Advertising & Marketing
Andreas Reiffen, founder and CEO of Crealytics, discusses how fashion retailers are using marketing data to efficiently identify trends and adjust their production efforts accordingly.
Ian Dahlman, vice president of search and analytics at gyro, explains why B2Bs must continuously test their assumptions about who their audiences are and what they want.
Wes MacLaggan, senior vice president of marketing at Marin Software, discusses why marketers need to keep mining search and other types of data to stay competitive.
In an IBM and CMO Council survey of senior marketing, supply chain and ecommerce execs worldwide, 48% of respondents said their investments in data are paying partial returns, but they doubt their vendors will deliver on all of their pledges.
Don Vega, principal media trader at Goodway Group, spoke about how artificial intelligence and other emerging products are leading ad buying firms to reorganize themselves.
David Edelman, CMO at Aetna, discusses how he brings iterative, agile marketing to the 165-year-old institution.
Amanda Reierson, head of digital at Farmers Insurance, explains how the brand adopted agile software and techniques to streamline cross-team collaboration.
Marketer demand for a more complete, holistic attribution approach is rising, but given the complexity and companywide participation needed to make it work, it’s early days for those actively pursuing it.
Dustin Engel, head of analytics and data activation at PMG, discusses whether agencies can fill key technology gaps for brands.
A study of marketers worldwide found that some are starting to adopt digital transformation programs to keep up with ever-changing technologies and evolving consumer expectations. And a small percentage already have a process in place.
Mike Sands, co-founder and CEO of Signal, discusses how companies use marketing data to modify their merchandising efforts, and why they need to pay extra close attention to Amazon.
Jim Hertzfeld, chief strategist at digital agency Perficient Digital, discusses how some brand marketers are connecting marketing data to merchandising data to maximize the value of what's available to them.
Data breaches are proliferating at a time when marketers are becoming increasingly reliant on user data.
A recent survey of US digital media buyers by Centro and Forrester Consulting shows the separation between automated and direct sales departments is dissolving.
Mark Sneider, owner and president of RSW/US, discusses how the client-agency dynamic is changing in 2018.
Glen Hartman, senior managing director and lead for Accenture Interactive North America and global digital marketing/transformation, explains how a telecom giant's simple goal to increase the conversion rate of its paid media turned into a large-scale digital transformation.
Jeanniey Mullen, global CMO at Mercer, isn’t shy about making necessary changes to transform her team and the business.
According to a recent survey of digital transformation professionals worldwide by Altimeter, nearly half said digital transformation initiatives at their company focused on integrating social, mobile, web and ecommerce efforts into a seamless customer experience.
Marketers are at different stages of digital transformation—some have started the process, while others are not really sure what it entails. But according to those that regard themselves as digital transformation leaders, many agree that digital innovation comes with many advantages.
For 85% of US ad agency executives, effectiveness and direct impact on business objectives influence consideration of new business tools.