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 Do Business Leaders and Managers Worldwide Verify Data Sources? (% of respondents, May 2018)
How Often Do Business Leaders and Managers Worldwide Trust Insights Based on Data Sources? (% of respondents, May 2018)
How Do US Communication Professionals Use Analysis from Their Media Measurement Program? (% of respondents, Oct 2018)
What Are the Primary Challenges Facing US Companies Concerning Measurement/Analytics? (% of respondents, Oct 2018)
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Marketers Are Ramping Up Data Management Investments
Jan 08, 2019
With spend on marketing technology increasing, many marketers are investing more dollars into data management products.
Will the Advertising ID Consortium Solve Marketers' Audience Identity Problems?
Jan 07, 2019
Advertisers are investing in products that help them accurately identify the audiences they plan to target. In recent years, a few ID consortiums launched to give advertisers an audience identification alternative to the Facebook-Google duopoly.
Five Charts Showing Marketers' Views on Working With Vendors
Dec 27, 2018
Marketers rely heavily on third parties for analytics and technology building. Many are looking to trim their overall vendor counts when it comes to demand-side platforms and supply-side platforms, but are looking for new partners for customer data platforms, while others are building their own tech in-house.
Five Charts Explaining the State of Third-Party Data
Dec 26, 2018
Privacy laws and data scandals have thrust third-party data in the spotlight. In the meantime, most marketers continue to rely on data they obtain from other firms.
What Is/Are the Most Common Issues that Clients of US Agencies Have with Data/Analytics? (% of respondents, Oct 2018)
Dec 19, 2018
Are US Communication Professionals Spending More Time or Less Time on Media Measurement and Analysis This Year When Compared to Last Year? (% of respondents, Oct 2018)
Dec 19, 2018
How Prepared Are US Communication Professionals with Data to Make Decisions? (% of respondents, Oct 2018)
Dec 19, 2018
What Are Companies Worldwide Top Priorities for Technology Investments in 2019? (% of respondents)
Dec 18, 2018
How Effective Is the Use of Third-Party Data for US Companies in Developing an Understanding of Their Consumers? (% of respondents, Sep 2018)
Dec 13, 2018
How Would US Marketing Professionals Rate Their Company's Current Understanding of Data-Driven Attribution? (% of respondents, Sep 2018)
Dec 13, 2018
Why Are Some Publishers Selling Their Data?
Dec 11, 2018
Some media companies are finding that they can create new revenue lines by selling their data.
The Greatest Marketing Intersection is Where Data and Creativity Meet | Sponsored Content
Dec 07, 2018
Today about 40% of US marketers said their company’s strategy is driven by a mix of both creativity and technology, according to recent research. The Shipyard identifies a new approach to marketing that intertwines data science with creative insights.
US Audience Data Activation Solutions Spending, by Type, 2017 & 2018 (billions, % of total and % change)
Dec 05, 2018