Ansira
Editor’s note: A more recent post, 4 Ways to Measure the Value of Your Loyalty Program, is a great companion to read with this piece as it showcases how thinking has evolved specific to Loyalty Program design and implementation. Read below to get a sense of what was critical in 2018, and then take a […]
It’s difficult to know where to go when you don’t know where you’ve been. Although marketers understand the importance of having a content strategy, often they don’t know where to start. This is precisely why a comprehensive content audit is so valuable. What Exactly Is a Content Audit? A content audit is the brand’s looking […]
The marketer’s role is evolving. In addition to creating and executing effective campaigns, a critical part of the job is demonstrating the link between sales and a specific channel, message, customer action, or technology. Today, marketing attribution — giving credit for the sale to a specific touchpoint — has become a new mandate for success. […]
Companies don’t want to spend money on people who aren’t interested in their brand. Instead, they want to find people who are engaged — and talk to them in relevant ways. Some marketers make decisions based on assumptions or experience, and they may get lucky with the results. However, a marketing strategy driven by statistical […]
For decades, brands have relied on market research to shape strategy and test theories about what customers want. Sometimes marketers go with their gut. Sometimes they scale up a successful strategy. But today, data intelligence has paved the way for brands to analyze consumer behavior with a specificity that unveils what customers are doing at […]
The General Data Protection Regulation (GDPR) is a reminder to brands that protecting personal data is a serious business. The global rule, which went into effect on May 25, 2018, governs the way companies process the personal data of European users. Brands that don’t comply can face a hefty fine of up to 4% of […]
Data gets a bad rap from creatives. Maybe it’s the fact that data is seen as linear and therefore a creativity killer. That its scale can be difficult to wrangle or whittle down into something actionable. Or that its eponymous reach is poised to take over the world (not really, of course). As lovers of […]
Marketers often confuse the terms machine learning, automation, and artificial intelligence (AI), even using them interchangeably. They are interrelated but distinct, and those distinctions are important to consider. Understanding the nuances of these intelligence concepts can inform smart marketing decisions — and lead to solutions that meet business goals. What’s in a Name? Machine learning, […]
After news broke that a third-party Facebook app — Aleksandr Kogan’s popular personality quizzes — released the data of 50 million Facebook users to UK-based data analytics firm Cambridge Analytica, the social media giant has been in the hot seat. Despite Facebook’s announcement to improve its platform, stockholders, users, and political pundits have expressed concerns over the fine […]