Advertising & Marketing


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.

Data breaches are proliferating at a time when marketers are becoming increasingly reliant on user data.

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.

Mark Sneider, owner and president of RSW/US, discusses how the client-agency dynamic is changing in 2018.

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.

Marketers’ push for a more omnichannel, audience-centric view inevitably requires them to rely on a host of technologies and data sources to best understand their customers. Integrating all that data and managing it, however, poses significant challenges. Topics in this webinar include: Why there’s an industry-wide shift toward an audience-centric view, and how marketers are responding; What main data types marketers are identifying and integrating, and the technology used to do so; What obstacles remain for proper data management, including collecting and organizing data, integrating technologies and managing an organizational rollout.

Most executives agree that a digital transformation is necessary to remain competitive, keep pace with disruptive technologies and evolve with shifting consumer expectations. Still, many are unsure of how to start the process, or even what it entails.

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.

A recent survey of US digital media buyers by Centro and Forrester Consulting shows the separation between automated and direct sales departments is dissolving.

eMarketer analysts Jillian Ryan and Lauren Fisher explore the key types of data B2B marketers are identifying, how those firms source and collect their data, best practices for keeping data up to date and more.

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.

In the latest episode of eMarketer's "Behind the Numbers" podcast, analyst Lauren Fisher outlines the issues involved in data management, and the ways that marketers can think about, organize, integrate and analyze data to shift their focus from channels to audiences.

Tanuj Joshi, vice president of strategic enablement at MediaMath, talks about tackling ad fraud as the internet continues to expand.

Tom Puthiyamadam, global digital services leader at multinational professional services company PricewaterhouseCoopers, talks about the components of a successful digital transformation strategy.