Marketing Innovation Blog

Marketing Innovation

Keep up to date on the latest announcements, events, and happenings from the connectivity community.

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 ...

How Marketers are Adopting People-Based Marketing—and How They’re Not

Today’s marketers are in a bit of a pickle. On one hand, they need to be everywhere their customers are and readily adopt new channels. On the other hand, they need to bring all of their data and touchpoints together to understand their customer journey and create better experiences. Bridging these two challenges isn’t easy, ...

How Cross-Channel Attribution Works

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 post, we analyzed the true definition of attribution and the various subcategories that relate to marketing measurement. Today, ...

Cross‑Channel Marketing: Going Beyond the Buzz

There is a lot of buzz around cross-channel marketing and reaching your audience “on the right screen, at the right time.” But what does this look like in practice, and where can you find real value? Clarifying Cross-Channel and Multichannel Marketing We often hear multichannel and cross-channel used together, but Forrester’s Joanna O’Connell, formerly of AdExchanger, warns ...