Big Data
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Getting Smart About Artificial Intelligence
This report highlights five best practices for marketers and advertisers as they evaluate the use of artificial intelligence and machine learning technologies in their operations.
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What Brands Need to Understand Before They Execute Dynamic Creative Optimization
Today marketers have a treasure trove of customer data that they can use to target their messaging. But the next step in ad personalization is dynamic creative optimization, which allows for more effective customization of the consumer ad experience. Greg Sobiech, founder and managing partner at digital consultancy Delve, spoke with eMarketer's Nicole Perrin about what's involved in dynamic creative optimization and the hurdles to execution.
Greg Sobiech
Founder and Managing Partner
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What Are Important Key Performance Indicators for a Marketing Data Dashboard to Track According to Companies Worldwide? (% of respondents, April 2019)
Implementation Status of Marketing Data Dashboards at Companies Worldwide, April 2019 (% of respondents)
Do US Marketing and Technology Professionals Feel Their Company Has the Technology and Infrastructure in Place to Support Their Data Needs? (% of respondents, March 2019)
How Do US Marketing and Technology Professionals Classify Their Company's Data Maturity? (% of respondents, March 2019)
How Well Do US Marketing and Technology Professionals Feel Their Company Understands Their Customers? (% of respondents, March 2019)
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Xaxis CEO: Data Privacy Concerns Driving In-Housing Activity for Some Advertisers
Apr 30, 2019
With consumer privacy concerns at an all-time high and US regulation a certainty, advertisers must shift from a "bigger data is better data" mentality to a more mindful data-driven marketing focus. We spoke with Nicolas Bidon, CEO of WPP’s agency trading desk Xaxis, about how this transition inevitably leads to in-housing for some marketers—and why that’s not necessarily a bad thing.
Government Regulation Is Chief Threat to Marketers’ Data-Driven Initiatives
Apr 07, 2019
Government regulation is the top obstacle threatening marketers’ data projects this year, according to a recent survey of US marketers by Winterberry Group and the Interactive Advertising Bureau (IAB).
Data Managers Feel Overwhelmed by Abundance of Tools
Mar 20, 2019
Having too many data management systems in use is a daily challenge for 40% of the decision-makers and data managers Vanson Bourne and Veritas surveyed. A similar number of respondents said there are too many data sources to make sense of.
