As advertising grows and evolves so does the role and importance of measurement. The watchword today is attribution.
Some quick info hits to keep you up-to-date, including the percentage of consumers who open retailers' emails almost every time they receive them.
The IAB's Sherrill Main talks attribution models, word of mouth, and the questions marketers need to be asking themselves.
The marketing power in your customer base comes down to economics—or, in another word, value.
From segmentation to measurement, the wrong approach to marketing essentials can hamper performance.
Some quick info hits to keep you up-to-date, including the number of companies that have a chief marketing technologist.
Measuring marketing performance is a must now more than ever before.
Tracy Stokes is an unapologetic brand-builder. We asked for her account of accountability.
Lion Brand Yarn builds off its loyal customer base in a changing social media landscape.
Some quick info hits to keep you up-to-date, including the number of marketers who are satisfied with their company's ability to measure ROI.
From day-to-day media buying to big picture planning, attribution provides marketers with the analysis and recommendations they need to continuously improve marketing results and ROI.
Ultimately, aligning marketing strategy to short- and long-term ROI targets requires a fundamental shift in mind-set.
Myriad data issues stand in the way of some marketers' ability to effectively measure ROI.
More and more, consumers are bombarded with messages—what stands out is how marketers are slowly taking up the concepts of offer optimization.
Systematic testing and measurement—even at today's Internet speed—is essential to the continuous improvement of marketing results.
Direct marketers should adopt, in conjunction with Big Data, the concept of Big Measurement.
Customer-focused, integrated messaging is the key to long-term customer engagement.
Customer lifetime value is a common metric that—if calculated correctly—offers insight into building a customer strategy.
In the early days of the Web, the "online marketplace" seemed to level the playing field between Fortune 500 B2B organizations and smaller companies. Then, the online world exploded at a remarkable pace.
When utilized properly, social media generates awareness, consideration, loyalty and advocacy — all of which can be measured.
To break the innovation delay, we all need to do a better job of embracing new measurement technologies.
AOL will guarantee audience delivery for online video marketing campaigns across AOL's properties, said Charles Gabriel, VP of sales at AOL Video.
Twenty percent of b-to-b marketers don't measure the effectiveness of their campaigns, particularly when it comes to generating marketing-sourced sales leads, said Adam Blitzer, COO of Pardot, a marketing automation company that specializes in b-to-b.
DRTV no longer exists in a vacuum. The advent and wide usage of social media has seen to that — which means it's more important than ever for direct response TV marketers to integrate social media into their strategies. Our expert columnists weigh in.
According to a recent survey conducted by Epsilon, 35% of retailers currently offer digital receipts, also known as electronic receipts.
Imagine that you're about to interview a prospective new hire. You've read their resume, been briefed by HR and are feeling confident that your recruitment team has done their job well. Now, tear up the resume and step away from your desk. It's time to find out what the true value of this candidate is: their "ROL," or "Return on Life."
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.
Email appending gives you the ability to reach your postal-only contacts by email.
The Nielsen Co. acquired Marketing Analytics in a deal that closed August 8. Marketing Analytics tracks and correlates marketing initiatives and product sales to measure ROI.
Measuring social media effectively is vital to understanding what impact your efforts are having on your business goals. What steps should you take to ensure your company is tracking your social media efforts in a way that makes sense for you?
Company of the week
As the leading source for direct marketing youth data, alloyASL connects your brand to consumers with extensive and unparalleled industry expertise in data content, aggregation and analytics of the youth, young adult and student demographics.
Retailers' Thanksgiving Day sales pitches came in heavy via email.
Key passages from the mailing industry's anti-exigency appeal to the Postal Regulatory Commission.
The fast casual restaurant chain relies on digital to drive in-store traffic and sales for its seasonal menu.