Many companies now use big data to optimize marketing efforts, but what about broader company initiatives? eMarketer explores how some firms are using marketing data to power product and merchandising efforts.View this Report
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.
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How Often Are CMOs Worldwide Marketing Decisions Based on Data-Driven Insights? (% of respondents, Sep 2018)
Financial Metrics that US Companies Are Tracking, by Analytics Maturity Level*, Aug 2018 (% of respondents)
Incremental Improvements that US Companies Have Achieved by Using Marketing Analytics to Support Business Decisions, by Analytics Maturity Level*, Aug 2018 (weighted average % improvement)
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Protecting Customer Data Is a Top Challenge for CMOs
Nov 13, 2018
Data breaches and the threat of regulation have chief marketers on edge about data security.
How Poor Data Quality Mucks Up Attribution
Nov 09, 2018
Roughly 30% of the time, there are missing blanks in the information that marketers receive to inform their attribution efforts, according to Kochava.
Ad Trade Groups Are Changing How Data Gets Labeled
Oct 31, 2018
Consolidation in the ad industry and straightforward labels could make data-driven advertising easier to comprehend and navigate.
How Data Exhaust Can Overload Digital Marketers
Oct 29, 2018
Marketers are drowning in information. And sometimes it makes more sense for them to scrap the excess data than to sift through and make sense of it.
Which Data-Driven Ad and Marketing Tactics Are B2B Marketers Worldwide Using? (% of respondents, Sep 2018)
Oct 23, 2018
What Is the Future of Third-Party Data?
Oct 22, 2018
With web browsers cracking down on ad trackers, data privacy laws going into effect and data breaches remaining ever present, it is presumably not a great time for marketers to be dependent on data that they acquire from other companies.
Why Marketers Struggle with Data-Driven Personalization
Oct 18, 2018
In a recent survey of 190 marketing influencers worldwide conducted by Ascend2, 63% of respondents said that data-driven personalization is a difficult tactic to execute.
How Do Brand Marketers in Western Europe* and the US Feel About Data and Walled Gardens? (% of respondents, April 2018)
Oct 17, 2018
Which Campaign Insights Do Brand Marketers in Western Europe* and the US Find Most Valuable from Their Media Buying Partners? (% of respondents, April 2018)
Oct 17, 2018
Consent Management Platform Adoption by UK and US Sites, July-Oct 2018 (% of total sites)
Oct 11, 2018
Is Deterministic Data Facing an Identity Crisis?
Oct 10, 2018
In the latest episode of "Behind the Numbers," ad tech expert Lauren Fisher and digital advertising specialist Nicole Perrin talk with Neustar’s vice president of marketing solutions, Michael Schoen, about the deterministic data misconception.
What Sources of Data Do Companies Worldwide Use to Create Personalized/Targeted Content? (% of respondents, Aug 2018)
Oct 09, 2018
How Confident Are Senior Marketing Professionals Worldwide that Their Company Is Able to Integrate Multiple Data Sources to Create Actionable Insights? (% of respondents, Aug 2018)
Oct 09, 2018
Making Sense of Large Data Sets Is AI's Strength
Oct 08, 2018
With investment in artificial intelligence poised to grow, people are finding creative ways to deploy the emerging technology. While AI is known for the way it automates various tasks from ad buying to song writing, it’s greatest strength may be in how it helps business professionals quickly make sense of large amounts of information.
Cloud Computing Is Primed to Overhaul Business Analytics
Oct 01, 2018
Emerging technologies may ease struggles that businesses have with analytics.