Data-driven marketing
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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.
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Marketers
Clicking With B2B Customers: 4 Lessons From B2C Marketing
Persuasion techniques that work with consumers can be applied just as effectively to business purchases. Some tools from the B2C toolbox for B2B marketers to deploy include the following.
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Technology
Colgate-Palmolive’s Remains Focused on Testing First-Party Data Strategies
Despite Google’s announcement decision to scrap third-party cookie deprecation, Colgate-Palmolive continues to test and invest in first-party data strategies.
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Data Driven ROI
How Unilever Is Investing in Innovation Across Its Media Plan
How the CPG brand is allocating media investment to support innovation.
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Data Driven ROI
How The New York Times’ Data Strategy Enables a Full View of the Customer Journey
How The Times’ data strategy supports a view of the customer journey from end to end.
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Data & Analytics
SmileDirectClub CMO Talks TikTok Strategy, Pandemic Marketing and Data Applications
CMO John Sheldon discusses the brand’s success with TikTok, how marketing has evolved over the pandemic, new data-driven strategies and social media’s advantage within a privacy-focused marketplace.
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Data & Analytics
Test-and-Learn Methodology: Five Considerations for Marketers
Employing a test-and-learn methodology is a table stake for marketers, according to Sachin Puri, Vice President of Growth Marketing at McAfee.
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Data & Analytics
How GoPro CMO Used Data Insights to Drive Marketing Strategy
GoPro CMO Todd Ballard has used consumer data and research to shift from brand marketing to education.
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Data Driven ROI
Solutions for Marketers Using a Zero-Based Budgeting Approach
Nielsen looks at the challenges and opportunities of zero-based budgeting.
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Data & Analytics
Formulating Your 2020 Data-Driven Marketing Strategy
A sound data management strategy is critical as the landscape becomes more complex.
