Direct marketers love their quantitative measures, but qualitative insights can be just as revealing.
Here are the data and analytics lessons to carry into the New Year.
MRC's lifting of its viewability advisory for display does little for users of pre-roll video, says company's co-founder.
The million dollar question: How does a marketer measure how much an ad on one channel influences purchases through another channel?
Creativity in the age of marketing accountability.
Despite recent debate as to the dubious viability of Facebook ads, a comScore report released on June 12 finds the contrary.
Google introduced the Brand Activate Initiative, designed to promote an alternative way of measuring the audience for online media by implementing metrics similar to those used in television, said Neal Mohan, Google's VP of display advertising, at Ad Age Digital Conference in New York.
Lead nurturing is about cultivating leads that aren't ready to buy and keeping prospects engaged by providing relevant content.
Brand marketers who favor creative ads that run at scale should not believe digital media to be the domain of direct-response advertisers and ignore the channel's capabilities, said the heads of two industry trade organizations at the "Digiday Agency" event on Dec. 12 in New York.
Two longtime marketers weigh in on whether or not brands should keep print catalogs in their marketing mix.
Become an email rock star by following these four tactics.
Are marketers effectively using email to get closer to their customers? If email is the least expensive, most trackable and easiest way to understand customer behavior, why aren't more marketers using it to its full potential?
Despite using social media networks such as Facebook and YouTube to broaden the reach of its "Talking Baby" campaign, E-Trade is not worried about measuring the channels' ROI, said Nicholas Utton, EVP and CMO of the company, on June 20.
Edible Arrangements' VP of marketing explains how the fruit franchiser targeted men for the first time last year
Social media marketing can produce significant return on investment when it is done well, but many companies jump into it without setting clear objectives.
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