MMA Global released its annual multi-touch attribution survey earlier this month. They found three major obstacles marketers encounter when implementing multi-touch attribution (MTA) models. 1) MTA...
A New York Times columnist argues that the evolution of the internet lessens the need for companies to build brand loyalty with their customers. Why? ...
Adverity's Marketing Analytics State of Play report identifies the top three challenges for marketers and data analysts in the US, UK, and Germany. The company...
A recent Forbes article highlights the value of multicultural marketing campaigns -- they have a higher ROI than their non-diverse counterparts -- as much as...
In July of this year, the Cleveland Indians announced it was changing its name to the Cleveland Guardians. The team supported this change with data,...
Marketers have created a false dichotomy between digital and traditional marketing. Many marketers think of digital marketing methods as conversion-centric, and traditional marketing methods as brand-centric. But...
On Thursday, Facebook Inc. became Meta (the Facebook app will keep its name). The company is centering itself around what it calls the "metaverse." This...
Artificial intelligence is not artificially intelligent. Is there artificial intelligence in artificial intelligence? Unfortunately, there isn't. Artificial intelligence is just a computer taking data and using...
I sat down with Jon Tsourakis and David McGraw of Digital Mastermind to talk about the challenges of measuring marketing on The Climb podcast. The episode's...
A common conflict our clients' experience is choosing where to prioritize marketing investment when choosing between brand and performance marketing. An article from LinkedIn recently...
According to research from the consulting firm, Spencer Stuart, the median CMO tenure fell to an all-time low in 2020 -- just over 25 months! If...
How can marketers ensure that their marketing analytics projects are successful? I believe there are four phases of a successful marketing analytics project: Define the scope...
According to a study from Allocadia, a marketing agency in Vancouver, Canada, 47% of marketing leaders in North America struggle to calculate return on marketing...
I recently asked my LinkedIn network what skills are most important for data-driven marketers to have today. I gave them four options: Excel skills Analytic methods ...
As society moves into a post-Covid era, marketers need to adjust their strategic and tactical planning and execution methods. Covid accelerated the shift to digital...
Over the past year, consumers and employees have challenged organizations to drive diversity, equity, and inclusion (DEI) in the workplace and the community. Marketers have...
How do you determine your marketing effectiveness? You must measure your marketing and pick the right methodology to measure it based on the available data...