Marketing taxonomy is a long-ignored process that several businesses are finally embracing According to the sports brand Under Armour, flexibility, operational efficiency, and scalability are the three truths of marketing taxonomy. Previously, the brand tracked their customer data and marketing campaigns from spreadsheets, which was ineffective. A successful collaboration with Claravine helped them achieve marketing […]
FLX – the innovative network revolutionising the engagement experience among asset and wealth managers – announced a strategic alliance with ForwardLane.com, an AI, data, and analytics platform that personalises the digital client experience, provides revenue and growth insights, and next best action workflows. With this relationship, FLX will provide ‘FLX AI’, a ForwardLane-powered data and […]
ZoomInfo, a provider of go-to-market software, data, and intelligence, launched MarketingOS, an account-based marketing (ABM) platform that aligns sales and marketing teams in a unified system powered by ZoomInfo’s business-to-business (B2B) data. MarketingOS helps marketers target and convert leads into buyers through insight-driven orchestration and personalised engagement across multiple channels, including display and social advertising, […]
TLDR: Recommendation engines can help analyse and predict whether a particular user would prefer a product or not, based on the particular user’s profile and its historical information. Using ML algorithms, a recommendation engine has also proved to improve the business decision making processes and quality. Businesses now are seeking different ways to connect with […]
Supply-Path Optimisation (SPO) is a consolidated view of the programmatic advertising supply chain that cuts unnecessary intermediaries between the advertiser and publisher, increasing the transparency in transactions. Though information is power in the programmatic advertising space, automation of systems has created a double-edged sword. On one end, it automates tasks and delivers results in a […]
There is a growing divide between data analysts and marketers when it comes to trusting their data. Almost a third of marketers don’t trust the data they are given to inform campaigns, according to the latest research from marketing data analytics platform Adverity. A number that rises to 41 per cent among their data analyst colleagues—posing […]
DoubleVerify, a software platform for digital media measurement, data and analytics, has entered into an agreement to acquire OpenSlate, a pre-campaign contextual targeting platform that enables brands to align advertising with suitable or contextually relevant content across social video and CTV, for $150m (£111m). OpenSlate’s solutions provide insight into the nature and quality of ad-supported content […]
CMOs in Israel are looking to build more scalable marketing operations. Here are our top picks of CMOs in Israel who are focused on result-driven strategies. Israel’s economy is a high-tech powerhouse run by tech and data-oriented Chief Marketing Officers (CMOs). Driven by the culture of innovation, the economy bounced back with 15.4 per cent […]
According to a recent report from Edelman, only 34 per cent of consumers say they trust the brands they buy. So it would seem that years of exposure to traditional advertising have made consumers wise and wary of brand messaging. While the pandemic changed customer behaviours and the long lockdowns helped many re-prioritise life, it […]
In keeping with the changing privacy landscape, Google Ads has introduced a data-driven model as the default attribution model. Now, marketers can observe how much credit each ad interaction is responsible for in leading to conversions. Marketers need new measurement approaches that meet their objectives and put users first, especially in the changing privacy landscape. […]
