Topic

Data-driven marketing

Data Driven ROI
VIDEO: How Pilot Marketing Can Increase Campaign Effectiveness

In this LinkedIn Live session replay, David Brauntuch, Head of Audience Design at Deluxe, takes us through a series of case studies to demonstrate how marketers are using pilot campaigns to make informed decisions, enhance targeting accuracy and ultimately increase the effectiveness and efficiency of their marketing initiatives.
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.
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.
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.
Data Driven ROI
How Unilever Is Investing in Innovation Across Its Media Plan

How the CPG brand is allocating media investment to support innovation.
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.
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.
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.
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.
Data Driven ROI
Solutions for Marketers Using a Zero-Based Budgeting Approach

Nielsen looks at the challenges and opportunities of zero-based budgeting.