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data-driven marketing

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With so much content being published in a day — some counters estimate about 7 million each day on average — it’s safe to say that not all content performs equally.  Content performance can also go beyond simply pageviews — it depends on your goals. Was your content meant to build your brand as an authority in your niche? Was the goal to inform and educate? In most cases, your content’s purpose is probably to…

Third-party cookies have long been the way marketers and advertisers collect and analyze data to serve personalized ads to their target audience. However, because these cookies utilized such personal information about each internet user, there have been increasing privacy issues and concerns. Because of this, third-party cookies are going extinct, which means it’s time to find new ways to plan advertising campaigns that work. Read on to learn more about the coming end of third-party…

Without proper contact management, your ecommerce marketing efforts can feel like trying to dribble a basketball — without hands. Through recording customer data, contact management drives marketing, sales, product development, and just about anything a company does that requires consumer insight. While it doesn’t get the same kind of attention other marketing and sales tools do, contact management plays such a critical role that it’s impossible to ignore it. Still, today’s complex ecosystem of apps,…

If there’s one constant in online marketing — or life in general, actually — it’s change. Marketers are conditioned to adapt to everything, from algorithms changing and channels rising and falling, to acronyms coming in and out of popularity and strategies constantly evolving. But the silver lining is while these changes can be challenging, they also yield opportunities. Now in 2021, marketers are facing another dual challenge and opportunity: the death of third-party cookies, resulting…

The only constant in digital marketing is change. The most recent example is Apple’s announcement that iOS 14, an update that changes the way apps ask for and collects user data, is launching in early spring. Basically, this update requires each person using an Apple device to give consent that their user and device data can be tracked by each app individually.  As you can imagine, this is causing quite a stir for digital marketers…

The year 2020 brought significant changes to how we live and work, including a seemingly never-ending amount of time at home. This ultimately shifted online consumer behavior like never before. We went from searching travel destinations and restaurant reservations to lockdown-friendly alternatives like recipes, hobbies, and pets.   With 1.2 billion shopper profiles at our disposal and the ability to make more than 80 billion daily AI-based predictions, AdRoll is well-positioned to reflect on how…

Customer data is integral to e-commerce marketing and driving revenue — yet brands that collect this information from touchpoints throughout the consumer journey often end up with customer intel stuck in silos and duplicated conversions between channels. The cost of this can be staggering in terms of productivity. Marketers can waste precious hours searching for information across databases, lose sight of the bigger picture through information overload, and struggle to set priorities or determine next…

Greek philosopher Socrates famously coined the phrase, “Know thyself.” Since ancient times, it’s been a call to know who you really are and to stay true to those values in order to lead an optimal life. But for brands, this is only half the battle.  The U.S. alone has more than 380 million consumers. Research shows their attention span averages eight seconds, so getting your brand message across to the right consumers can be a…

A recent report predicts that almost $10 billion will be spent in political advertising this year. That’s $3.6 million more than the most recent election year in 2016. No matter which channel you’re on, you can expect a huge increase in political content in the coming months leading up to the November 3rd vote.  It’s not all bad news, though. Our team dug into the data and found that the election year actually had no…

To reiterate from the previous post, attribution helps marketers get the most from their marketing efforts, by understanding the customers’ journey and identifying valuable touchpoints that lead to conversions. This information is critical to creating more effective ad campaigns and boosting revenue. Data-driven attribution is the state-of-the-art attribution technology that enables companies to accurately analyze marketing performance and optimize campaigns to achieve maximum ROI. For more from our attribution series: Attribution Modeling 101: Finding the…