masters of marketing

By implementing the anti-MFA playbook detailed in the ANA’s November report, brands were able to reduce the portion of their programmatic budgets going to made-for-advertising sites to about 1%.

For a CMO, convincing the CEO or CRO to put more money toward marketing is a tall order. Because it’s difficult for marketing to prove ROI, large organizations often squeeze the budget. That’s changing. When Denise Karkos became CMO of TD Ameritrade, she told her board upfront that she planned to invest in data, analytics […]

Johnson & Johnson saw the writing on the wall when it began marketing in a digital world. The 130-year-old CPG giant was born and raised in what Alison Lewis, CMO of J&J Consumer Brands, called a “right-handed world.” “We were dominated by brick-and-mortar, Mom was the CEO of the household, big players used size and […]

“We need CMOs to turn up the leadership dial,” Association of National Advertisers CEO Bob Liodice told attendees during his opening keynote at the Masters of Marketing conference Thursday. Liodice rattled off a litany of problems familiar to the contemporary marketer, including fraud, viewability, privacy, talent shortages and poor creative, that have withered the effectiveness […]

Marketers love data, but there are still ways it can fail them. Marketers need to push themselves and their agencies to be accountable for sales, not false metrics often used as proxies for actual sales, said speakers at the ANA’s Masters of Marketing conference in Orlando, Fla., this week. “My No. 1 goal is to align […]

“Marketer’s Note” is a weekly column informing marketers about the rapidly evolving, digital marketing technology ecosystem. It is written by Joanna O’Connell, Director of Research, AdExchanger Research.   Having just returned from the three-day ANA Masters of Marketing conference, held this past weekend in Phoenix, I thought it worth sharing my thoughts with marketers on what […]