activities and with media for all measured channels from TV and radio to mobile, gaming, social media, and search. A partnership between Telmar and USA TouchPoints adds 86 media … Continue reading Telmar, USA Touchpoint Help Marketers Boost Targeting Reach →

Pokémon Go generates sales from visiting game players, but the data’s predictive value may be overrated

Marketing Guide

A recent survey backs sales lift, but a data expert doubts the usefulness of tracking ‘anomalous’ visits. Barry Levine on September 6, 2016   The Pokémon Go craze is a boon for digital marketers, right? Maybe yes, maybe no. That is, a recent survey indicates that the game is generating some sales at businesses, although … Continue reading Pokémon Go generates sales from visiting game players, but the data’s predictive value may be overrated →

Marketers Not Confident With Their Ad Channel Mix

Marketing Guide

by Jack Loechner, Staff Writer @mp_research, September 2, 2016 The struggle to optimize the marketing mix across channels has recently been called the biggest challenge facing marketers, according to a newly-released study from Millward Brown Digital (MBD,) and summarized by Marketing Charts. The Millward Brown study says that this continues to be a monumental struggle, … Continue reading Marketers Not Confident With Their Ad Channel Mix →

How a Google Analytics change may be skewing your view of SEO’s value

Marketing Guide

Columnist Janet Driscoll Miller explains why you might not be accurately accounting for organic search referrals since the upgrade to Universal Analytics — and details how to fix this issue. Janet Driscoll Miller on September 5, 2016   When doing search engine optimization, either for clients or as an in-house marketer, we must accurately measure … Continue reading How a Google Analytics change may be skewing your view of SEO’s value →

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