3 Keys to ABM Success
In the first of two reports from ITSMA, Joe Stanganelli reports some basic tips for making ABM work…
Whose Customer Is It Anyway?
“We own the customer,” announced Bruno Hourdel on behalf of his fellow marketers. Speaking on a marketing practitioner…
3 Essential KPIs for Demand Creation Efficiency
“How many people do demand marketing?” Adam Needles, Chief Strategy Officer of demand-generation strategy firm ANNUITAS, asked an…
Video Views and Artificial Metrics: The Facebook Scandal That Wasn’t
On September 22, the Wall Street Journal “broke” a story in which they reported that Facebook “vastly overestimated…
Mobile is Critical for In-Store Retail
Reams of recent reports suggest that retail brands are overwhelmingly under-investing in mobile. Is the problem as bad…
The Hidden Costs of Creating Marketing Content
A recent, novel benchmark study of advertising costs demonstrates the hidden costs of content creation. Whereas distributional costs…
The CDO’s Role in Marketing 2.0
At the 10th annual MIT Chief Data Officer and Information Quality (MIT CDOIQ) Symposium, the evolution of the…
Unify Marketing Operations with Data Management and Predictive Analytics
At the 10th annual MIT Chief Data Officer and Information Quality Symposium last month, all conversations about marketing…
Marketing and Sales Need Data on Tap (DaaS)
Marketers are familiar—deluged, even—with cloud-based XaaS offerings that promise to provide more ease, efficiency, and value to their…
A Local Digital Brand Finds its Audience
Chroma, a luxury apartment building on Sidney Street in Cambridgeport–a sleepy residential neighborhood in otherwise bustling Cambridge, Mass.–moved…