“Brand Aware” explores the data-driven digital ad ecosystem from the marketer’s point of view. Today’s column is written by Belinda J. Smith, global head of media at Electronic Arts. Over the past year or so we’ve seen every indication that in-housing will have as much staying power as “The Year of Mobile” – which enjoyed its […]
“Brand Aware” explores the data-driven digital ad ecosystem from the marketer’s point of view. Today’s column is written by Paolo Provinciali, head of US Media at Anheuser-Busch InBev. With increasing amounts of data available in our profession, being a data-driven marketer has become a badge of honor in the industry. Yet, in spite of celebrating a […]
“Brand Aware” explores the data-driven digital ad ecosystem from the marketer’s point of view. Today’s column is written by Emily Ketchen, regional head of marketing, Americas, at HP. For experienced marketers, reaching consumers has often been about the numbers. The basic strategy is to develop a product marketing plan and then observe related spikes in […]
“Brand Aware” explores the data-driven digital ad ecosystem from the marketer’s point of view. Today’s column is written by Paolo Provinciali, head of global ecommerce marketing at Anheuser-Busch InBev. Brand marketers are good storytellers but often bad at driving consumer action. This wasn’t as troubling when content consumption was more linear with fewer stimuli; brand […]
“Brand Aware” explores the data-driven digital ad ecosystem from the marketer’s point of view. Today’s column is written by Jake Bradbury, director of data science and marketing analytics at Nordstrom. In the May installment of Brand Aware, Amy Loesch did an excellent job of describing the reasons for and potential challenges of using multi-touch attribution […]
“Brand Aware” explores the data-driven digital ad ecosystem from the marketer’s point of view. Today’s column is written by Marissa Tarleton, chief marketing officer at RetailMeNot. Building strong brands is a priority for any company. In the past it was viewed as its own goal, separate from performance marketing. The two are often talked about […]
“Brand Aware” explores the data-driven digital ad ecosystem from the marketer’s point of view. Today’s column is written by Amy Loesch, vice president of digital marketing at RetailMeNot. Multitouch attribution can be intimidating for some marketers. Where does one start and how can brands get executive buy-in? More than half (57%) of marketers surveyed in […]
“Brand Aware” explores the data-driven digital ad ecosystem from the marketer’s point of view. Today’s column is written by Belinda J. Smith, global director of media activation at Electronic Arts. Spurred by the groundbreaking ANA K2 report, marketers spent the latter half of 2016 and much of 2017 talking about transparency. We went from pushing […]
“Brand Aware” explores the data-driven digital ad ecosystem from the marketer’s point of view. Today’s column is written by Tony Ralph, director of data and marketing technology at Intuit QuickBooks. With at least one notable exception, nearly all researchers predict the inevitable convergence of the mar tech and ad tech ecosystems. Predictions aside, as a […]
“Brand Aware” explores the data-driven digital ad ecosystem from the marketer’s point of view. Today’s column is written by Belinda J. Smith, global director of media activation at Electronic Arts. I realize I’m late to the game with the year-ahead predictions, but this year the annual ad tech soothsaying has hit a nerve. The slow […]
