How The NHL CMO Is Bringing Hockey Fever To The Desert

In 2017, the National Hockey League debuted its newest franchise, the Las Vegas Golden Knights. But not only did the NHL have to localize its message in a new market, it had the bigger challenge of reaching a digital-first fan base. Which means NHL CMO Heidi Browning, who is tasked with expanding interest and audiencesContinue reading »

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The Complete Guide To CDPs

“The Complete Guide to CDPs” is presented by mParticle. The customer data platform (CDP) is the new “it” acronym, an emerging technology commanding a recent deluge of analyst and investor interest of late. The CDP category is largely undefined – no specific features and functions definitively characterize a CDP. “People are defining it the wayContinue reading »

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For Publishers Clearing House, First-Party Data Is The Ultimate Prize

Most people know Publishers Clearing House (PCH) for marketing magazine subscriptions and million-dollar sweepstakes prizes, but it’s also a bonafide publisher. The company has scaled to about 1.6 billion impressions per month, and out of its $1 billion in revenue each year, about 50% of its profits comes from media, said Steve Bagdasarian, GM ofContinue 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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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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Merkle’s Global COO On Navigating Platforms, Publishers And Cloud Stacks

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As the global COO of Merkle, Michael Komasinski keeps the proverbial engines running both internally and in the agency’s services business. After joining Merkle in 2015 from his post as COO of Razorfish North America, Komasinski helped drive 30% revenue growth across the business in 2016. Komasinski also was largely responsible for leading the integrationContinue reading »

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For Verizon, Customer Experience Combines Data And Design Thinking

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In April, Verizon joined the ranks of Apple, Samsung, Citi and other enterprises when it hired its first chief customer experience officer. For the role, it tapped Disney and Capital One alum Scott Zimmer to help connect the dots between all channels that Verizon consumers come across. Unlike CRM, which originated in the late ’90sContinue reading »

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P.F. Chang’s Dishes Up A Digital-First Data Strategy

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While P.F. Chang’s first order of business is stir-fry, it’s also cooking up a fresh data strategy to support its new brand push. As the owner of 212 Asian-themed concept restaurants around the globe, P.F. Chang’s strategy – and its custom-built technology stack – once primarily catered to the dine-in audience. “As takeout and third-partyContinue reading »

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Fluent Aims To Help Database Marketers Embrace ‘Audience’

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Digital ad players from AOL to Facebook have given lead-gen ads a try, but one company built an entire business around it. Fluent has remained relatively quiet since it was acquired by information services company IDI, now Cogint, for $100 million. The company was on a $140 million (gross revenue) run rate at the timeContinue reading »

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