Netflix’s long list of suggested movies and TV shows is a fantastic example of a personalized user experience. In fact, about 70 percent of everything users watch is a personalized recommendation, according to the company. Getting to that point hasn’t been easy, and improving on its recommendation system is an ongoing process. Netflix has spent […]
We’ve all been exposed to a dodgy online shopping situation, or caught out by a vendor that definitely didn’t have access to the official merchandise they claimed to sell. Just ask this guy: But, while receiving a not-as-advertised fashion item can make for a funny story, when your business relies on something you can only
Everything you need to know about the IAB ads.txt initiative Read More »
We’ve covered a lot of ground thus far in terms of how to market to developers, from how to deploy content marketing to the importance of not making assumptions about them on the basis of the developers you may happen to know. I’ve got a pretty vital word of advice to add to all of
Programmatic is one of the most exciting channels for personalization. We have lots of data at our disposal, which we can use to tailor to whom we show ads, when we show it to them, and what we show them. Amazing. But not always amazing. There’s a fine line between relevant and creepy, and if
Don’t creep me out! Here’s how to get personalization right in programmatic Read More »
In my previous article, I discussed the importance of delivering a great customer experience — and using Customer Lifetime Value — as a concrete, quantitative metric to understand how well your business is doing at delivering a great customer experience. Delivering a great customer experience requires marketers to do two important things. First, marketers must
Is your martech stack keeping pace with changing customer behavior? Read More »
More and more marketers are using mobile location data to target their ad spend: In 2015, eight in 10 marketers worldwide used location targeting for mobile advertising, according to eMarketer. In the near future, mobile location data will saturate media buying and attribution reporting in the mobile-first era, becoming a fundamental characteristic of advertising. But
Media agencies are facing tremendous pressure these days, much of it stemming from marketer expectations. And though few marketers may feel sympathy for those pressures (who doesn’t feel heat these days?), it behooves them to step into the agency’s shoes for a minute or two. After all, as industry shaker Rishad Tobaccowala, now serving as
Once a year I teach a class in the MBA program at the College of William and Mary in Virginia. For the last seven years, my charter has been to introduce MBA students to the real world of B2B marketing. This year, I brought a special guest to help me talk about this real world:
The General Data Protection Regulation is a measure adopted by the European Union to protect user privacy and data of European citizens. While on the surface, this may appear insignificant to US marketing activities, the enactment of the GDPR will, in fact, present challenges for any US company doing business in EU countries to comply
GDPR-ready? How US email marketers can avoid hefty new EU fines Read More »
At least 62 percent of B2B companies surveyed this year have a full Account-Based Marketing (ABM) program in place, compared with 41 percent in 2016, according to SiriusDecisions. Those who have found religion when it comes to ABM would even say it’s mission-critical. That same SiriusDecisions survey reports that 91 percent of the respondents stated
Why ABM has become a critical strategy for B2B marketers Read More »
