Archive : Category

Artificial Intelligence is the Panacea to Today’s Marketing Challenges

POSTED ON May 15th  - POSTED IN Artificial Intelligence, Performance and Measurement

My foray into understanding, and more importantly, applying Artificial Intelligence (AI) to current business practices has forced me to throw everything I ever knew out the window. Experience, best practices, preconceived notions, the tried and true – all these rules become obsolete and irrelevant because the world has changed. Media consumption has changed. Business has […]

Engage At Scale: Customer Obsession Requires Customer-Defined Value ( Part 2)

POSTED ON May 14th  - POSTED IN Artificial Intelligence, Performance and Measurement

This is a two-part series that explores an increasing understanding of the customer as technology and customer behavior evolves and what business must do to keep up with this evolution. Customer value means how the Customer defines value NOT the business Direct marketing principles defined customer value not by Pepper and Rogers’ standards; rather the […]

Engage at Scale: Leveraging Individualized Customer Micro-moments ( Part 1)

POSTED ON May 13th  - POSTED IN Artificial Intelligence, Performance and Measurement

This is a two-part series. There are various definitions about Customer Micro-moments that exist. This series that explores an increasing understanding of the customer as technology and customer behavior evolves and what business must do to keep up with this evolution. We now live in an experience economy. Content creators, influencers, media platforms and advertisers […]

When Will Attribution and Metrics Become Symbiotic?

POSTED ON May 11th  - POSTED IN Artificial Intelligence, Performance and Measurement

You would think that, with all the advances in technology, insights and automation, Marketing has leapt forward with an increased understanding of how initiatives correlate to business performance. We’ve made developments in digital to improve targeting, to scale relevant audiences and to develop customized communications based on enhanced insights. Yet, marketers continue to face pressure […]

Looking for Humanity in Data: The Data Guild Tackles the World’s Toughest Challenges

Welcome Chris Diehl and David Gutelius, Co-Founders of The Data Guild, which create data driven solutions that tackle some of the world’s toughest challenges. As Data Science proliferates, the ability to marry disparate sources of information and uncover relationships among entities continues to surface new solutions that was not possible even a decade ago. Both Chris and […]

The Psychology of the Web Searcher

POSTED ON November 3rd  - POSTED IN Insights, Performance and Measurement

“Real search is about providing valuable information when it’s really needed to those who are actually looking for it.” ― David Amerland Analytics are fundamental when it comes to allowing marketers to see where their website visitors come from, as well as what search terms brought them there. And don’t fall into the trap of […]

Have Consumers Won? Ad Blockers and the Demise of the Industry

POSTED ON September 24th  - POSTED IN Insights, Performance and Measurement

Finally, it seems the consumer has gotten his wish. The ad community – The publishers, the platforms and the advertisers – are at odds. And in this round, it seems the consumer has won. The introduction of ad blockers less than a decade ago is starting to take hold. Ad platforms have become increasingly sophisticated, […]

7 WordPress security tips for enterprise business

POSTED ON August 27th  - POSTED IN Performance and Measurement

WordPress security needs to remain at the top of your mind. Enterprise businesses relying on it to fuel their content marketing should pay attention. About 58.7% of all websites with a content management system are running on WordPress. These owners may not be aware of the platform’s vulnerabilities. Three Websites running on WordPress You cannot […]

Measuring What Matters with Adam Dince of Deluxe Corporation

POSTED ON August 13th  - POSTED IN Performance and Measurement

A few months ago I interviewed Sean McGinnis, who was at the time with Sears Parts Direct, on what marketing metrics really mattered to big business. That post was inspired by my frustration with vanity metrics and how often I witnessed fellow marketers promote the metrics that aren’t really meaningful to business objectives. Sadly, that […]