Search Results for All Content (access may be restricted)

Daniella Harkins, GM at Strategic and Media Alliances and Michelle Dooley, Managing Director at Vertical Expansion from LiveRamp, explored how to utilize data partnerships to access the right data and reach people where they are.

The coronavirus pandemic has clouded the future of programming, making it difficult for marketers to find strategies that inspire confidence. But there is good news. With a surge in video viewing, lower ad prices, and improvements in targeting and measurement, taking a data-driven approach to linear TV can grant marketers the flexibility, targeting precision, and accountability they need at precisely this moment.

In this webinar Axiom, and Matterkind dive into the importance of trust in the marketing/advertising ecosystem and how using data, inventory, technology, and audience strategy to engage consumers in an authentic way will help those content experiences shine.

Attributing the results of linear TV advertising is different than digital advertising, but it’s very possible to measure the impact TV campaigns have on consumer behavior and what can be done to improve a campaign’s effectiveness. Here is a comprehensive guide for how to create one’s very own TV attribution model.

The explosion of marketing technology and data privacy laws has forced marketers to rethink how they handle their data, including the technologies they use to collect, manage, and transact on that information.

Consistent accountability standards throughout an organization are critical to driving growth.

Public relations metrics need to focus less on what’s been done and more on what’s been accomplished. A data-driven approach to PR can make a difference for brands.

Denise Karkos, CMO at SiriusXM + Pandora, shared what it takes to build a solid analytics foundation within an organization that elevates accountability in marketing performance and drives a competitive advantage.

With the collection and measurement of aggregate data, customer-centric marketing is still a possibility in the era of privacy, regulation, and disappearing cookies.

CMOs need a robust and modern approach to marketing measurement, independent of any of the commercial interests in the ecosystem. To achieve meaningful progress, there are four critical dimensions to measurement that marketers must now master: commerciality, quality, frameworks, and testing. While the industry is making progress in building a universal solution, here’s what marketers can do now.

Carol Rhine, senior principal analyst at Blackbaud Target Analytics, explained the methodologies behind fundraising indices Giving USA, the Blackbaud Index, the Fundraising Effectiveness Project, and Nonprofits Source.

In this video, Carol Rhine, senior principal analyst at Blackbaud Target Analytics, explained the methodologies behind fundraising indices Giving USA, the Blackbaud Index, the Fundraising Effectiveness Project, and Nonprofits Source.

How do you tell your marketing organization’s performance story in a way that matters to your CEO?

Using old, brute-force ways to meet new demands has reached a breaking point. Traditional digital asset management systems simply weren’t built for brand TV and video campaign asset workflow, and new research is showing why they can’t go the distance.

Fast-emerging technologies are turning B2B marketers into data scientists — and enabling them to be more creative than ever before. Job one: striking a balance between automation and the human touch.

What can organizations do to prepare for an increasingly transparent future? The first step is to assess their current level of transparency to identify potential risks and opportunities. In that process it can be helpful to look at three aspects of transparency having to do with products and services, culture, and the supply chain.

Without the Google ID, marketers need to find new ways to build datasets to drive personalized marketing campaigns across multiple devices. Here are three obstacles and the priorities marketers must face in dealing with the massive shift the ID’s absence leaves behind.

UnitedHealthcare created a “playbook” to improve agency/client relations. By providing detailed and accurate briefs, and maintaining honest and constant communication between both parties, agencies can set their clients up for success.

The CCPA has had a significant impact on the digital advertising landscape. The privacy law grants new rights to California consumers, including the right to when consumer information can be collected, the right to deletion, and the limited right to sue if personal information is breached.

Relevance to the consumer — rather than just random giveaways — is at the core of rewards programs for a growing number of brands and organizations.