Both perceived customer demand as well as internal demands for accountability and measurability are driving personalization efforts. This report explores how marketers are using data to optimize omnichannel experiences for consumers, and what consumers think of these personalization efforts.

To deliver an effective customer experience, marketers must first identify their customers and audiences. This report focuses on how marketers identify audience segments and target groups today.

This report will guide marketers through a customer journey mapping exercise and explore why and how different content can be implemented throughout the life cycle.

In his two years in the role, Dunkin' Brands’ CMO Tony Weisman has led the company through a rebrand, updating Dunkin’s image to reflect its growing beverage priorities; expanded brand partnerships, working with companies that may not seem obvious for a business focused on drinks and donuts; and become laser-focused on user-generated content (UGC).

eMarketer was pleased to moderate a Tech-Talk Webinar presentation featuring Steve Bagdasarian, assistant vice president and general manager of media platforms and monetization at Publishers Clearing House Media. He discussed the state of performance-based advertising, and why marketers need credible alternatives to their current customer acquisition and lead generation solutions.

Digital ad fraud is being held in check, viewability rates are improving, and brand safety measures are largely effective in the UK. Measuring the success of a campaign, though, must move beyond what is easily measurable.