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A Customer Data Platform to Rule Them All: How Marketers Can Manage Data Using a CDP
Industry Insights November 29, 2021With the eventual and final phase out of the third-party cookie, marketers will need to rely on the data they can collect directly from consumers. This first- and -zero-party data will come from a multitude of sources and, if not managed properly, can end up as a disorganized, in-actionable mess. Enter the Customer Data Platform, which grew from the more familiar Data Management Platform, to centralize, organize, and house all of this disparate data in a way that it can be disseminated and made useful to marketers. The resources here discuss CDP uses, benefits, selection, and how they’ve changed in the wake of the pandemic.
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Cross-Platform Measurement and the Key to Unlocking Buyer Journey Knowledge
Forward November 18, 2021TV has changed. To reach the masses today, messages must appear everywhere people watch video. This means advertisers must embrace both linear TV and streaming. Cross-platform, unified impression measurement is now essential.
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Email Marketing Is Changing
B2B Marketer November 10, 2021Marketplace and industry factors are forcing marketers to adopt new metrics for measuring email engagement, and they’re taking a close look at the value (and content) they’re providing to customers and prospects while they’re at it.
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ANA Data & Direct Marketing Committee Meeting
Session Videos November 10, 2021In this video, hear from industry experts on the latest research into direct marketing and on how the lines between digital marketing and direct mail have blurred.
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There's Less and Less Daylight Between CMOs and CIOs
ANA Magazine November 5, 2021When CMOs and CIOs collaborate the results include more engaged customers and healthier returns from marketing technology investments. However, without both sides first agreeing on governing principles, merging marketing and IT teams may end up being a wasted exercise.
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Three Data-Driven Ways to Drive Revenue Through Deeper Multicultural Understanding
Webinars November 4, 2021In this webinar, learn how understanding multicultural consumers can help you drive revenue, optimize ad spend, and meet your KPIs.
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ANA Masters Circle Survey Results
Research Reports November 4, 2021This 2021 flash survey focused on CMO's awareness of platform plans to limit the use of third-party data and their preparedness to respond with more effective uses of first-party strategies and other industry solutions being proposed.
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Signal Loss and Creative Data, with Stephanie Bohn of VidMob
Marketing Futures November 3, 2021Stephanie Bohn, Global Chief Brand Officer for VidMob, joined us on the podcast to discuss the company's new report — "The Essential Guide to Signal Loss for Digital Marketers."
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Behind the Campaign: Laugh Tracker
Marketing Futures November 1, 2021How did the Tennessee Department of Tourism use technology to provide parents with a trusted source of honest and authentic feedback? By leveraging neuroscience technology to create a new metric to help parents understand visitor satisfaction: laughter.
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Marketers Must Modernize Budget Reallocation Practices to Maximize ROI
Knowledge Partners October 29, 2021New research from BrandMaker and Forrester Research shows how an industry-wide inability to quickly make adjustments to budget and resource allocation leaves marketers in a position where they’re unable to ring the most of ROI out of their efforts.
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Trends in B2B and CX
Event Recaps October 28, 2021Matthew Powell from B2B International shared B2B customer experience (CX) trends of 2021 from his company’s latest research and explained how these trends will shift and evolve in 2022.
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Reimagining Customer Experience
Session Videos October 28, 2021Speakers at the October 2021 ANA Customer Experience committee meeting discussed the role of artificial intelligence and machine learning in marketing and in B2B customer experience trends.
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What’s Old is New: Marrying Classic DM Principles with Facebook AI to Drive Efficiency
Webinars October 27, 2021Increasingly, performance marketers are relying on Facebook’s AI to drive marketing efficiency. But is this bot really so hot … or is it not? We used good old fashioned direct marketing principles to put Facebook’s AI to the test, and the results may surprise you.
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Injecting Inclusion into the Creative Process
Session Videos October 26, 2021In this video, learn about an industry model designed to inject inclusion into the creative process end-to-end in order to maximize purchase intent and ROI.
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Why Addressable TV and CTV Need to Coexist in a Cross-Screen World
Forward October 21, 2021The convergence of traditional television and digital video presents unique opportunities for marketers but also adds a layer of complexity. The goal for advertisers is to get away from siloed approaches when it comes to media selection, as the current landscape enables companies to reach audiences whenever and wherever they may be consuming content.
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Effective Attention: The Power of Creativity
Session Videos October 21, 2021In this video, BBDO CEO of the Americas St. John Walshe shared how paying attention to attention metrics, and the factors that drive them, can lead to more powerful creative solutions for marketers.
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How Google’s Machine Learning Models Unlock More Accurate Measurement and Better Performance
Webinars October 21, 2021In this webinar, Google product experts illustrated how they are using machine learning models to help future-proof measurement while upholding the user’s experience, respecting their privacy, and protecting their data.
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How Adelaide AU Ratings Predict Tune-In for the NBA
Session Videos October 21, 2021In this video, learn how the NBA assessed attention metrics in relation to tune-in for the 2021 playoff season.
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Attention Metrics Fundamentals
Session Videos October 21, 2021In this session, Marc Guldimann, co-founder and CEO of Adelaide, spotlights how attention metrics work, the nuances of applying them to media quality measurement, and how industry leaders are using them as a bold new media currency.
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How the Application of Attention Metrics in Media Drives Better Brand and Business Growth
Session Videos October 21, 2021In this video, global chief strategy officer Chrissie Hanson shares important and actionable insights gathered from the work that OMD has conducted around the world to assess the impact of attention metrics on brand performance.
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