Industry at Large
Smart Data News
The Future of Personalized Marketing: Market Segmentation Psychographic vs Demographic vs Behavioral
Market segmentation has never been so important in creating engaging brand experiences. Understanding the difference in psychographics vs demographics vs behavioral segmentation is a crucial piece of this puzzle.
Building A Marketing Report: 7 Most Common Traps
The benefits of becoming more data-driven in your marketing are widely documented. Businesses that put data at the heart of their decision-making consistently outperform their competition in terms of customer acquisition and retention.
The secrets to unlocking an outcomes-obsessed culture in your organization
Most marketers today say they realize that brand marketing and performance marketing can’t operate in silos. But, in practice, too many of them seem hooked on the instant gratification of performance marketing, despite mounds of academic research and brand testimonials suggesting the returns can be misleading.
Why Now is the Time for Marketers to Tackle Cookie Deprecation
Cookies have helped marketers understand more about what their customers are interested in and in the market for.
What Is Data Visualization: Common Mistakes and Pitfalls
Becoming a data-driven organization starts by ensuring there's a centralized, standardized, and high-quality source of business data. But having good data isn't enough on its own.
Why Gen AI is No Longer a Buzzword For Marketers
Generative AI has become a prominent topic of discussion across every department in businesses around the world.
How To Create An Effective Marketing Dashboard
With many businesses managing more than 10 different marketing channels, trying to effectively optimize cross-channel activity to KPIs can be an overwhelming task.
NIQ Creates Media Division, Hires Busignani to Lead It
NIQ, the consumer intelligence company previously part of Nielsen and now combined with GfK, has launched a Global Media Division, which it says is 'designed to enhance the value advertisers derive from their marketing efforts' - and has appointed Lana Busignani to lead it.
Cross-Team Collaboration: How to Drive a Unified Customer Experience
In the modern world, convenience is a priority. Customers want seamless journeys where brands offer the right information in the right place at the right time, and anything that introduces friction into the mix can prove fatal to the customer journey.
11 Skills Marketers Need To Unlock The Full Potential of Gen AI
In the ever-evolving landscape of marketing, Generative AI (Gen AI) tools like ChatGPT have been a hot topic.
New Year's Resolution: Never share data again
In the ever-evolving world of marketing and advertising, businesses faced a growing need to track individual identities across multiple devices as consumer behavior became increasingly fragmented.
How to Become a Marketing Data Analyst in 2024
Besides the fact that they had to spend ages collecting data from various sources, including actual physical documents, they needed to be highly technical and experienced in various coding languages to be able to do their jobs.
Harnessing data at scale: the prospects and hurdles for audience measurement
Data science has always been a powerful and fascinating discipline for anyone working in media, but it’s about to get a whole lot more interesting.
Insights to Speed Up Marketing Budget Decisions this Planning Season
Is budget planning and proving marketing’s value an intimidating scenario? You’re not alone.
Adapting Modern MMM Techniques to Diverse Industry Requirements
E-commerce providers are marketplaces that sell their own products or products from other brands on their websites. Besides modeling their sales, these companies are also interested in disentangling any brand awareness impact.
Maximising CDP Project Success: The 3 key hurdles
Drawing from years of experience working closely with our clients, we distil invaluable insights into navigating the implementation of a Customer Data Platform (CDP).
Three Ways Marketers Can Capture the Magic of a Barbie World in the Real World
Acxiom, All the world is talking about Barbie, the good, the bad, the ugly. Is this movie too left-wing or right-wing or pushing this agenda or that? All of it can make your head spin and question whether to take your family to see it.
TikTok & TBWA release whitepaper and encouraging businesses to embrace creative and innovation
TBWA, The paper shares how brands who have broken away from ‘best practises’, have discovered the possibilities on newer platforms, and are being rewarded.
Service design: a necessity for human-centered marketing
RAPP, Wait. What’s that sound? It’s the collective clutching of pearls of thousands of advertising and marketing professionals as they contemplate whether AI will negatively disrupt their livelihoods.