Although Olaplex is still in its “nascent days” when it comes to data-driven analysis, CMO Katie Gohman says understanding the digital marketing ecosystem is now a core part of how her team operates.
Juice manufacturer Welch’s – founded 156 years ago in 1869 – barely spends any of its marketing budget on traditional media, including linear TV.
When DTC mattress brands started blowing up – and investing in digital advertising in a big way – Naturepedic capitalized on the fact that everyone was talking about mattresses by posing a question of its own: What am I really sleeping on?
For women, finding health care treatment relating to sex is hard. But if you’re looking for “seggs,” that’s easy. DTC brands in the women’s health vertical are still stuck relying on algospeak to skirt around social platforms taking down their ads … As if marketing health care products and supplements for women wasn’t hard enough.
“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. Running experiments is not a competitive advantage anymore, but rather a table stake in marketing. Marketers are always running experiments at some level – some more, some less. […]
“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. Digital media is quickly evolving, but many brand websites are still catching up with the pace of innovations in outbound marketing. Sites are still overloaded with tags, aren’t […]
“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. […]
“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 […]
“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 […]
“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 […]
“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 […]
“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 […]
“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 […]
“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 […]
“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 […]
“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, […]
“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. The cookie, the technology that powers the internet and digital advertising, has never faced such serious risk. The burgeoning concerns about user privacy and […]
“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. Many marketers have chosen our profession because we love the creative aspect of our work. We worship the […]
“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. Automation tools have changed marketing forever and for the better. Artificial intelligence (AI) and machine learning innovations allow marketers to reach our customers more pointedly than ever. Ninety-eight […]
“Brand Aware” explores the data-driven digital ad ecosystem from the marketer’s point of view. Today’s column is written by Madelyn Mills, director of marketing platforms and analytics at Providence St. Joseph Health. Having worked in the healthcare industry for several years, it’s fair to say we’re facing turbulent times, with regulatory uncertainties, rising costs, declining […]
“Brand Aware” explores the data-driven digital ad ecosystem from the marketer’s point of view. Today’s column is written by Yannis Barros, senior associate, performance marketing, at M.Gemi. Innovation in audience generation helped build ecommerce brands from the ground up. Think back to when event pixels granted marketers the power to hit prospects similar to past […]
“Brand Aware” explores the data-driven digital ad ecosystem from the marketer’s point of view. Today’s column is written by Josh Palau, vice president of media strategy and platforms at Bayer Consumer Health US. In-housing isn’t a fleeting trend or small blip on the radar. This is a new way of working that is critical to […]
“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. Anyone who has raised a child knows that along with the pride and joy of watching them mature comes the sinking disappointment of seeing your own faults reincarnated […]
“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, global head of media at Electronic Arts. Over the past year or so we’ve seen every indication that in-housing will have as much staying power as “The Year of Mobile” – which enjoyed its […]
“Brand Aware” explores the data-driven digital ad ecosystem from the marketer’s point of view. Today’s column is written by Paolo Provinciali, head of US Media at Anheuser-Busch InBev. With increasing amounts of data available in our profession, being a data-driven marketer has become a badge of honor in the industry. Yet, in spite of celebrating a […]
“Brand Aware” explores the data-driven digital ad ecosystem from the marketer’s point of view. Today’s column is written by Emily Ketchen, regional head of marketing, Americas, at HP. For experienced marketers, reaching consumers has often been about the numbers. The basic strategy is to develop a product marketing plan and then observe related spikes in […]
“Brand Aware” explores the data-driven digital ad ecosystem from the marketer’s point of view. Today’s column is written by Paolo Provinciali, head of global ecommerce marketing at Anheuser-Busch InBev. Brand marketers are good storytellers but often bad at driving consumer action. This wasn’t as troubling when content consumption was more linear with fewer stimuli; brand […]
“Brand Aware” explores the data-driven digital ad ecosystem from the marketer’s point of view. Today’s column is written by Jake Bradbury, director of data science and marketing analytics at Nordstrom. In the May installment of Brand Aware, Amy Loesch did an excellent job of describing the reasons for and potential challenges of using multi-touch attribution […]
“Brand Aware” explores the data-driven digital ad ecosystem from the marketer’s point of view. Today’s column is written by Marissa Tarleton, chief marketing officer at RetailMeNot. Building strong brands is a priority for any company. In the past it was viewed as its own goal, separate from performance marketing. The two are often talked about […]
“Brand Aware” explores the data-driven digital ad ecosystem from the marketer’s point of view. Today’s column is written by Amy Loesch, vice president of digital marketing at RetailMeNot. Multitouch attribution can be intimidating for some marketers. Where does one start and how can brands get executive buy-in? More than half (57%) of marketers surveyed in […]
