Marketing Innovation Blog

How to Approach Mobile Personalization

It’s far from an industry secret that the explosion of data and ubiquitous use of mobile has transformed marketing. What brands have been slower to pick up on, though, is how combining the two could garner significant gains in improving customer engagement with mobile personalization. “There has been a dramatic increase in the demand ...

Four A/B Testing Best Practices

A/B testing is at the core of evidence-based marketing. Learning how to conduct A/B tests that provide valid and generalizable results is a long-term commitment. However, it’s worth the time put in because ultimately, a solid A/B testing program can drive significant business impact. There are many reasons to A/B test, and one of the ...

It’s a Match! How to Build a Second-Party Data Relationship

Everyone loves the start of a new relationship. Business partnerships are no different, and the second-party data relationships forming today certainly bring with them familiar feelings of optimism and promise. More specifically, brands today are recognizing the opportunity to join forces both when there’s a significant overlap with their own customer base and also ...

Every Brand Needs Virtual CRM for People-Based Marketing

[Editor’s note: This article has been reposted with permission from MarTech Advisor. View the original article here.] “Know thy customer” might be the chief commandment of the modern business era. The proliferation of Salesforce and new platforms claiming to be “Salesforce for X” demonstrate that Customer Relationship Management (CRM) is top of mind for companies ...

Three Ways to Prepare Your Marketing Data Strategy for the Future

This is a guest blog by David Dowhan, CEO and founder of TruSignal. In the months since California’s new privacy law, GDPR, Cambridge Analytica, the end of Facebook’s Partner Categories—shall I go on?—martech has become wary about the data they leverage for omnichannel audience targeting. That’s because changing regulation and sudden modifications to platforms like ...

INFOGRAPHIC: What is Advanced TV?

Until recently, TV reigned supreme in its dominance of advertising dollars. Only last year did digital leapfrog TV in ad spend. There’s a reason for that. While targeting capabilities have become vastly more sophisticated across virtually every digital channel, traditional linear TV is largely the same in 2018 as it was in 1978, relying on ...

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