Data-Driven Marketing - ClickZ

Start Listening: Why Testing Alone Isn't the Answer

Andrea Fishman — Wed, 15 May 2013 07:00:00 -0400

While optimization testing may provide a framework to validate or disprove a hypothesis, there is no substitute for real listening.

Will Tablets Still Be Around in 5 Years?

Amy Manus — Wed, 08 May 2013 06:30:00 -0400

Understanding the process of how consumers interact across devices and what value you can bring them is essential to creating a seamless experience for your customers.

How 900+ Communities and Generics Will Reshape the Internet

Jennifer Wolfe — Fri, 26 Apr 2013 06:00:00 -0400

These new gTLDs have the power to create categories that comprise consumers' varying interests or affinities on the Internet.

Marketing 'Moneyball'

Rob Cataford — Thu, 25 Apr 2013 14:12:00 -0400

What if you could make your current marketing budget compete with a phantom budget that is double or triple the size?

Interesting Ways Businesses Use Big Data to Improve Personalization

Adria Saracino — Tue, 23 Apr 2013 08:00:00 -0400

If you listen properly, your data will tell you vital information about your customers and clients.

Small Business Wins Big With Facebook's New Targeting

Andrea Fishman — Wed, 17 Apr 2013 08:00:00 -0400

With partner categories, Facebook eliminates too-broad targeting and helps ensure that the category you belong to is relevant.

Stop Old B2B Thinking, Start Putting Customers First

Thad Kahlow — Thu, 11 Apr 2013 04:00:00 -0400

Companies that can have one-to-one conversations at scale and grow customer relationships will win.

How Big Data and Analytics Are Transforming In-Store Experience for Retailers

Krishnan Parasuraman — Tue, 09 Apr 2013 02:00:00 -0400

Create a unique shopping experience where customers derive both value and pleasure from visiting physical storefronts.

gTLDS: Catalyst for Disruptive Innovation

Jennifer Wolfe — Wed, 27 Mar 2013 06:00:00 -0400

Brand applicants have a game-changing opportunity to innovate and develop disruptive new digital models around their top-level domains.

Why Big Data Isn't the End-All for Content Marketing

Adria Saracino — Tue, 26 Mar 2013 04:00:00 -0400

In order to create a successful marketing plan for the long term, you need both the "what is" and the "what could be" aspects incorporated into your strategy.

The Convergence of Experience Management and Insight

Andrea Fishman — Wed, 20 Mar 2013 01:00:00 -0400

Consolidation in the software marketplace by existing vendors is shifting the dynamic, offering the vision of simplified data management, operations, production, and analysis in one place.

Embrace the Change

Amy Manus — Wed, 13 Mar 2013 01:00:00 -0400

Seven ways to expand beyond our silos and look at the big picture to understand how evolving consumer consumption and usage is truly impacting our business.

Big Data Is Enabling Marketers to Do More With Less

Krishnan Parasuraman — Tue, 12 Mar 2013 08:00:00 -0400

What is the real ROI associated with big data for marketers, and what marketing metrics does it impact and why?

If It's Not Programmatic Premium, Then What Is It?

Chris O'Hara — Wed, 06 Mar 2013 09:00:00 -0500

We have to accept two types of programmatic premium right now: buying premium inventory inside of today's RTB systems through private exchanges; and buying reserved inventory in a more systematic way.

Brand gTLD Strategies: Evolution of TV and Internet Content Distribution

Jennifer Wolfe — Fri, 01 Mar 2013 04:00:00 -0500

Combine one gTLD with the ability to offer movies, sports, on-demand television programs, and games, and you have a valuable digital asset - particularly if there is already tremendous brand loyalty.

Lift-Off! A New Study on Attribution and Revenue

Richard Roberts — Wed, 27 Feb 2013 04:00:00 -0500

A look at the four key benefits of a closed-loop attribution system.

SES London: The Art of Data-Driven Social Marketing

Andy Betts — Fri, 22 Feb 2013 11:00:00 -0500

AimClear CEO Marty Weintraub shares methods to expand your social media strategy while focusing on immediately actionable paid and organic social tactics.

Facebook Exchange Proves Its Mettle: Adobe

Susan Kuchinskas — Wed, 20 Feb 2013 12:00:00 -0500

With one billion impressions served, Facebook Exchange is performing well for advertisers, according to Adobe.

Big Data Won't Fix Bad Planning

Andrea Fishman — Wed, 20 Feb 2013 04:00:00 -0500

Organizations need to ensure they are fully optimizing their current efforts and have a realistic roadmap for how and why a big data solution will help better decision-making.

