L’Oreal’s Digital Transformation Is Far More Than Skin Deep

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L’Oreal doesn’t like the word “programmatic.” “We prefer ‘precision marketing,’” said Lubomira Rochet, L’Oreal’s chief digital officer. Precision, Rochet said, is about something deeper than targeting or frequency capping or the sequencing of messages. While important, those are tactics, not the cornerstones of a strategy. “But precision advertising goes beyond programmatic,” she said. “For us,Continue reading »

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MGM Resorts Lays The Foundation For A Unified Data Strategy

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MGM Resorts International’s media, ecommerce and analytics teams used to work in silos. “You’d have one team in analytics sending out reports … and separate product owners doing A/B testing and data management,” said Sylvester Obafunwa, the company’s director of digital analytics. “In the past, a lot of our [tech] integration was also primarily focusedContinue reading »

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McAfee: The Goal Of Good Content Is To Educate, Not To Sell

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B2B buyers are doing more of their product research online – and that was becoming a problem for security software provider McAfee. “We could grow the business when we had a seat at the table with our install base,” said Lisa Matherly, VP of content marketing at McAfee. “But when potential customers were conducting their researchContinue reading »

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What Brand-Safe Marketing Means To New York Life

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New York Life is in the insurance business – but the brand also has to protect itself. Marketers today have several metrics to juggle in their digital buys: Fraud, viewability and context top the list. But it’s not enough to monitor these metrics; brands need to take action. Natan Cohen, New York Life’s corporate VP ofContinue reading »

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Shutterfly CMO On How Data Became The Lifeblood Of A ‘Web 1.0’ Ecom Brand

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Nearly 20-year-old photo-sharing brand Shutterfly “probably shouldn’t have made it” in a modern mobile world – and that’s the company’s CMO talking. But despite competing with Apple, Google and Facebook, and needing to match new consumer behavior, Shutterfly’s revenue is up. The early “web 1.0 ecommerce company,” as chief marketing exec John Boris referred to it,Continue reading »

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Inside eBay’s Repositioning As A Modern Ecommerce Platform

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When eBay launched 22 years ago as an auction platform where buyers bid on used items, it disrupted online shopping. But as consumer shopping habits evolved and ecommerce became table stakes, eBay’s brand and marketing strategy needed a refresh to compete with new entrants. Despite tough competition and a slow pivot to ecommerce, eBay’s revenuesContinue reading »

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Lenovo Boots Up A Digital Strategy

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Device manufacturer Lenovo wants its advertising to start contextually relevant conversations with its consumers, rather than blast them with one-way messages about its brand. “Sometimes, brands go wrong [by] looking at digital media in very a traditional way, like spending TV media online or taking ads and looking for display space,” said David Roman, chiefContinue reading »

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How AB InBev, Spark Foundry And Condé Nast Assess Data Quality

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Advertisers, agencies and publishers agree that the bar for better data quality has never been higher. Yet the quality of many third-party data sets is questionable, and advertisers don’t always know what they’re getting when they purchase it. Here’s how Anheuser-Busch InBev, Publicis agency Spark Foundry and the publisher Condé Nast are all vetting dataContinue reading »

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T-Mobile Goes Up To Bat For A Home Run With Omnichannel World Series Campaign

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As the Houston Astros and Los Angeles Dodgers gear up for game three of the World Series on Friday, T-Mobile will be eagerly awaiting the game – and watching its Twitter feed. The wireless carrier is using Major League Baseball’s postseason to promote its home runs for hurricane relief (#HR4HR) campaign, through which it pledgesContinue reading »

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