“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 […]
