It’s safe to say that eight months ago, no one could have predicted what 2020 had in store, both in terms of the macroeconomic climate and the digital advertising industry. Mere months into the year we were faced with a global pandemic and worsening recession. What’s more, the impending deprecation of third-party cookies and increasing […]
Personalised customer experiences have come to define how brands are perceived, and understanding customer data has never been more important. A challenge for many brands is having access to this consumer data to drive these personalised experiences. The everyday consumer produces data at an exponential rate that spans a multitude of digital touchpoints leading to […]
Everyone’s talking about people-based marketing these days. On the surface, it does seem like quite a simple and rather obvious concept to grasp – it’s all about people, and how we can harness data to deliberately reach the right audiences. However, this simple concept may not be so simple in practice. The unfortunate reality is […]
Successfully using data to deliver on business goals is never just a matter of data. Leveraging data also means thinking about everything that sits around it, from how it’s collected and stored, to the organisational changes needed to support its use, to the tools and technology required to realise its value. In previous posts, I’ve […]
The importance of interoperable identity in reaching key audiences for high-impact, revenue-generating convergent TV campaigns This blog is written in conjunction with Kailey Hoo, Vice President of Product Development at OpenAP. With connected TV (CTV) poised to grow by more than 14% in 2023, to a total share of nearly a quarter of all ad […]
Mobile has become an increasingly important consumer touch point, and the global pandemic has made the mobile experience all the more appealing—a one-stop-shop for content, commerce, and entertainment. As engagement on mobile continues to grow, and mobile device makers evolve their policies in response to a rapidly changing privacy landscape, app publishers must adapt to […]
Attribution is the practice of tracking and valuing all marketing touch points that lead to a desired outcome. The expansion of marketing channels and tactics has left marketers asking, “what’s working and what’s not?” In our recent blog we analysed the true definition of attribution and the various subcategories that relate to marketing measurement. This blog explores […]
By now, we all know that quality data is the future of business, and of marketing in particular. It’s how brands understand who their customers are, and how they get the right messages in front of the right consumers at the right point on their path to purchase. In 2023, leveraging data is table stakes […]
Understanding your customer journey is the core marketing task of the 21st century. Where before it was essentially a “black box” with campaigns going in and sales (hopefully) coming out, digital media and its associated data have shone a light in and started to illuminate what’s actually going on. But as we’ve seen in the […]
“Wisdom comes from knowing how much you don’t know”. That’s the sort of sentiment that crops up on motivational posters, usually accompanied by an image of space, but it’s also crucially important to the way companies should think about their data. In my previous post I talked about how marketers can start building direct relationships […]
