Data-driven marketing Archives

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.

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.

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.

Data Driven ROI

How Unilever Is Investing in Innovation Across Its Media Plan

How the CPG brand is allocating media investment to support innovation.

Data Driven ROI

How The New York Times’ Data Strategy Enables a Full View of the Customer Journey

How The Times’ data strategy supports a view of the customer journey from end to end.

Data & Analytics

SmileDirectClub CMO Talks TikTok Strategy, Pandemic Marketing and Data Applications

CMO John Sheldon discusses the brand’s success with TikTok, how marketing has evolved over the pandemic, new data-driven strategies and social media’s advantage within a privacy-focused marketplace.