By Ronan Shields, contributor to Digiday Despite rhetoric from advertisers about investing in first-party data as privacy laws erode traditional means of targeting — the reality is much more difficult, according to a recent survey on programmatic attitudes. “Whilst 2021 showed first-party data was the priority for advertisers, agencies, and publishers in 2021, this is now...Read More

By Marketing Charts Marketers are generally happy with the overall success of their data-driven marketing strategy in achieving objectives, though only 1 in 5 rate it as “very successful,” according to a report [pdf] from Ascend2 and its Research Partners. About half of respondents reported that budgets for data-driven marketing initiatives will increase in the year ahead,...Read More

Data is foundational for today’s marketing. Here’s why, along with best practices for extracting the most value from it. By Akshat Biyani, Contributor to MarTech Data is the lifeblood of digital marketing. With so many B2C and B2B purchase journeys passing through digital touchpoints, there have never been greater opportunities to collect customer data at...Read More

By Billy Loizou, VP Go To Market APAC, Cheetah Digital The new era of privacy has made it increasingly difficult for marketers to build and maintain trusted relationships with consumers. One key consequence of privacy regulations sweeping the globe — coupled with progressively data-conscious consumers — is the move away from third-party data sets and...Read More

By Todd Lebo, CEO of Ascend2 It is widely accepted amongst marketers that making decisions backed by data can help improve marketing performance. But how are marketers updating their data-driven strategies to navigate a changing landscape?  What better way to answer a question about data-driven marketing than to collect data on the topic. Research firm, Ascend2,...Read More

By Jim McNulty Gone are the days when business decisions are made solely with your gut. In a time where technology allows us access to more information than ever before, the opportunity to minimize as much risk as possible is available at your fingertips. Data-driven decision-making is one major key. To some, this term may...Read More

By Nick Chernets, Contributor to Entrepreneur Over the past year, we’ve realized the world is not as it used to be anymore. We’ve learned that it is nearly impossible to prepare a successful campaign without using Big Data when it comes to marketing. Realizing the importance of data-driven marketing can be a turning point in any...Read More

By Nick Phipps, Contributor to Total Retail It’s clear that customer expectations are changing, with almost 90 percent of consumers wanting more meaningful relationships with brands. This has meant marketers are moving away from traditional marketing tactics to prioritize a customer-centric approach as failing to build relationships with consumers can be a costly mistake. To do this,...Read More

by Janice Zdankus and Anthony Delli Colli, contributors to MIT Technology Review The importance of data to today’s businesses can’t be overstated. Studies show data-driven companies are 58% more likely to beat revenue goals than non-data-driven companies and 162% more likely to significantly outperform laggards. Data analytics are helping nearly half of all companies make better decisions about everything,...Read More

by MarketingCharts A full 85% of US organizations are increasing their focus on data experience to become more data-driven as a business. This is per a report [download page] from Experian that examines how organizations are approaching data management and what makes for a great data experience. The survey of more than 500 representatives, including C-suite executives,...Read More