Marketing Innovation Blog

Marketing Innovation

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

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 ...

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 Ad Fraud Impacts Your Measurement, with Dr. Augustine Fou

This is part two of our interview with Dr. Augustine Fou, digital ad fraud researcher at Marketing Science Consulting Group. For the first part, click here. Ad fraudsters not only steal your ad dollars—they also mess up your marketing analytics and prevent you from truly understanding the impact your digital has on sales. Thankfully, the tools ...

4 Questions You’ve Always Had about Ad Fraud, with Dr. Augustine Fou

Ad fraud is a hot topic among digital marketers right now—and for good reason. No marketer wants to serve their most compelling ads to fake viewers, wasting their budget and skewing their attribution. But what’s a digital marketer to do? We sat down with Dr. Augustine Fou, digital ad fraud researcher at Marketing Science ...

What is Closed-Loop Measurement?

Marketers are always looking for ways to improve. It’s in our blood. The good news is, with the proliferation of data, digital marketers have never been in a better position to dig for insights and reap their benefits. Closed-loop measurement takes advantage of the customer data you’re sitting on, so you can understand how your ...