Data & Analytics
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AI
Using AI-Driven Data Platforms While Remaining Ethical
New data platforms with AI capabilities are promising a greater ability to profile, segment and identify similar audiences for target marketing purposes. However, the use of AI has created concerns around compliance risk and data privacy. Here’s a look at how marketers can continue to behave ethically amid evolving privacy regulations and an influx of new AI-assisted platforms.
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Marketers
Clicking With B2B Customers: 4 Lessons From B2C Marketing
Persuasion techniques that work with consumers can be applied just as effectively to business purchases. Some tools from the B2C toolbox for B2B marketers to deploy include the following.
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Technology
Colgate-Palmolive’s Remains Focused on Testing First-Party Data Strategies
Despite Google’s announcement decision to scrap third-party cookie deprecation, Colgate-Palmolive continues to test and invest in first-party data strategies.
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Technology
The Future of Grocery Shopping: 3 Ways Marketing Technology Can Optimize Sales
Ways that technology can help brands and retail marketers maximize findings from recent shopper marketing research.
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Data Driven ROI
Trends in Evaluating and Measuring Brand Reputation
Katie Paine, CEO of Paine Publishing, discusses the latest challenges, tactics and tools for measuring and evaluating reputation.
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Data & Analytics
How to Avoid Google Penalizing AI-Generated Marketing Content
How to avoid the common pitfalls of poor content, and crucially, AI’s potential to amplify it.
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Data & Analytics
Universal Analytics Back-up: Transitioning to G4 Data Measurement
The transition of data measurement from Universal Analytics to GA4 means that marketers need to focus on what to expect, but also how to avoid losing valuable historical information from UA.
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Data & Analytics
Global Data, Local Impact: Mastering Personalization With a Centralized Data Hub
By establishing a centralized data hub (CDH), companies can ensure all critical global marketing data flows through one central location and is aligned to serve overall company goals.
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Data & Analytics
How to Elevate B2B Buyer Personas Through Strategic Survey Insights
Incorporating advanced survey techniques can significantly enhance the depth and accuracy of your buyer persona insights. Here are some ways that can occur and methods to consider.
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Data & Analytics
Marketing Agencies, Pricing and AI: Why Something’s Got to Give
The traditional agency pricing model is desperately outdated, and AI is forcing a long overdue change. Here’s a potential solution.
