Advertising & Marketing


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.

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.

Anand Eswaran, vice president of Microsoft Services and Microsoft Digital, is at the forefront of digital transformation. He talks about the four pillars every organization needs to think about to have a successful transformation.

Mark Weinstein, senior vice president of customer experience, engagement, loyalty and partnerships at Hilton Worldwide spoke with eMarketer about how the company tackles change by thinking like a millennial.

Anthony Long, global ecommerce technology lead at Kimberly-Clark, talks about how the company is responding to changes in consumer behavior and tackling ecommerce.

Amanda Reierson, head of digital at Farmers Insurance, explains how the brand adopted agile software and techniques to streamline cross-team collaboration.

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

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.

Stephanie Linnartz, global chief commercial officer at Marriott International, spoke with eMarketer about how the organization keeps marketing moving forward by looking outward to other industries and ahead to emerging trends.

General Electric's CMO Linda Boff reveals what has changed within the organization since the onset of the digital age.

Nearly two-thirds of digital marketing decision-makers say advertisers in the country will cut allocations to Google and shift digital budgets elsewhere.