Granular measurement enables marketers to evaluate individual channel performance, and drill down to see the performance of each dimension within a channel.

As more and more brands consider launching paid membership loyalty programs, the real question comes down to the program’s value proposition to consumers.

While still a new frontier, influencer marketing has quickly become an big part of a hypercasual game marketer’s acquisition strategy.

Barbie has clearly overcome the bitter battle over her curves to embark on her most purposeful chapter yet. Lisa McKnight, Mattel SVP, takes us behind the scenes.

CM Weekly for the week of May 19, 2019 It’s no secret the best marketers have very active imaginations. Barbie is a favorite when it comes to inspiring creative play for kids (and some adults too). A new global initiative, “Close the Dream Gap,” activates Barbie to help girls believe they can be anything they…

Millennial parents look—and behave—differently than parents of previous generations. Here's how to connect with them

Brands like Citrix, EyeMed and Hiscox prove that neither B in B2B stand for boring.

AXE adds a contest to its roster of marketing initiatives to help teens feel confident in who they are, quirks and all.

Chief Marketer recently chatted with Kenneth Kinney to get his perspective on how brands can improve their use of data to chart the customer journey.

CM Weekly for the week of May 12, 2019 We’re feeling like jetsetters this week, so take a trip with us, won’t you? Puerto Rico has been working hard to get visitors—and their tourism dollars—to return to the island following the devastation of Hurricane Maria nearly two years ago. Leah Chandler, CMO of the Destination…