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October 31, 2016
Marketing Land

So you have the data. Now what?

It's not just about having loads of data; you need to be able to use it. Columnist Jose Cebrian explains why you need to build a solid foundation, shift your focus from the channel to the audience and choose the right technology.
Author: Jose Cebrian
Topics: Data Solutions
October 28, 2016
Advertising Week

Bragging Rates: How Millennials Redefined Cool with Financial Services

In 2007, there was a standard playbook for aspirational high school students. If you could get into a decent college and show up to class enough to graduate, you’d get a great entry-level job, work your way up in the company, buy a nice little house in the suburbs, have 2.7 beautiful children, and retire on your comfortable pension to watch those kiddos do the same.
Author: Michael Adamson
Topics: Financial Services
October 06, 2016
Benefits Pro

What consumers did in OE16 exchange market drives decisions for OE17

Understanding individual buying behavior and being able to target consumers based on that behavior is a game changer for insurance companies who are doing it successfully. Despite the financial pressures that some payers are experiencing, the 2016 Affordable Care Act (ACA) exchange was successful, with nearly 13 million people nationwide enrolling in a plan prior to the January 31 deadline.
Author: David Magrini
Topics: Health Insurance
September 27, 2016

A Hyper-Targeted Audience Is Not Necessarily the Right Audience; Staying focused on people, not proxies

There's a reason Procter & Gamble is pumping the brakes on its Facebook targeting efforts. And it's no coincidence that Y&R's CEO contends it's time to rethink ad targeting. While targeting is a valuable tool for marketers, its lack of context and accuracy annoys consumers to the point where they're opting out of ads altogether, and the industry is taking note.
Author: Gerry Bavaro
Topics: Performance Media & Digital Advertising