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Audience-Led Marketing in the Google Marketing Platform

Authored by: Jordan Cardonick |
Published on: Jun 17, 2020

Google Marketing Platform (GMP) offers several opportunities for the onboarding, creation, analysis, and activation of audiences. Here's what marketers need to know.

Topic: All Analytics | All Performance Media

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Amazon Attribution Gives Advertisers a Fuller Picture of the Path-to-Purchase

Authored by: Melissa Reilly |
Published on: Jun 04, 2020

Amazon Attribution allows advertisers to add tracking to various campaigns to understand how users behave when they engage with other channels just before visiting Amazon.

Topic: All Analytics | Amazon and eRetail

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How the COVID-19 Impact Dashboards Help Marketers Get on the Recovery Track

Authored by: Shirli Zelcer |
Published on: May 28, 2020

To inform engagement and re-opening strategies, we set out to uncover the status of overall physical and economic health at the US county level. Find out how these free dashboards can help across several vertical.

Topic: All Analytics

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Propositions and the Customer Journey: An Intro to Next Best Action Marketing

Authored by: Kelly Holmstrom |
Published on: May 13, 2020

Next best action (NBA) marketing is a proven marketing technology that fulfills the requirements of delivering omni-channel, relevant, contextual, and consistent messages. The first step in building out a suite of NBAs for your organization is defining a set of propositions.

Topic: All Analytics | Customer Strategy | All Customer Relationship Management

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Dispelling Myths: Deep Learning vs. Machine Learning

Authored by: Dushyant Bhavsar |
Published on: May 06, 2020

Machine learning, deep learning, and Artificial Intelligence (AI) are terms that often seem to be used interchangeably. Lets dive into the differences.

Topic: All Analytics

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Audience Management: How to Prepare for the Uncertain “Cookie-less” World

Authored by: Katie Li |
Published on: Apr 24, 2020

Marketers are challenged professionally, by our organizations and our customers, for the seemingly distant, but forthcoming “cookie-less” world. Here's what you need to know.

Topic: All Marketing Technology | Audience Management

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Mastering your Audience: Where to Start?

Authored by: Anne Dalton |
Published on: Apr 17, 2020

Audience Mastery can best be described as the ability to identify your audience, understand their needs and beliefs toward your brand, and the ability to consistently deliver (and measure) the right experience at the right moment. But where do you start?

Topic: Digital & User Experience | Audience Management

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