The Wrong Incentives Are Killing Your Marketing

“Brand Aware” explores the data-driven digital ad ecosystem from the marketer’s point of view. Today’s column is written by Alex Weinstein, senior vice president of growth at Grubhub and the author of the Technology + Entrepreneurship blog. CEOs have complained for decades that half of marketing spend is wasted, and we don’t know which half. Despite the move to digital,Continue reading »

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Is First-Party Data Collateral Damage For Stricter Third-Party Privacy Policies?

“Brand Aware” explores the data-driven digital ad ecosystem from the marketer’s point of view. Today’s column is written by Sachin Puri, senior director and global head of performance marketing at StubHub. The cookie, the technology that powers the internet and digital advertising, has never faced such serious risk. The burgeoning concerns about user privacy andContinue reading »

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Marketers, Your CFO Is Your Ally, Not Your Enemy

“Brand Aware” explores the data-driven digital ad ecosystem from the marketer’s point of view. Today’s column is written by Alex Weinstein, senior vice president of growth at Grubhub and the author of the Technology + Entrepreneurship blog. Many marketers have chosen our profession because we love the creative aspect of our work. We worship theContinue reading »

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Don’t Lose The Human Touch When Using Marketing Automation Tools

“Brand Aware” explores the data-driven digital ad ecosystem from the marketer’s point of view. Today’s column is written by Emily Ketchen, regional head of marketing, Americas, at HP. Automation tools have changed marketing forever and for the better. Artificial intelligence (AI) and machine learning innovations allow marketers to reach our customers more pointedly than ever.Continue reading »

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Data Lessons From Walmart: What We Can All Learn From Retail

“Brand Aware” explores the data-driven digital ad ecosystem from the marketer’s point of view. Today’s column is written by Madelyn Mills, director of marketing platforms and analytics at Providence St. Joseph Health. Having worked in the healthcare industry for several years, it’s fair to say we’re facing turbulent times, with regulatory uncertainties, rising costs, decliningContinue reading »

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Your Money Is No Good Here: Why Brands Should Redirect Their Investment From Lookalikes

“Brand Aware” explores the data-driven digital ad ecosystem from the marketer’s point of view. Today’s column is written by Yannis Barros, senior associate, performance marketing, at M.Gemi. Innovation in audience generation helped build ecommerce brands from the ground up. Think back to when event pixels granted marketers the power to hit prospects similar to pastContinue reading »

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What People Get Wrong About In-Housing

“Brand Aware” explores the data-driven digital ad ecosystem from the marketer’s point of view. Today’s column is written by Josh Palau, vice president of media strategy and platforms at Bayer Consumer Health US. In-housing isn’t a fleeting trend or small blip on the radar. This is a new way of working that is critical toContinue reading »

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As AI Expands Across Advertising, Marketers Must Mitigate Unconscious Bias

“Brand Aware” explores the data-driven digital ad ecosystem from the marketer’s point of view. Today’s column is written by Emily Ketchen, regional head of marketing, Americas, at HP. Anyone who has raised a child knows that along with the pride and joy of watching them mature comes the sinking disappointment of seeing your own faultsContinue reading »

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Why Marketers Do Things They Can’t Measure

“Brand Aware” explores the data-driven digital ad ecosystem from the marketer’s point of view. Today’s column is written by Paolo Provinciali, head of US Media at Anheuser-Busch InBev. With increasing amounts of data available in our profession, being a data-driven marketer has become a badge of honor in the industry. Yet, in spite of celebrating aContinue reading »

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Measuring Experiential Marketing: Finding Tangible KPIs In Ephemeral Experiences

“Brand Aware” explores the data-driven digital ad ecosystem from the marketer’s point of view. Today’s column is written by Emily Ketchen, regional head of marketing, Americas, at HP. For experienced marketers, reaching consumers has often been about the numbers. The basic strategy is to develop a product marketing plan and then observe related spikes inContinue reading »

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