Data-Driven Marketing

Retailers leverage customer data to drive personalized experiences – Marketing Article

30-second summary: Slightly more retailers with centralized customer data are satisfied with their arrangement, compared to those with decentralized data, according to a new report from customer data platform (CDP) Arm Treasure Data and others. But about three-quarters of the respondents expect to get a centralized CDP or already have one. Additionally, the report said, retailers are actively mining their various sources of customer data in order to tailor a more personalized customer experience. More companies are satisfied with centralized…

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Q&A with Tealium: Data regulations and the consumer experience – Mobile Marketing Article

30-second summary: Brands need to rebuild trust. In the wake of recent data scandals, consumers now expect to know exactly why their data is needed and what it’s going to be used for.  Legal codifications (like GDPR and CCPA) are an essential part of this process.  Shifting the balance of power from brands back to consumers will be a positive in the long run. Compliance may be tough, given the siloed data management practices present in many businesses.  It’s important…

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Data-driven MTA: The only attribution model that counts – Mobile Marketing Article

30-second summary: The main value with MTA is to enable marketers to better distribute their spend and understand the true performance of every touchpoint. The linear model acknowledges that there is more to the customer journey than simply the channel the customer sees at the awareness stage, or that which they use in the step before making their conversion. Time decay attribution is often used with time-sensitive marketing campaigns or when businesses are looking to focus on channels which are…

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10 Habits of Highly Effective Marketers – Validity Blog – Email Marketing Article

What does it take to be successful at email marketing? Many factors influence email program performance, from budget and staff to technology. But the person managing an email program can have the most significant impact on success. Just as author Stephen R. Covey’s book The 7 Habits of Highly Effective People® sets out a guide to help people accomplish their goals, the following principles can help email marketers revolutionize their email programs. 1. Set clearly defined goals. Common goals such…

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Solving 3 Brand Awareness Challenges with Intent Data – B2B Marketing Article

“If you build it, they will come.” Wouldn’t it be nice if life were that easy for B2B companies? Building a great product is only part of the battle. You know that there’s a lot more you have to do if you want to stand out among your competition. Unfortunately, there’s consensus among marketers that building brand awareness is one of the top challenges of the job. One reason brand awareness can be such a mystery is that it doesn’t…

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B2B Marketing Trends in 2019 – Mobile Marketing Article

Spring is arriving, and 2019 is in full gear. It’s time to focus how you will address this year’s B2B marketing trends as part of your own strategy. While some trends may be a holdover from the previous year or are taking on a bigger role, there are also new B2B marketing trends that need your attention in order to attract and maintain your customer base. Here’s what I’ve observed based on my own interaction with our B2B customers in…

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BusinessOnline | 2018 Data-Driven Marketing Plan – B2B Marketing Article

Building your marketing plan doesn’t have to be a daunting task. As with any business plan, it is important to define your target market, performance metrics, goals by marketing channel, and a realistic execution timeline. Questions to ask yourself when building a data-driven marketing plan: 1. What performance metrics does your business care about? Are your marketing metrics tied back to business goals? Identifying key performance indicators (KPIs) will help you analyze performance across the funnel. If you have a…

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