Marketing Firms Plan to Expand Their Digital Budget in 2013

James Dohnert — Fri, 08 Feb 2013 09:00:00 -0500

About 71 percent of marketing firms have reported that they plan to increase their digital marketing budgets this year, according to a new report by Econsultancy and Responsys.

When Cost-Plus Is a Minus

Chris O'Hara — Wed, 06 Feb 2013 04:00:00 -0500

Is this hourly pricing model right for today's digital media agency?

Using gTLDs to Build a Robust Consumer Experience for Data Mining

Jennifer Wolfe — Wed, 30 Jan 2013 06:00:00 -0500

Brands that applied for a gTLD and innovatively design it to create a robust consumer experience that generates meaningful data will have a market advantage over their competitors.

The 614 Group Names 2 Executives to Lead Efforts in Europe

James Dohnert — Fri, 25 Jan 2013 12:00:00 -0500

The 614 Group, a digital management consultancy firm, has named Julia Smith and Eric Urdahl as partners.

Embracing the Online Video Ad - the Time Is Now

Andrea Fishman — Wed, 23 Jan 2013 02:00:00 -0500

As the mobile space continues to transition to shorter, more interactive experiences that offer rewards and incentives for engagement, marketers need to find new ways to offer greater value.

New Year, Same Hype

Amy Manus — Wed, 16 Jan 2013 04:00:00 -0500

Five ways to effectively evaluate if some of the new mobile opportunities should be considered as we move into 2013.

Protecting Authenticity and Fighting Counterfeiters With gTLDs

Jennifer Wolfe — Fri, 04 Jan 2013 02:00:00 -0500

There are many strategies that will provide applicants for generic top-level domains a competitive advantage in an increasingly digital marketplace.

What's the Most Powerful Use of Big Data for Lead Generation Marketing in 2013?

Thad Kahlow — Wed, 02 Jan 2013 04:00:00 -0500

As digital marketing techniques and technologies have evolved, front-end metrics from web analytics tools often fall short in delivering enough high-value insight to drive business decisions.

Exclusive NY Event Helped Digital Advertisers Meet Mitch McConnell

Kate Kaye — Wed, 02 Jan 2013 02:00:00 -0500

Senate Minority Leader got $2,400 from The Interactive Advertising Bureau.

Underneath the Funnel

Chris O'Hara — Fri, 21 Dec 2012 06:00:00 -0500

How social data flips and extends the purchase funnel.

10 Reasons Your Media Plan Needs to Include More Than Just Ad Networks

Amy Manus — Wed, 19 Dec 2012 00:00:00 -0500

Why publisher direct media buys should still be part of your media mix.

Marketers: 4 Hurdles to Clear if You Want Engaging Digital Ads

Aubrey Beck — Wed, 12 Dec 2012 08:00:00 -0500

A look at four of the biggest challenges agencies and marketers come across when trying to create high-quality, result-yielding online ads.

Can You Buy 'Brand'?

Chris O'Hara — Tue, 11 Dec 2012 01:00:00 -0500

Understanding social affinity data.

Top 10 Reasons for Co-Optimization

Richard Roberts — Fri, 07 Dec 2012 04:00:00 -0500

The whole is greater than the sum of its parts.

Developing a Comprehensive Digital Brand Strategy for the Future

Jennifer Wolfe — Tue, 04 Dec 2012 06:00:00 -0500

With thousands of new TLDs owned by the biggest brands in the world launching, you need to start an analysis, get the facts about who applied for what, and how it impacts you.

IAB Releases Report on Best Practices for Website Tagging

James Dohnert — Thu, 29 Nov 2012 11:45:00 -0500

The Interactive Advertising Bureau (IAB) has released its "Site Tagging Best Practices" report for public comment.

Pinning Your Hopes on Visual Commerce: The Pinterest Potential

Andrea Fishman — Wed, 28 Nov 2012 06:00:00 -0500

Harnessing Pinterest at its full potential will certainly have its benefits, but it'll take time to maintain and engage with users.

It's Duh-Duh-Duh…Digital Stupid

Amy Manus — Mon, 26 Nov 2012 06:00:00 -0500

Regardless of the growing usage by consumers and increase in overall share of media spend from brands, there's still a lack of integrated innovation for leveraging open-platform consumer experiences.

If Content Is King, Make Brand Advertising Your Kingdom

Aubrey Beck — Thu, 15 Nov 2012 08:00:00 -0500

Engaging content is the key to successful brand advertising campaigns.

Facebook Stole Your Fans - and Wants a Ransom to Get Them Back

Andrea Fishman — Wed, 31 Oct 2012 08:00:00 -0400

Facebook's new policy means that it could become more expensive to maintain a brand page and reach all of your fans than it is to market through other channels.