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»Brand Aware

The Power Of Testing

"Brand Aware” explores the data-driven digital ad ecosystem from the marketer's point of view. Today's column is written by Maha Madain, head of marketing at Union Bank. How does the marketing of a regional brand with a limited budget win in a market dominated by national brands? That’s the challenge that many organizations face today.... Continue reading »
by AdExchanger // February 4th, 2020 //
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What's The Growth Team’s Job, Anyway? 

"Brand Aware” explores the data-driven digital ad ecosystem from the marketer's point of view. Today's column is written by Alex Weinstein, senior vice president of growth at Grubhub and the author of the Technology + Entrepreneurship blog. The project seemed fairly straightforward: Here's a city where our food delivery marketplace needs to accelerate growth. Here's... Continue reading »
by AdExchanger // January 17th, 2020 //
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Marketers, Stop Trying To Be The Loudest Voice In The Room

"Brand Aware” explores the data-driven digital ad ecosystem from the marketer's point of view. Today's column is written by Alex Weinstein, senior vice president of growth at Grubhub and the author of the Technology + Entrepreneurship blog. In a timeless 1970s book “Influence,” Robert Cialdini speaks of a hard-wired human behavior that drives a lot... Continue reading »
by AdExchanger // October 9th, 2019 //
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The Reality Of Machine Learning In Marketing

"Brand Aware” explores the data-driven digital ad ecosystem from the marketer's point of view. Today's column is written by Sachin Puri, vice president of growth marketing at McAfee. Not a day passes in the marketing world without someone name-dropping machine learning and artificial intelligence in a meeting. The underlying myth is that machine learning is... Continue reading »
by AdExchanger // September 16th, 2019 //
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From Corporate To Connected: A Data-Powered Approach To Put People First

"Brand Aware” explores the data-driven digital ad ecosystem from the marketer's point of view. Today's column is written by Aditi Javeri Gokhale, chief marketing and communications officer at Northwestern Mutual. The digital era has been a boon for marketers. Customer data that’s available to us today has proven invaluable in the shift from mass messaging... Continue reading »
by AdExchanger // September 10th, 2019 //
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You Are Now Playing In My Simulation

"Brand Aware” explores the data-driven digital ad ecosystem from the marketer's point of view. Today's column is written by Jayne Pimentel, senior director of growth marketing at DraftKings. One of the more far-out ideas to emerge in the post-digital era is the simulation argument, which stipulates that we are likely living in an advanced computer-generated... Continue reading »
by AdExchanger // August 19th, 2019 //
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Performance Marketing And Measurement: A New Beginning Amid Ever-Evolving Privacy Restrictions

"Brand Aware” explores the data-driven digital ad ecosystem from the marketer's point of view. Today's column is written by Sachin Puri, senior director and global head of performance marketing at StubHub. Are unique visitors growing but not new buyers? Are display and social attribution declining? Direct traffic up, yet customer acquisition costs are rising? Wondering what’s... Continue reading »
by AdExchanger // August 5th, 2019 //
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The Myth Of The Media Star

"Brand Aware” explores the data-driven digital ad ecosystem from the marketer's point of view. Today's column is written by Belinda J. Smith, head of global marketing intelligence at Electronic Arts.  I am increasingly running into a widely-held perception that the importance – and influence – of the media director is growing rapidly inside of brands. I’ve... Continue reading »
by AdExchanger // July 22nd, 2019 //
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Brand Transparency 2.0: Moving Beyond The Buzzword

"Brand Aware” explores the data-driven digital ad ecosystem from the marketer's point of view. Today's column is written by Emily Ketchen, head of Americas marketing at HP. Despite criticism that it is just a marketing gimmick, brand transparency is more relevant and meaningful than ever. It is becoming fundamental to how companies engage with customers. By... Continue reading »
by AdExchanger // July 15th, 2019 //
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The Wrong Incentives Are Killing Your Marketing

"Brand Aware” explores the data-driven digital ad ecosystem from the marketer's point of view. Today's column is written by Alex Weinstein, senior vice president of growth at Grubhub and the author of the Technology + Entrepreneurship blog. CEOs have complained for decades that half of marketing spend is wasted, and we don’t know which half. Despite the move to digital,... Continue reading »
by AdExchanger // June 3rd, 2019 //
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