Use Marketing Analytics To Support Your 2023 Marketing Strategy
Marketing analytics is the practice of measuring, managing, and analyzing data from marketing initiatives — including channels, programs, campaigns, and tactics — to improve marketing effectiveness and identify opportunities to optimize short- and long-term objectives. You probably already have basic marketing measurement approaches running — whether it’s last-touch or a 30/60/90-day analysis of your email […]
Learn How Data Clean Rooms Can Uncover Deeper Insights At Our Data Strategy & Insights Event
Learn how data clean rooms can allow your brand to share sensitive customer-level data with trusted partners such as retailers or publishers.
Predictions 2023: Facing Economic Headwinds, The Media Industry Will Consolidate
CMOs will face mounting pressure to demonstrate ROI, pushing media companies to innovate and consolidate in order to protect their share. Read our media predictions for 2023.
B2C Marketing Executives: Focus Your 2023 Marketing Plans On High-Value, Customer-First Strategies
Read a few of our key takeaways on where to invest, where to cut, and where to experiment to create a smart B2C marketing budget in 2023.
Data Deprecation Déjà Vu: Google Delays The Cookiepocalypse (Again)
Regardless of when Google finally kills support for third-party cookies, if you’re not planning to manage these forces now, you’re already behind.
Adopt A New Media Analytics Equation To Measure Omnichannel Customer Behaviors
Pandemic-induced shifts in consumer behavior resulted in a burst of content consumption across emerging platforms — from connected television to streaming radio and beyond. B2C marketers quickly shifted budgets toward these more trackable media channels in efforts to quickly capture the attention — and dollars — of prospective customers. But a new challenge emerged: Relic […]
Data Clean Rooms Add Complexity To The Data Deprecation Conundrum
The flurry of changes in the advertising and marketing ecosystem driven by cookie and ID deprecation, rising walled gardens, and privacy-preserving measures, has B2C marketers scrambling for solutions to help them develop data-driven marketing strategies. Amidst all the changes in the ad ecosystem, we are seeing the emergence of a new tool with the promise […]
Recent Changes In The Media Measurement Landscape Raise Advertiser Expectations
There’s a NASCAR-style race happening in the world of media measurement: Which media measurement platform will be the first to secure the most partners, the most investments, and the most capabilities in time for the newfronts and upfronts? The newfronts and upfronts are annual events where television networks and tech giants dramatically unveil their new […]
Nielsen In Crisis: Missteps At Nielsen Present An Opportunity For Advertisers
Nielsen, the legacy television measurement giant, has provided media companies, agencies, and brands with household media consumption, advertising performance, and audience insights through its “people-powered” panels and metering technology. Advertisers use these insights to measure ad performance and develop their targeted audience strategy. Nielsen had been the media analytics standard until disruption toppled the television […]
Introducing The Forrester Wave™: Marketing Measurement And Optimization Solutions, Q1 2022
Joe Stanhope and I are excited to announce the publication of The Forrester Wave™: Marketing Measurement And Optimization Solutions, Q1 2022. This report evaluates the top 10 vendors’ current offering, strategy, and market presence for their unified measurement and optimization solutions. The 2022 Forrester Marketing Measurement Wave evaluation will help B2C marketers select the best […]
Jump-Start Your 2022 Marketing Measurement Strategy With A Focus On Precise And Actionable Insights
Learn three steps to improve your marketing and media measurement strategy in 2022.
Google Is Still In The Driver’s Seat With Topics, Its More Transparent FLoC Replacement
Will Google Topics be a curveball in advertisers' data depreciation plans? Read to discover what the FLoC replacements means.
Proposed Surveillance Advertising Ban, Meet Contextual Targeting
A proposed US law banning surveillance advertising emphasizes that marketers need to invest in contextual advertising, zero-party data, and other less invasive ways to gain audience insights.
Google Delays The Cookiepocalypse: A Data Deprecation Update
Confused by the recent update to Google's Privacy Sandbox timelines? Get the key takeaways and recommended next steps.
Follow Four Steps To Prepare Your Marketing Practice For Data Deprecation
Consumer data deprecation is poised to upend B2C marketing. Take these four immediate actions to prepare your data-driven marketing practice.
Don’t Let Google’s Announcement Distract You From Your Data Deprecation Plans
Google announced on Wednesday that it will not build alternate identifiers to track individuals as they browse across the web, nor will it use them in its products. Within 48 hours, some of adtech’s biggest stocks took a steep dive. But is the market’s concern warranted? We think probably not — there’s a lot of […]
With Data Deprecation Picking Up Steam, B2C Marketers Must Rethink Their DMP Strategy
Google’s intention to deprecate the third-party cookie will drastically impact modern marketing. And data management platform (DMP) core capabilities of audience creation, targeting, and syndication will be obsolete unless DMPs evolve to meet current data restrictions.
Put Your Customer First When Building Your Pandemic-Proof Marketing Strategy
Senior Analyst Tina Moffett provides B2C marketers three short-term strategies to employ during these unprecedented times.
Modern Marketers Must Manage Measurement
Measuring marketing performance is not just a tongue twister; it’s hard work. Channel-specific metrics cause headaches, and reporting is a hodgepodge of data sources and dashboards from multiple martech and measurement tools. It’s even harder to align marketing performance metrics with customer-focused business objectives, but marketers can no longer pat themselves on the back for […]
FORRward: A Weekly Read For Tech And Marketing Execs
It’s Time To Treat The Discipline Of Software With Respect This isn’t another dig into an already told story about Iowa’s failed app. By now, everyone knows that the app — designed to collect caucus numbers in Iowa — bombed brutally (it ruined the nights of 1,600 caucus managers and countless others). Our insight: We must better embrace the challenges and importance of software with structures that […]