In the absence of laws and regulations that are directly applicable to mobile tracking, industry leaders need to identify what issues are raised by the channel and develop best practices for its members, he says.
Who owns mobile data - Advertisers? Agencies? Publishers? Walled garden platforms? Data intermediaries? Are brands and agencies successful in bridging the data chasms of a post-cookie world?
Keith O'Brien discusses the ramifications from last night's House Democrats live stream on gun violence. He discusses how it impacts politics, C-SPAN, broadcast media, and brands.
With its youthful audience and authentic content, Snapchat offers marketers several benefits; however, its limited metrics can leave them wondering whether the channel is worth their while.
Each second, Apple Watches, Fitbits, and other wearable devices are collecting reams of personal data. Tech-savvy marketers today say those insights are fueling a new wave of increasingly effortless, seamless shopping experiences.
The Internet of Things is well known, but not well understood. Here's everything marketers need to know before diving into this latest tech trend.
The retail home improvement chain reaches its customers through smartwatches and smartphones to meet shoppers' needs anytime and anywhere.
The theater media company, known for its print show guides, launches a new mobile app to provide patrons with timely, contextually relevant content before, during, and after performances.
Mobile has helped the fitness equipment manufacturer quadruple the customer product registration data it collects—data that it uses to garner cross-sales.
The sports media company debuts an app-to-app implementation that enables sports fans to purchase tickets to upcoming games.
Mobile has been a game-changer for this tire company. Here's how the organization spins the channel to capitalize on key moments throughout the shopper journey. Plus, six tips on how to get started.
New data suggests that consumers plan to use their smartphones to shop during small windows of free time this holiday season, rather than during the traditional one-day rush.
When it comes to social media, there certainly isn't a lack of choices for marketers. But picking the right platform isn't as difficult as you might think.
How the movie and game rental company is driving convenience, personalization, and engagement across channels.
The U.K.-based fashion app links digital and in-app experiences to create a more seamless customer experience—and prevent drop-off.
The nature of our work — especially as marketers — has changed profoundly over the last several years. Companies are getting bigger, with systems and teams increasingly spread out across the globe.
Platforms like Google and Facebook, not apps, will control mobile minutes and, in turn, the mobile universe, says a Forrester report.
Mobile has the ability to empower brands to follow their consumers along their purchase journey. But which points are most vital? And how do you connect the dots between mobile advertising, mobile consumers, and their purchasing behavior?
Company of the Week
SK&A is a leading provider of U.S. healthcare information solutions and databases. As part of IMS Health, SK&A researches and maintains contact and profiling data for over 2 million healthcare providers, including 800,000+ prescribers. SK&A's data supports research and marketing initiatives for life sciences, medical device, managed healthcare, direct marketing, publishing, education and more. SK&A's proprietary databases are telephone-verified twice per year from its world class Research Centers. SK&A enables multi-channel marketing and sets the standard for data quality and reliability. SK&A's customers include many of America's most recognized healthcare, publishing and pharmaceutical institutions.