Consumer Data Archives - Chief Marketer

AI

Using AI-Driven Data Platforms While Remaining Ethical

New data platforms with AI capabilities are promising a greater ability to profile, segment and identify similar audiences for target marketing purposes. However, the use of AI has created concerns around compliance risk and data privacy. Here’s a look at how marketers can continue to behave ethically amid evolving privacy regulations and an influx of new AI-assisted platforms.

Data & Analytics

How the Cookie Impeded Digital Advertising—Plus Considerations for Replacements

Ways that third-party cookies may have harmed digital innovation, plus alternatives to consider as cookie use dissipates.

Data & Analytics

IAB’s 2024 State of Data Report: Tackling Data Quality and Signal Loss

Insights on third-party-cookie deprecation, diminished data quality and how to tackle data evolution, according to IAB’s 2024 State of Data report.

Digital

Marketers on Fire: Kelly Calabria, Chief Marketing and CSR Officer at Blue Cross Blue Shield, North Carolina

Our latest Marketers on Fire profile features Kelly Calabria, Chief Marketing and CSR Officer at Blue Cross Blue Shield of North Carolina, who examines three challenges her brand is facing in 2024.

Technology

Leveraging Incrementality Testing to Supplement AI-Based Measurement Platforms

Marketing and PR professionals can consider incrementality testing as a way to supplement reporting and help maximize the value of AI-based platforms, such as Meta’s recently released Advantage+.

Data & Analytics

INFOGRAPHIC: Industry Pulse Survey on Privacy and Data

Sixty-four percent of marketers surveyed said they are somewhat or very prepared for a third-party cookie phase-out.

Data & Analytics

Key Considerations For Data Privacy Compliance Amid New U.S. Laws

Marketers should be mindful of a few key requirements relating to collecting and processing customer data.

Data & Analytics

Brands on Fire: How DoorDash and e.l.f. Beauty Leverage First-Party Data to Fuel Personalization

For first-party data-rich companies like DoorDash and e.l.f. Beauty, the key to leveraging consumer data to create exceptional brand experiences is honoring the implicit value exchange.