While data can drive campaign goals, marketers sometimes just need to rely on good intuition and judgement, tapping analytics instead to help them make better decisions.
They also should practise some restraint when deciding the types of tools to deploy, according to Elissa Fink, chief marketing officer of Tableau Software, which specialised in developing data visualisation and business intelligence tools.
“With all the possibilities technology enables us to do these days, some companies get so wrapped up in trying to make it [...]
With convenience hailed to be the defining principle of purchase over brand affinity, showing up at the right time has never been so important. Writing exclusively for ExchangeWire, Marie-Louise Dalton, marketing director, Hitwise, explains that the digital revolution has led to brands being able to engage personally at scale. As highlighted in their recent report, ‘5 Segmentation Strategies to Convert More Customers‘, this means [...]
ExchangeWire Research reveals a universal lack of understanding about the complexities of the upcoming GDPR, pointing to a fundamental lack of preparation and severe risk of non-compliance. Insurance, finance and banking sector appear to be ahead of the curve; retailers lag behind. Highlights – Just 3% of professionals whose role involves consumer data collection, storage, or processing fully understand what is covered by the upcoming GDPR
– However, only four in every ten (42%) say their company [...]
Deterministic data is considered to be the holy grail by advertisers. But it is often ignored over probabilistic data, due to the latter’s perceived sheer volume of data points and scalability. As Paul Hickey (pictured below), director of digital solutions, TwentyCi, writes, while deterministic data doesn’t yet exist on the same scale, the pool is growing and the depth of information available is hugely valuable to advertisers – so it best not be ignored.
We all like to think we know our partners and [...]
In this weekly segment, ExchangeWire sum up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: Baidu among top five global media owners; Digital ads to outpace TV in HK & TW; IAB AU tout CEASA data on ad spend; Handbook to guide marketers on data strategy; Dentsu aim to boost data capabilities with Accordant; Executive appointments at media agencies; and Tune Group & Emirates marketers join WFA committee.Baidu among top 5 global [...]
It may seem paradoxical, but data alone is not sufficient for Asia-Pacific marketers to ensure their data-driven campaigns will be successful.
Increasing focus on such initiatives has overshadowed the need for creativity; and this can lead consumers towards ad blockers, cautions Ben Maudsley, Exponential Interactive’s Asia-Pacific and South Africa managing director. He also advises marketers to adopt care in deciding which data they should use to power their campaigns.
In this Q&A with ExchangeWire, Maudsley and Tyler Greer, Exponential’s Asia-Pacific and [...]
Brands must ensure best practice is adhered to with regards to data quality. Writing exclusively for ExchangeWire, Jason Goodwin (pictured below), managing director, Experian Data Quality UK&I, Experian, explains that brands need to set an end goal for 2017: using their data to contribute to a more open, yet secure, society.
“Of all the data that organisations hold, 23% is believed to be inaccurate, and 39% have 50 or more databases of contact data, up from 10% in 2014.” – Experian [...]
Marketers in Asia-Pacific lack confidence in programmatic because too many different metrics are being thrown around and they are sceptical over which one actually works.
Rather than blame their agencies, however, marketers in this region need to take the lead and define their measures of success, says Liz Miller, CMO Council’s senior vice president of marketing.
In a Q&A with ExchangeWire, Miller explains why CMOs are struggling over a lack of focus on critical analytics and how they need to rethink the [...]
The long-fabled dream of digital advertising and, arguably, a fundamental step to achieving the promise of programmatic, is the effective combination of creative and data. So, why are there so many sticking points and how do you become unstuck? ExchangeWire speak exclusively with Michael Andrew (pictured below), GM, data science, AKQA, about what combining data and creative actually looks like and how we can join the two harmoniously.ExchangeWire: When we talk about combining creative and data, what do we [...]
How does a publisher set up a data strategy that takes today’s always-on environment into consideration? In the latest chapter of the serialisation of The Programmatic Handbook, published by the IAB UK, Emma Newman, UK country manager, PubMatic explains.
The change in consumers’ content consumption – what they consume, when, and how – means that we’ve seen the last of the days when publishers could simply plug [...]