Data-Driven Thinking

The 70th annual Cannes Lions moved faster than ever to match the speed of the convergence of convergences happening in the industry. Here are five themes that stood out from the event.

History proved that black-box algorithms aimed to optimize business metrics will have severe, harmful consequences that are often not predicted.

There’s no better way to improve customer trust – and boost brand reputation – than handling first-party data respectfully and effectively, writes Recurly CMO Theresa McEndree.

The key to developing a marketing strategy that spans multiple products and stakeholders is to not only identify technical interdependencies of different product teams (or even subsidiaries), but also the conflicting interests of the stakeholders.

Although businesses think they are paying the correct affiliate partners, there is huge risk that they’re pumping money into misattributed sources.

Instead of keeping tabs on static data assets, organizations must adapt to a world in which data is embedded in ubiquitous and rapidly evolving AI tools. 

Likes and followers are not without merit, but engagement is not directly causal of sales rates. What should marketers consider instead?

The number of young people using TikTok as a search tool – almost 40% – created a perfect opportunity for TikTok and its competitors to introduce search ads. 

Marketers must decide how to balance priorities to maximize investments across multiple channels when the distinctions hold no real meaning to customers.

The 2024 election will break advertising and fundraising records, with the Presidential election, every seat in the House and a razor-thin Senate majority on the line.  Ad Impact, a political research company, forecasts 2024 US political cycle spend to cross the $10 billion mark for the first time ever. But with that kind of money […]