data-driven marketing

There’s a lot of healthcare data out there. The challenge is knowing how to access and make use of it while complying with privacy regulations.

Artificial intelligence has become marketing’s favorite headline. Every platform, publisher and technology partner now promises “AI-powered” solutions that will make campaigns smarter, faster and cheaper.

Marketing has evolved dramatically – from one-size-fits-all tactics to today’s hyper-personalized, data-driven strategies. But now we’re reaching another inflection point. For years, marketing teams have invested in turning data into insights. Yet a persistent problem remains: The path from insight to action remains too long and fragmented.

IPG’s marketing intelligence firm Kinesso has hired Dr. Femi Olu-Lafe as the SVP of culture and inclusion. Olu–Lafe was brought on to push the needle on diversity, equity and inclusion (DEI) initiatives across Kinesso and its sister IPG companies, Acxiom and Matterkind.  Olu-Lafe – previously a senior leader and DEI consultant at YSC Consulting and […]

If there’s one thing that gets Martin Sorrell’s goat, it’s the accusation that he doesn’t care about creativity. “People say I’m a bean counter or an accountant, and I don’t mind that, they’re just having a dig,” said Sorrell, executive chairman of S4 Capital, the digital-focused holding company upstart he founded on his exit from […]

Product and marketing go hand in hand at OkCupid. There’s a dotted line between user engagement, platform tweaks and the deployment of marketing dollars to reach specific types of users, mainly on social channels like Facebook, Instagram and Snap, said OkCupid CMO Melissa Hobley. “Our product truth is that we create experiences based on depth, […]

BBDO isn’t known as a data-driven shop. But the Omnicom-owned creative agency is working hard to change that perception. There’s a certain “muscle memory” among clients who view their creative agency as separate from their digital agency or the people they work with on measurement, said BBDO vet Crystal Rix, who was promoted to chief strategy […]

Mary Hennen will speak at AdExchanger’s Omni.Digital conference in Chicago on September 8. At home design retailer The Tile Shop, “The very foundation of everything we’ve done is understand who our customers are, and who they’re not,” said Mary Hennen, VP of marketing and ecommerce. Minneapolis-based The Tile Shop has 117 locations in 31 states, and first-party data is […]

As agencies face increasing pressure to produce more content with shrinking budgets, some are streamlining production with in-house capabilities. At least, that’s what WPP had in mind when in 2009 it partnered with Hogarth Worldwide, a global marketing implementation firm. As a sister organization to WPP, Hogarth acts as a production and global distribution resource […]

An underlying sentiment among the marketers at the Oracle Marketing Cloud Interact show in San Francisco this week was how to move away from “channel optimization” to maximizing customer lifecycle value. Many agreed change management is essential to avoid thinking of channels in isolation – from search to social to display. “When I think about […]

As an industry, data-driven marketing drives $156 billion in revenues and contributes 675,000 jobs to the US economy alone. These figures, published and heralded onstage to thousands of marketers this morning by Direct Marketing Association president and CEO Linda Woolley, were part of a 100-page Data-Driven Marketing Economy report distributed today at the DMA 2013 […]